IED Barcelona - Escola Superior de Disseny

Intensive Postgraduate Trends Research

IED Barcelona - Escola Superior de Disseny
Este curso no está actualmente activo en nuestra Web
  • Imparte:
  • Modalidad:
    Presencial en Barcelona
  • Precio:
    6.100 €
  • Comienzo:
    27/09/2019
  • Lugar:
    C/ Biada 11
    Barcelona 08012
    España
  • Horario:
    lu-vi, 18.30-22.40
  • Duración:
    30 ECTS
  • Idioma:
    El Curso se imparte en Inglés

Presentación

Today’s advertising, marketing and product development models are often not in synch with the advances made by society and the way in which we experience everyday life. This is why it is now so important for professionals from any field to keep in contact with the culture, expectations and experience of consumers.

The Intensive Postgraduate in Trends Research immerses students in the world of consumer trends, from understanding how and why they emerge, how to identify them, how to understand them to how to apply them successfully.

Objetivos

The aim of the Postgraduate is to help students to construct the critical vision required to identify why things happen, which forces are driving change and how these changes represent new opportunities for businesses.

Programa

History and theory of consumer trends

THE CONSUMER SOCIETY
The origin of the consumer society, its history and main features.

HISTORY OF CULTURAL MOVEMENTS
An analysis of movements in art, design, music and popular culture from the past century to the present day.

SOCIOLOGICAL ANALYSIS OF CONSUMPTION
The major theories and their development throughout history.

MAJOR THEORIES OF TREND PROPAGATION MECHANISMS
The major theoretical approaches examining why trends spread.

CONSUMER TRENDS TODAY
Definition and classification of trends (weak signals, micro/macro/mega trends)

PRACTICAL WORKSHOP
Micro/Macro Trends Consumer behaviour and new research methodologies

INTRODUCTION
An introduction to the module that presents the psychological basis of human consumer behaviour.

FIELDWORK
Quantitative and qualitative analysis and methods.

IDENTITY AND PERSONALITY OF CONSUMERS
A study of the traits and characteristics of consumers that directly influence their behaviour as consumers.

PURCHASE DECISION-MAKING
The process that drives the purchasing decision-making process in consumers today.

CULTURAL ETHNOGRAPHY, ANTHROPOLOGY AND MARKETING
The importance of ethnography and anthropology in marketing research and marketing in the
cultural sector.

NEUROMARKETING
Neuromarketing, its foundations and the neuronal bases applied to consumer behaviour and purchase decision-making.

NEW BEHAVIOURAL MODELS
Smart consumers and consumers in the digital age

PRACTICAL WORKSHOP
Introduction to Behavioural Design Future Scenarios Guerrilla Marketing Workshop Structure of
trends research industry

THE INDUSTRY TODAY
Introduction to how the consumer trends sector operates today.

MAJOR INDUSTRY PLAYERS
Trends research agencies: current business model and challenges faced.
Forecast agencies: current business model and challenges faced.
Coolhunting: current business model and challenges faced.
Media: current business model and challenges faced.
Advertising: current business model and challenges faced.
Social media management: current business model and challenges faced.

PRACTICAL WORKSHOP
Trendwatching
Architect Tour
Applying consumer trends research to decision-making
How to integrate consumer trends and behaviour into decision-making.
New sector drivers, the impact they have on communication agencies and how they reflect on
business.

INDUSTRY ANALYSIS & STRATEGY
Trend analysis is an essential element in studying the strategic position of the company and its surrounding environment.

BRANDING & ADVERTISING
How trends affect the positioning of brands in the famously “engaging” with today’s consumers.

MARKET RESEARCH DRIVEN BUSINESS
Company strategy is increasingly affected by the impact of the digital age and the trends that affect future competitiveness.

PRACTICAL WORKSHOP
Retail Safari
Coaching Session: tips for a good presentation
Final Project
Students undertake a practical coolhunting project during the course under the supervision of the teaching staff. The project involves working with real items so that they can display how they use their skills and abilities.

Cursos relacionados que SÍ están activos

Publicidad

Ver otros cursos de...