Webinars
Marketing Science Intensive: How to Use Tools to Understand Consumer Culture
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.
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 |