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

2. 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

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

4. 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.

5. 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)

6. 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."

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

9. 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).

13. 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

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

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

16. 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

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

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

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

20. Brand

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

22. 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

23. Project

24. 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

25. 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

26. Title/Lecturer

27. 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

28. QUESTIONS?