Marketing and Consumer Insights in Business

The idea of the class is to go through various business processes that

involve marketing research, require insights, and see how it all works in

the real life. This course is led by people who work for one of the biggest

FMCG companies in Poland (beer industry).

Based on beer category example students will learn how to apply various

analytical and research methods, and how to present data and

conclusions to make consumer insights useful and actionable for a

commercial organization.

Participants will:

− gain knowledge on business processes work (short- and long-term

perspective)

− gain orientation in tbe beer category as an example of the FMCG area

− gain knowledge about application of various market research

methods to particular business challenges

− gain skills in communication in the business environment –

corpo/marketing language, presenting one’s point of view, one-pager

summaries

− gain skills in the area of briefing research agencies + cascading

research results for internal clients

− apply critical thinking into data analysis

− practice team-work while working on a various mini projects