Uniwersytet Warszawski - Centralny System Uwierzytelniania
Strona główna

Marketing and Consumer Insights in Business 2500-EN-PS-EAp-03
Ćwiczenia (CW) Semestr letni 2023/24

Informacje o zajęciach (wspólne dla wszystkich grup)

Liczba godzin: 30
Limit miejsc: (brak limitu)
Zaliczenie: Zaliczenie na ocenę
Metody i kryteria oceniania: (tylko po angielsku)

Our expectations and basis for grading is as follows:

− Homework + in-class presentations – 50% (average grades of all tasks)

− In-class activity – 50%

What will be rewarded in particular:

o Asking questions that deepen the understanding of the

presented topic

o Taking part in the discussion by giving comments based on

the previously acquired knowledge

o Giving thoughtful answers to the questions asked by the


At the end of each class, students receive feedback on their


Attendance rules One unexcused absence is permitted. A second absence is only permitted

in case of formal excuse.

On punctuality: being late in classes is disruptive; being more than ten

minutes late repetitively (3 times) will be counted as one absence.

Zakres tematów: (tylko po angielsku)

Class 1: Intro to the course: business approach

− Course description, organizational topics

− Way of working in business:

• Business language (decoding corpo-abbreviations)

• ABC of alcohol; sobriety and ethical aspects

• From business issue to solution

• Time & budget framework management

• Brief presentation skills (C level presentation guidelines)

• Business case

Class 2: Beer category in Poland as an example of a FMCG

− Key information about beer category: size & dynamics in Poland

− Key consumption patterns: occasions, motivations, consumer

segments, sales channels

− Diaries as a tool to follow consumers – shopping, in-home and

OOH behaviors

− Examples of consumer portraits

Homework 1: make a small research and presentation (3 ppt slides) about

beer market situation for selected countries (preferably for markets that

students know better – their home countries)

Class 3: Beer consumers – segments, patterns, scale

− Consumer segments – demographic, psychographic, based on


− Consumer segments – scale

− Basic division: gender – e.g. beer consumption patterns

− Info about methods used: segmentation studies, diary studies

Class 4: Beer consumers – deep dive

− A closer look at beer consumers – habits, needs, motivations

− Exercises (in small groups): persona building (first step do design


− Methods used to research consumer & searching for insights:

• Ethnography, in-home interviews

• Visual sociology & semiotics

• Observation/ participatory observation

• Desk research

Homework 2: make a summary from a mini-research project about beer

rituals in Poland vs some other country (presentation, ppt, students)/

draw – which consumer segment to analyze (different consumer

segments will be covered)

Class 5: Beer consumers – analysis of homework presentations

− Each person makes a short presentation of their homework.

Feedback from the group & teachers.

− Looking for similarities & differences between segments &

countries (common ground), searching for opportunities and

inspirations (trends)

− Searching for insights based on the conducted analysis – what

does it mean for the business – product/


Class 6: From consumer to insight

− What is insight vs. observation

− Usage of insights for brand positioning & product development

− Putting insights into concept

− Structure of a concept: I, B, RTB

− Exercise in small groups: writing concepts for selected brand

based on insights delivered

Class 7: Brand communication executed

− How brands communicate with consumers?

− What are the key touchpoints?

− Exercises: based on selected communication campaigns we will


• The positioning and concepts

• Game rules for communication in beer category

Homework 3: preparing short presentation about a beer brand that does

amazing job in long-term communication + explanation

Class 8: Brand condition – tracking studies

− How to measure brand condition?

− What are the key metrics: funnel, equity, reach of campaign

− How to communicate results?

− What decisions can be made?

Homework 4 (in pairs): Based on a set of slides, prepare a

recommendation for a brand-team to start some actions on a brand.

Class 9: Managing brand portfolio inside of a company

− Analyzing homework – feedback session & discussion.

− Looking at of companies which have a set of brands (one


− Basics of revenue management

− Promotional mechanisms

Class 10: NPD development – step 1: defining the market & TG

− Intro to product segmentation

− Moderated product mapping

− Beer segments in Poland (characteristics and scale, business


− Trade marketing & in-store wars – key concepts and metrics

(rotation, visibility...)

− Concept of cannibalization and business case analysis

Homework 5 (in pairs): Go to a few stores (HM, SM, TT) and check how

various beers are segmented on the shelf (picture documentation

required) – what patterns are visible, how beers are grouped, does it

differ from store to store, how does it affect performance (sales), why?

Class 11: NPD Development –step 2: writing own NPD concepts

− Keeping brands interesting – NPD development (analysis of

trends, innovation mechanics)

− Short training in design thinking techniques

− Exercise (pairs): creating product concepts based on predefined

assumptions and insights (for the existing and new products)

Class 12: NPD Development – step 3: product appears in the world

− Product positioning, the issue of consistency & expectations

management: segment – brand – liquid – packaging – in-store


− Packs design in beer – trend analysis

− Intro to semiotic analysis: emergent; dominant; residual visual


− Working on examples – analyzing various types of beer packaging:

what codes do we observe, what do they say?

− Pack size & pricing

Class 13: NPD Development – step 4: liquid & product test

Note: this class takes place in the evening and at the KP office at Emilii

Plater 53. Bring your ID, as this is required to enter the building.

During this class students have the opportunity to observe how a product

testing is conducted. If students would like, they may participate but they

do not have to (and this will not negative affect their assessment). This

involves product tasting; non-alcoholic beer will be available.

− When in need of a new product – start with a brief – how to do it?

− Key principles on sensoric analysis (product idea, key dimensions,


− How to write a good questionnaire for sensoric analysis

Homework 6 (in pairs): based on a database (xls, sav) provided, students

will conduct a statistical analysis to advise whether a product should be

launched or not, or if some modifications are needed (new brief)

Class 14: NPD Development – step 5: product test results & decisions

− Each group makes a short presentation of their homework.

Feedback from the group & teachers.

− Presentation of a real report from a product test.

− Discussing potential recommendation for the business

Classes 15: What is the role of strategy department in corporation

− Role of consumer data in business planning

− Different roles and responsibilities: REVENUE; CONSUMER


Metody dydaktyczne: (tylko po angielsku)

Each class will consist of a small lecture + exercises based on practical


Participants are required to actively participate in the discussion as well as

prepare & present homework tasks (will be required for most of the


In order to prepare these tasks, students will have to use online

resources, analyze a variety of qualitative & quantitative materials.

Teachers will comment on the prepared homework, give feedback and

present good practice examples.

Grupy zajęciowe

zobacz na planie zajęć

Grupa Termin(y) Prowadzący Miejsca Liczba osób w grupie / limit miejsc Akcje
1 wielokrotnie, wtorek (niestandardowa częstotliwość), 17:45 - 20:15, sala 128
Magdalena Stec 7/12 szczegóły
Wszystkie zajęcia odbywają się w budynku:
Budynek Dydaktyczny - Stawki 5/7
Opisy przedmiotów w USOS i USOSweb są chronione prawem autorskim.
Właścicielem praw autorskich jest Uniwersytet Warszawski.
Krakowskie Przedmieście 26/28
00-927 Warszawa
tel: +48 22 55 20 000 https://uw.edu.pl/
kontakt deklaracja dostępności USOSweb (2024-03-22)