Insight Lab: Decoding Desire to Drive Marketing Innovation

About

This module is a hands-on Insight Lab where students explore consumer desires across cultures and transform insights into innovative marketing strategies. Through qualitative research and iterative testing, students learn how to decode consumer behaviour and drive impactful innovation in a VUCA world.

This course follows an active, experiential approach, with minimal lectures and maximum practice. Students co-create, test, and refine innovative concepts in workshops and labs, while engaging in daily reflection sessions on their learnings, teamwork, and adaptation in a VUCA world.
At key milestones such as concept boards, interviews, and presentations, they receive interactive guidance and coaching from the professor.

Course leader

Isabelle Palud, Lecturer in Marketing at Tertiary School in Business and Administration (TSiBA) in South Africa.

Target group

Undergraduate / Graduate students. Young professionals welcome.

Course aim

The objectives are to:
• Decode consumer desires and translate them into strategic and innovative marketing opportunities.
• Learn and apply the qualitative research process from hypothesis to strategic recommendations.
• Strengthen multicultural teamwork by adapting to diverse communication and collaboration styles.
• Develop the 4Cs of future-ready leaders: creativity, collaboration, communication, and critical thinking.
• Gain experience in learning by doing, testing assumptions, and iterating quickly based on data.

Fee info

Tuition fees include participation to courses and exams, as well as access to Audencia premises and online resources. Travel, accommodation and living expenses are not included in tuition.