Course Goal: Enable students to apply techniques and thinking from the social sciences in order to become more creative, distinctive, and competitive marketers.
Course Perspective and Content: Marketers have increasingly mined social sciences such as anthropology, psychology, and sociology to enhance their customer understanding. This course takes an in-depth look at applying social science to generate insights about consumers for marketing strategies in a qualitative marketing research context. We will look at how anthropological ideas about ritual, meaning making, social relationships, beliefs, cultural codes, gift giving, and tribes can inspire marketing strategies and advertising; the value of ethnography, an observational method invented by anthropologists, for consumer understanding and UX; ways that focus groups and deep probing one-on-one interviews borrow from psychology, anthropology and sociology to inform marketing initiatives; and draw on phenomenology and semiotics.
Lecturer in Business
Robert J. Morais is an anthropologist with a 35+ year career in advertising and market research, and a Lecturer at Columbia Business School. He spent 25 years with advertising agencies, rising to Chief Strategic Officer, and 11 years as a Principal/Owner at a market research firm. He has worked with Procter & Gamble, GlaxoSmithKline, WD-40, Coca-Cola, Post Foods, Danone, Hain Celestial, Safeway, Sabra, Pinnacle Foods, Sunny...