Past Conferences

Marketing Science Intensive: How to Use Tools to Understand Consumer Culture

Overview

Marketing Science Intensive featuring Sharon Shavitt

In this virtual workshop, Sharon Shavitt (University of Illinois at Urbana-Champaign) will help marketers develop strategies that work in diverse cultures. She will share how an understanding of global and regional cultural differences can help marketers create more effective branding and pricing strategies. With hands on examples and exercises, attendees will learn the cultural background “clues” that can help marketers create more effective branding, brand extension, and pricing strategies. The workshops will dive into the differences and commonalities in the value profiles of Eastern and Western consumers, focusing on the cultural core values that predict consumer motivation. This workshop is for researchers and B2B and B2C marketers who want to ensure that their strategies speak to the things that matter to their customers. 

Agenda

11/20/2019

Pre event - November 13: Pre reads and preparation exercises sent out to attendees one week before the event.

12:45 p.m. Workshop room opens
1:00 – 1:15 Kickoff and Introduction
1:15 – 2:15 Presentation, discussion, and hands on exercises
2:15 – 2:30 Questions, takeaways, and wrap up
2:30 Session ends. Post event Q&A

Speakers

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FAQs

What is a Marketing Science Intensive?
The Marketing Science Intensives Program enables you to build your knowledge portfolio and learn techniques you can apply to your business today, using MSI’s trusted platform of leading academics and top marketers. Over the course of a year, the stackable learning experiences will deliver a foundational understanding of the most exciting topics in marketing today. In each Intensive, a top academic will present new research-generated knowledge on an important topic in consumer behaviour, marketing analytics, or marketing strategy, offering breakthrough insights and practical applications for marketers.

What can you expect?
With a limited number of seats, attendees are expected to be active participants in the workshop. The virtual working environment enables participants to raise questions and share insights with others from industry-leading companies and the format will include interactive exercises throughout. Designed to provide deep learning with real job relevance, attendees will receive pre-reads and assignments one week ahead of the workshop to prepare for the discussion.

Who should attend?
All workshops are designed to be relevant across industries and company roles and to accommodate varying levels of expertise in qualitative and quantitative approaches. MSI Intensives are available exclusively and at no cost to MSI members by logging in with a company email address. Space is limited.

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