Mar 28, 2024  
2018 - 2019 Undergraduate Catalog 
    
2018 - 2019 Undergraduate Catalog [ARCHIVED CATALOG]

BUAD 451 - Customer Insights for Innovation


Fall or Spring (3) Luchs Prerequisite(s): BUAD 311  or consent of the instructor.

Many business opportunities and decisions depend on an understanding of customers’ values, needs, aspirations and behaviors. These unique insights inform the development of products, services, and brands that are valued by customers and differentiated from competition. This course will be an immersive and experiential introduction to customer insights research, including fieldwork using a variety of qualitative research methods. In addition, these methods will be applied within the context of generating concepts for new products and services that address the insights identified.