MSc Marketing: 'Consumer Insights' module

Marketing practice and theory is underpinned by in-depth knowledge of people in their role of consumers. This module unpacks the different strategies marketing professionals use to produce consumer insights.

This module included a unique collaboration with the Birmingham Royal Ballet, to immerse students in the ballet experience as both consumers and marketers.

•In this partnership, students applied their learning on design thinking to formulate recommendations for the Ballet to to investigate changing marketplaces and develop a more diverse audience. They also benefit from guest lectures from the Birmingham Royal Ballet management team.

•To close the engagement circle, the best pieces of assessment work from the cohort are selected and presented to the Ballet as recommendations.

Royal Ballet