Mastering Customer Insights (Online)NEW

Mastering Customer Insights (Online)

Whether you are a marketing professional in a global corporation, an executive at a small non-profit, or the manager of a political campaign, one thing is clear: customer-centric decision making is one of the most critical skills. The Mastering Customer Insights program will prepare you for some of the most pressing questions any decision maker faces, including:

How do I derive valuable customer insights and use them to develop better marketing campaigns?
How do I leverage behavioral and economic theories to learn new insights about my customers?
How do I leverage research and other methodologies to gain unique insights into my customers and help differentiate products, services, and brands from the competition?

Please contact our partners at Emeritus at columbia@emeritus.org, +1 315-982-5094, or +1 315-277-2746 for a personal conversation about this program and how it may benefit you.

Delivered in collaboration with
Emeritus

Organizations that leverage their customer behavior to generate insights outperform their peers by 85 percent in sales growth. Source: Microsoft, 2021: 85%
While businesses around the world hold customer experience among their top-five priorities, 83 percent are not delivering. Source: Salesforce, 2021: 83%

By the end of the program, you will be able to:

Adopt a customer-centric mindset, including increased profitability and greater customer satisfaction and loyalty
Leverage the power of consumer psychology and behavioral economics to deliver valuable customer insights
Perform qualitative and quantitative research and causal experiments, and as well as apply your knowledge using real-world insights to boost sales and maximize profitability
Apply your knowledge of customer insights through the expertise of renowned Columbia Business School faculty and guests, as well as a range of cross-disciplinary applications, including for-profit and non-profit organizations and public service and political initiatives
Benefit from an interactive learning experience, including crowdsourcing and discussions with a global cohort of peers, as well as other hands-on activities

Module 1
Module 2
Module 3
Module 4
Module 5
Module 6

Becoming a Customer-Centric Organization

Explore what it means to be customer centric and why it is important. Then, discover how customer insights can be used for transformation into a customer-centric organization.

Mid- to senior level professionals in marketing, media, or advertising who want to discover how to derive meaningful customer insights and become proficient at leveraging them to develop better marketing campaigns
Business and product leaders or entrepreneurs who want to enhance their research skills and understand the application of customer insights in driving product and business decisions
Market research professionals who are interested in elevating their understanding of research methodologies and other techniques to gain unique customer insights which will ultimately equip them with the knowledge to help develop products, services, and brands that are differentiated from the competition

Vicki G. Morwitz

Bruce Greenwald Professor of Business, Columbia Business School

Professor Morwitz is a past president and a fellow of the Society of Consumer Psychology and the editor-in-chief of the Journal of the Association for Customer Research. She also served as the former co-editor of the Journal of Consumer Research.

Professor Morwitz’s research explores the impact of consumers’ self-predictions on their subsequent purchase behavior, the psychology of how consumers process price information, and the effectiveness of health-related messages. Her research is widely published, appearing in academic journals such as American Journal of Public Health, Harvard Business Review, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing Research, Management Science, and Marketing Science. Professor Morwitz teaches Behavioral Economics and Decision Making at the MBA and executive levels. Prior to joining Columbia, she served on the faculty of NYU’s Stern School for 28 years.

Professor Morwitz holds a BS in applied mathematics and computer science from Rutgers University, an MS in operations research from Polytechnic Institute of New York (now NYU’s Tandon School), and an MA in statistics and a PhD in marketing from the Wharton School at the University of Pennsylvania.