Marketing: Understanding Your Consumer

Build stronger customer focused strategies that drive growth and customer loyalty.

Who should attend?

Individuals who oversee marketing planning and strategy with at least five years of experience.


Session Dates

April 3 – 5, 2019

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London, Ontario, Canada

Ivey Spencer Leadership Centre

551 Windermere Road

Program Fees

$2,500 CAD

Program fee includes all materials, meals and accommodations.

Program fees are tax exempt.

Additional Details

Through the generous support of, a scholarship to support London regional participants is available.
Contact us for more information.

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What do I get?

After completing Marketing: Understanding Your Consumer, you'll receive an authentic digital artifact – also known as a badge. This badge showcases your achievements and commitment to professional development. You can share your accomplishment with your network by displaying digital badges on social media, websites, ePortfolios, professional networks, and email signatures. Included in your badge is a digital certificate. Your network will be able to view your personalized and authentic certificate through your online digital badge.

In addition to a digital badge, you will receive a Marketing: Understanding Your Consumer Certificate of Completion, a powerful credential from the top business school in Canada.

Program Content

How well do you know your customers? How do they use your product? What is it they really want from you?

These questions and more are answered in Marketing: Understanding Your Consumer – a practical, hands-on program to help you build stronger customer focused strategies.

You’ll identify the factors that drive customer insights and how to apply these findings to your strategy. More than just data analysis, you’ll turn information into insight, and insight into actions. Learn how to reach new customers and build deeper relationships with the ones you already have.

What You Learn

For detailed program content, download the brochure.

Every organization can benefit from a better understanding of customers. In Marketing: Understanding Your Consumer, you’ll learn the links between customers, marketing strategy, and performance. You’ll also develop a process to better discover and act on customer insights.

Understand how customers link with your marketing strategy

  • Gain insight into the identification of customer segments

Connect with customers by learning how to plug into their reality

  • Learn tools and techniques that will help you better understand customers

Better understand how customers interact with your organization

  • Discover the importance of customer interaction in the value creation process
  • Identify ways to lower costs and reduce risk for customers

Learn how to turn data and information into insight and executable strategies

  • Learn how to turn customer insights into actionable strategies that drive growth
  • Predict change by understanding where your customers are taking your organization

How You Learn

This is Not about Textbooks and Lectures

This isn’t your typical classroom. Our programs are designed with busy leaders in mind. We’re talking an engaging, interactive, and unique experience. Our real-world Case-Method of Learning is not about textbooks and lectures – it’s about learning by doing. You’ll walk away with new knowledge and ideas that you can immediately implement in your business.

Create Immediate Impact

Throughout the program, you’ll track your learning outcomes and pinpoint specific initiatives to implement. You’ll leave knowing exactly how you will apply your new knowledge and skills, and a self-developed implementation plan to start your impact once back in your workplace.

Program Faculty

June Cotte


June Cotte

June Cotte holds the Scott & Melissa Beattie Professorship in Marketing and is Professor of Marketing at the Ivey Business School. From 1998-2001, she was Assistant Professor of Marketing at the Darla Moore School of Business at the University of South Carolina. She earned her B.B.A. (Honors) at Brock University, her M.B.A. from University of Windsor, and her Ph.D. from the University of Connecticut.

Professor Cotte's research interests focus on behavioral issues, including why and when people will pay more for ethically produced products, how people perceive time and how that influences their behavior at work and at leisure, family influence on behavior, and consumption issues in gambling. She is on the Editorial Review Boards of the Journal of Marketing and the Journal of Consumer Psychology. Her work has appeared in the Journal of Consumer Research, Journal of Consumer Psychology, MIT/Sloan Management Review, Journal of Business Research, Journal of Strategic Marketing, Journal of Services Marketing, and the Journal of Managerial Psychology, as well as in the Wall Street Journal, and other journals and books.

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Miranda R. Goode

Associate Professor

Miranda R. Goode

Where You Learn

Ivey Spencer Leadership Centre

Ivey Spencer Leadership Centre

Location Pin Icon

551 Windermere Road
London, Ontario, Canada
N5X 2T1

The Ivey Spencer Leadership Centre provides business professionals with an extraordinary and intimate setting like no other. Housed in a Georgian manor with 30 beautifully landscaped acres of parkland and gardens, The Ivey Academy is minutes from Western University and the Ivey Business School.

Spencer has 125 guest suites, 14,000 sq. ft. of event space (including three amphitheatres), cycling and hiking trails, a fitness centre, a high-ropes team-building course, five dining rooms, and free parking.

Learn more about the centre

Ready to enrol?

For nearly 70 years, leaders from around the world have come to The Ivey Academy to deepen their business knowledge and drive immediate results. It may be just what you and your organization need.

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