NBAE 6400 - Behavioral Science for Marketing Strategy

Spring. 2 credits. Letter grades only (no audit).

Enrollment limited to: students enrolled in the Cornell Executive MBA Metro New York Degree program.

M. Thomas.

Consumer insights are crucial for all businesses. Impactful business leaders appreciate the importance of consumer insights. Many strategic decisions – such as introducing a new product, repositioning an existing product, or deciding whether to extend an existing brand or to introduce a new brand – are pivoted on consumer insights. In this course I will discuss how managers can use behavioral science to uncover consumer insights and use those insights to shape business strategy. The course will cover the following topics: 1. Why companies make mistakes in predicting consumer behavior 2. Using consumer insights for new product development 3. Using consumer insights for positioning & branding decisions 4. Using consumer insights to predict new product sales This course will also familiarize students with the basic rubric of online surveys and experiments as tools for gathering consumer insights, tools that will be useful throughout their careers.