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Business & Entrepreneurship

Consumer Behaviour and New Product Success

When:

24 July - 01 August 2025

School:

Aalto University Summer School

Institution:

Aalto University

City:

Espoo

Country:

Finland

Language:

English

Credits:

2 EC

Fee:

1170 EUR

Early Bird deadline 28 February 2025
Consumer Behaviour and New Product Success
Top course
Consumer Behaviour and New Product Success

About

Dive into the world of innovation and consumer behaviour this summer. Through interactive sessions and real-world cases, you’ll learn to analyse consumer needs, create impactful marketing campaigns, and drive product success. This course is especially suitable for aspiring marketers and anyone curious about consumer influence.

Effective marketing is crucial to the success of innovations/new products in the marketplace. This course provides you with the knowledge on how to strategically implement the different marketing activities involved in new product introductions and launches, to ensure the success of new products in the marketplace. While the marketing activities in this course include advertising – a product launch marketing activity – the major emphasis is on pre-product launch marketing activities.

The course is grounded in the fundamentals of consumer psychology and behaviour. Lectures incorporate theoretical and real-world examples of how marketing activities shape consumer response to innovations or new products and, therefore, make a case for why companies should strategically execute marketing activities related to their new products/innovations. The individual and group exercises in the course aim to enable students to think reflectively about the theoretical perspectives learnt during the course and practically apply them to business cases.

Course leader

Wuraola Falana is currently a post-doctoral researcher at Aalto University School of Business, where she researches consumer response to product recommendations on innovative retailer platforms. She holds a PhD in Marketing from Hanken School of Economics, Finland. Her PhD research explored consumer response to unconventional innovations (i..e, innovations in which the newness in the product or service is not in the functional or design feature).

Target group

This course is suitable for students in business (e.g., business administration, marketing) and working professionals with basic knowledge of marketing and consumer behaviour. This is an advanced-level course, and a minimum of three study years is required.

Participants must have completed a high school or vocational degree or equivalent by the time the course starts. However, they do not have to be a degree student at a university to participate in our courses.

Additionally, all summer school course students must be 18 years or older, as it is the legal age in Finland.

Course aim

At the end of the course, students will be able to:

- Develop a comprehensive understanding of innovations
- Develop an in-depth understanding of factors make consumers adopt or resist innovations
- Develop an in-depth understanding of ways to collaborate with consumers for innovation/new product insights
- Develop an in-depth understanding of when it is beneficial to market a new product as “designed by users” or “ designed by company experts”.
- Be able to make strategic branding decisions for new products and thereby ensure strong equity for the brand.
- Devise pricing and advertising strategies that ensure new product success in the marketplace

Fee info

Fee

1170 EUR

Interested?

When:

24 July - 01 August 2025

School:

Aalto University Summer School

Institution:

Aalto University

Language:

English

Credits:

2 EC

Early Bird deadline 28 February 2025 Register for this course

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