Marketing
Concentration in Customer Insight

Customer Insight refers to findings or observations about customers that, once articulated, evoke a sense of being intuitively true (“why didn’t I think of this before?!”) or, even if they initially appear counter-intuitive, are easily demonstrable as being true, leading to an “A-ha! I get it!” response. The most useful customer insights are those that capture pressing and prevalent consumption needs. Identifying such insights can lead to the development of profitable marketing propositions. This concentration helps students to hone their ability to discover novel aspects of consumer decision-making and to develop these insights into profitable marketing propositions in creative and innovative ways.

Curriculum Requirements
To concentrate in Customer Insight, students must take the following:
MKT 382.10 Customer Insight
In addition, students must choose 4 courses from the following set:
MKT 382.10 Marketing Communications
MKT 382 Customer Strategy
MKT 382 Brand Management
MKT 382.17/MIS 382N.9 Data Mining
MKT 382 Marketing Research
MKT 382 Consumer Behavior
MKT 382 Marketing Analysis for Decision Making in an Information Age 
MKT 382 New Product Development
MKT 382 Marketing and Customer Insight Practicums

Faculty Contact
Raj Raghunathan e-mail raj.raghunathan@mccombs.utexas.edu