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Marketing: Understanding Your Consumer

From Insight to Action.

What are your customers up to? How do they experience your product and interact with your organization? Can a better understanding of your customers’ actions enable you to predict outcomes in a way that drives growth and manages change?

These questions and more are answered in Marketing: Understanding Your Consumer – a program that delivers a practical, hands-on approach to building stronger customer focused strategies that will give you a sustainable competitive advantage.

Throughout the program you will identify the qualitative and quantitative 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 that will improve your organization’s ability to reach new customers and build deeper relationships with existing customers. You’ll leave with fresh ideas and knowledge that can immediately be applied to your organization. 

Upcoming Sessions

Join us for one of our upcoming sessions.

Who Should Attend?

Individuals who oversee marketing planning and strategy with at least 5 years of experience. 

What You Learn

Every organization, regardless of its marketing sophistication, can benefit from a better understanding of customers. In Marketing: Understanding Your Consumer, you’ll begin by focusing on the linkages between customers, marketing strategy and performance. You’ll then develop a scalable and highly practical process to enable your organization to better discover and act on customer insights.

Improve your understanding of how customers link with your marketing strategy

  • Gain insight into the identification of customer segments
  • Identify the linkages between the different elements of a value proposition
  • Understand how marketing actions can make your value propositions come alive

Connect more effectively with customers by learning how to plug into their reality

  • Understand the role of your products and services in your customers’ lives
  • Learn tools and techniques that will help you better understand customers in their “natural habitat”
  • Explore the link between thought leadership and customer mindshare

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
  • Explore strategies to enhance your firm’s ability to connect with customers

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

  • Discover the power of “customer truths” in uncovering customer insights
  • 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 Text Books and Lectures

If you are having a hard time imagining yourself in a classroom again, keep in mind that Marketing: Understanding Your Consumer is designed with busy leaders in mind. It is an engaging, interactive experience that draws on the vast perspectives that you and your classmates will bring to the program. Our real-world Case-Method of Learning is not about textbooks and lectures – it’s about learning by doing. Using case studies you’ll put yourself in the role of decision-maker and take on real challenges faced by real companies to gain practical hands-on experience. You’ll come away with new knowledge and ideas that are directly applicable to your business and that will have immediate impact.

Create Immediate Impact

Throughout the program, you will track your learning outcomes and pinpoint specific initiatives to implement. You 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 the office.


June Cotte

Faculty Director
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

Miranda R. Goode

Associate Professor

Where You Learn

Ivey Spencer Leadership Centre

London, Ontario, Canada

Housed in a Georgian manor situated on 30 beautifully landscaped acres of parkland, Ivey’s residential executive centre is minutes from Western University and the Ivey Business School.