The market has more jobs for consumer analysts

Since customers are at the heart of any business, studying customer preferences, needs and behaviors is essential to formulating successful operational and marketing strategies. As a result, businesses need tech-savvy Customer Knowledge Analysts (CIAs) to understand the vast amounts of customer data they continuously collect. “The CIA’s interpretations and conclusions lay the foundation for a bespoke business model. Since data is the only currency for a CIA, these professionals inadvertently must have a deep understanding of data science and analytics in order to perform their critical functions and derive meaningful insights from them. consumers, ”says Sonya Hooja, COO and Co-Founder, Imarticus Learning.

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Importance of the program


Consumer Insight is an integral part of various management courses. This course has special significance for those who opt for a marketing specialization as it helps students develop a customer-centric approach. A thorough understanding of changing consumer needs, tastes, preferences and motivations is required to design and deliver the products and services that will add to customer satisfaction.

“A course on Consumer Insight aims to impart an understanding of current theoretical and methodological approaches to various underlying aspects of consumer behavior. It will strive to develop the student’s knowledge of the psychological processes that drive human behavior with regard to the consumption of various goods and services. The course will also provide an understanding of theoretical and technological advances in consumer research and their application in the development of consumer knowledge, ”says Sanjeev Bansal, Professor, Decision Sciences, Amity University.


Course component

Consumer Insight will focus on the fundamental theories, concepts, models and tools of consumer behavior. A student will study interdisciplinary influences on the study of consumer behavior, consumer behavior research methods, behavioral learning theories, shaping consumer attitudes towards brands, consumer motivation, artificial intelligence and consumer behavior, among other topics.


Admission and eligibility

The Data Analytics graduate program is ideal for new graduates and early-career professionals who wish to work in the data science and analytics industry.

“Courses such as the Professional Certificate Program in Digital Marketing and Analytics and the Professional Certificate Program in Advanced Marketing Strategy and Analysis, Product Strategy, etc. are ideal for students who wish to specialize in the discipline. The eligibility criteria for admissions differ for each program. At a minimum, people should have at least three years of professional experience, ”says Surya Prakash Pati, MDP chairperson, IIM Kozhikode.


Career prospects


After having held various entry level positions in sales and marketing, such as sales / marketing management intern, marketing analyst, etc., students with a course in Consumer Insight can look forward to career progression in a number of roles.

Consumer Insight analysts can get jobs as Marketing Director, Brand Director, Sales Director, Media Director, Product Manager, Retail Director, Director of Customer Relations, Marketing Analysis, Advertising and sales promotion, corporate communications specialist, channel manager, etc. ” said Bansal.

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