KCOE 4350 - Leveraging Consumer Opinion to influence business Strategies

Businesses and organizations keep changing to adapt to a world that has never been so uncertain. To adapt, they all measure consumer opinion.

But what is consumer opinion? How can consumer opinion be augmented to better influence strategies? How is it measured, and how is it used within organizations?

This course will provide students with concrete and actionable ways of interacting with opinion. Students will learn the history of public opinion, and how organizations use it to influence branding, choose target audiences, build messages, decide go-to-market strategies, or improve innovations. They will also learn the differences between quant, qual, solicited and unsolicited data.

The course will be based on case studies that students will have to prepare between sessions (1 per group) and during classes.

Course taught in English Language, at least a C1 level is necessary to register for this course.

12 x 2h00.

Mix of formal class, interactive sessions and case study presentations.

• Collective homework (case study) 35%
• In-class final individual assessment (session 11) 45%
• Class attendance and participation throughout the course 20%