About the course

Consumer Insight is a foundational course for developing a consumer centric, IMC perspective. The course focuses on understanding how individuals, families, and groups acquire, consume, and dispose of goods, services, ideas, brands, and experiences. The goal is to deeply understand people’s goals, what people actually do, the meanings behind their activities, and the experiences they seek in order to better understand them as consumers. To do this, we will examine psychological, economic, communications, anthropological and sociological perspectives on human action that will allow us to generate consumer insights.

　　Knowledge of consumer behavior is essential for key strategic tasks including environmental analyses, product positioning, branding, segmentation, and the implementation of integrated and effective communications strategies. The purpose of this course is to introduce, discuss, understand, and analyze consumers’ lives to provide students the building blocks for developing consumer centric and value oriented products, experiences, and brand communications as part of an effective IMC program. Specifically, this course will focus on the following conceptual building blocks: Background on Consumer Insights Psychological Aspects of Consumer Behavior Social Aspects of Consumer Behavior Aspects of Consumer Behavior in Action Methodological Tools for Consumer Understanding. Scholarships - View all scholarships Internships

　　

Start dates and prices

Course fees are indicative and should be used as a guide. Speak to a counsellor to get an accurate price.

　　Duration: 15 Month(s)Fees: Not available

Intake	Location
Winter (January), 2024	Evanston
Spring (March), 2024	Evanston
Summer (June), 2024	Evanston
Fall (September), 2024	Evanston
Winter (January), 2025	Evanston
Spring (March), 2025	Evanston
Summer (June), 2025	Evanston
Fall (September), 2025	Evanston
Winter (January), 2026	Evanston
Spring (March), 2026	Evanston
Summer (June), 2026	Evanston

　　

How to apply

Entry requirements for Northwestern University

You must have a bachelor's degree or expect to earn one before enrollment. When you apply, you must submit academic transcripts from all colleges and universities attended, excluding institutions where you took non-credit coursework, such as a certificate program. Medill requires GRE or GMAT scores. The test must have been taken within five years of your application submission date. If you are an international student who earned an undergraduate degree at a college or university where the primary language of instruction was not English, submit TOEFL (Test of English as a Foreign Language) or IELTS (International English Language Testing System) scores.

　　

English language requirements

　　6.0

　　Overall IELTS band score

　　Book IELTS

　　About IELTS

　　Practice and prepare

　　TOEFL Internet based overall score: 60.0

　　

Application deadline:

This date isn’t available – speak to an IDP counsellor to get detailed information.

　　

Further information

Career outcomesIf you aren’t eligible for the above entry requirements, you might want to explore pathway options at Northwestern University. If you want to find out more, please speak to our counsellors.

　　Pathway options to study at this institution

　　

Reviews and rankings

World ranking

　　28th / 1250

　　THE World ranking

　　

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