Module Specifications.
Current Academic Year 2024 - 2025
All Module information is indicative, and this portal is an interim interface pending the full upgrade of Coursebuilder and subsequent integration to the new DCU Student Information System (DCU Key).
As such, this is a point in time view of data which will be refreshed periodically. Some fields/data may not yet be available pending the completion of the full Coursebuilder upgrade and integration project. We will post status updates as they become available. Thank you for your patience and understanding.
Date posted: September 2024 No Banner module data is available
| |||||||||||||||||||||||||||||||||||||||||
None |
|||||||||||||||||||||||||||||||||||||||||
Description A market insight is the discovery of a relevant, accurate, actionable and previously unrealized reality about a target market that emerges as the result of deep, subjective data analysis combined with rich ethnographic data about how people behave. The goal of insight in marketing, especially when marketing or developing something new, is to benefit both parties, meeting your target audience’s true needs and wants while simultaneously providing the brand with an anchor in the consumer’s mind. In other words, the best market insights offer value for both the seller and the companies in need of the innovation.Desired attributes of an insight is something that shifts understanding, is novel, is not obvious, is congruent, is explanatory and has endurance. Gary Klein(2015) refers to insight as ‘shifting to a better story’. In this module, we will discuss the components of insights; we will show how they can be leveraged not simply for tactical advertising but for sustainable innovation and we will review some world class examples. | |||||||||||||||||||||||||||||||||||||||||
Learning Outcomes 1. Initiate and lead insight development initiatives and workshops 2. Understand the role of insights in innovation 3. Interpret or interrogate raw market research data in search of insights 4. Champion the use of insights in their organization and their innovation programme 5. Understand the sources of insights - and know how to test for actionable insights 6. Be conscious of ethical issues that may emerge in mining for insights and have a strategy to manage them. 7. Be able to translate fundamental consumer or customer insights to an international audience. | |||||||||||||||||||||||||||||||||||||||||
All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml |
|||||||||||||||||||||||||||||||||||||||||
Indicative Content and Learning Activities
Indicative Content & Learning Activities● Types of InsightIndicative Content & Learning Activities● Sources of InsightIndicative Content & Learning Activities● Leveraging InsightsIndicative Content & Learning Activities● Tests of InsightIndicative Content & Learning Activities● Ethnographic ResearchIndicative Content & Learning Activities● Participant Observation | |||||||||||||||||||||||||||||||||||||||||
| |||||||||||||||||||||||||||||||||||||||||
Indicative Reading List
| |||||||||||||||||||||||||||||||||||||||||
Other Resources None | |||||||||||||||||||||||||||||||||||||||||