Advanced Consumer Marketing (722A49/722A50) Course presentation (19/3/2019) Lars Witell

Professor in Marketing, Linköping University (2011-…) Professor in Service Research, Karlstad University (2010-…) Global Scholar, Arizona State University (2013-…) Have been Guest Professor/researcher Stanford University University of Queensland Queen Mary University University of Michigan Twitter: @DrWitell

About this course Held for the first time in this form in 2015 Grade 2018-2019 – 4.3 (low response rate) Response from students “For the first time we learn practically valuable skills” “Managing the project is tricky”

Amount of customer information gathered in a year? “Wells Fargo Bank” Amount of customer information gathered in a year? 18,000 comments collected through loyalty studies. 10,000 customer comments submitted by call center reps. 260 pages of interview transcripts from ethnography studies. 300 customers participate in user testing in our lab. 20,000 Wells Fargo related comments on the web.

Gustafsson and Johnson (2003) “Customers are liars! When asked they claim to want the new service. But once we introduce the service, they don’t want to pay for it!” A manager in the new service economy Gustafsson and Johnson (2003)

She also said that in the future, the company's researchers will be able to control the contents of the fridge with bar codes. "For example, when you take out butter, this will be detected by the fridge and you will be reminded to add butter to your shopping list."

Consumer in the 21st century Educated Connected Time pressured International mindset

Living online Young people (15 to 24) on average look at their mobile phone every second minute. This means 387 times each day. Almost every third youth (18 to 24) continue to chech ther mobile phone during the night. Older people look on their mobile phone 264 times a day (on average).

Our vision for the course Focus on contemporary themes in consumer marketing Emphasis on customer research as the foundation of consumer marketing Hands-on approach for trying out research methods

Working methods Independent study of literature Interactive lectures Literature seminars Case seminars Research project in groups (working methods will vary between modules)

Three themes and methodologies Customer experience Consumer behavior Branding Customer research methodologies Experiments Ethnography Surveys

Customer experience Time Understanding the customers’ perspective on my business Using customer satisfaction to understand customers and to make decisions on marketing Customer satisfaction Loyalty Safety Convenience

Surveys and statistical analysis Quantitative research method How to reliably measure customer data? How to analyze customer data?

Consumer behavior Understanding of the mental processes that guide consumer behavior How are we influenced by marketing?

Experiments Testing consumer behavior through controlled experiment Collection of quantitative and qualitative data

Brand

Ethnography Qualitative research method Immersion in the world of the consumer (group) What are the meanings consumers attach to products and services?

Course structure Introductory lectures, introduction to project, literature seminar Module 1: Customer experience Surveys Module 2: Consumer behavior Experiments Module 3: Branding Ethnography Research project

Project

Literature Books used in 2017: Cialdini, R.B. (2006). Influence: The Psychology of Persuasion Belk, R .W., Fischer, E., & Kozinets, R. (2012). Qualitative Consumer and Marketing Research. Recent research articles on consumer behavior, customer satisfaction, branding and research methods Literature subject to change

Examination Literature seminars 40% (individual) Participation in seminar discussions, writing essays based on articles Case seminars 30% (group) Analysis and presentation of real-life cases; some also require empirical research Research project 40% (group) Research plan, written project report and presentation of results at seminar

Title/Lecturer 2019-09-20

Job market: After the course... Accounting Brothers and Sisters Marketing Manager Stadium Brand Manager Digital Marketing Manager Zalando, Arrivals Consultants Brand Strategy Consultant Change Management Consultant Insight Consultant Market researcher Country Manager, Betfair

QUESTIONS?