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The success of many companies and nonprofit organizationswhether they be Coca-Cola, Procter & Gamble, Samsung, BMW, Apple, Disney, or the Metropolitan Operalies in genuine insights into the minds, hearts, and behaviors of consumers. Which product is going to be a hit, and which one is going to flop? Which aging brand can be revived, and which one is doomed to die? Which product positioning is going to work? What price will consumers be willing to pay? Whats the next big market trend? How does a business become more relevant to consumers? These are just a few of the many questions that businesses constantly face and that require genuine consumer insights. While it is tempting to rely on intuition to answer these questionsafter all, arent we all consumers?history has taught us that intuitions about consumers are often ill-informed.
Division: Marketing
Curriculum Pathway: Customer Insights

Spring 2027

B8607 - 001

Faculty
Michel Pham
Part of Term
MBA - Block Week - Jan 19 - 23 | TWRFS
Section Syllabus
No Syllabus
Section Notes

Attendance at the first class is mandatory for all CBS students who are enrolled, on the waitlist, or hoping to add the course during Add/Drop.

Format
Block Week
Day(s)
Date(s)
Start/End Time
Room
  • Tuesday, Wednesday, Thursday, Friday, Saturday 01/19/2027 - 01/23/2027 9:00AM - 5:00PM Geffen 440

B8607 - 002

Faculty
Michel Pham
Part of Term
MBA - Full Term
Section Syllabus
No Syllabus
Section Notes

Attendance at the first class is mandatory for all CBS students who are enrolled, on the waitlist, or hoping to add the course during Add/Drop.

Format
Full Term
Day(s)
Date(s)
Start/End Time
Room
  • Wednesday 01/25/2027 - 04/30/2027 2:20PM - 5:35PM Geffen 520

Spring 2026

B8607 - 001

Faculty
Michel Pham
Part of Term
MBA - Full Term
Section Syllabus
Download Syllabus
Section Notes

Attendance at the first class is mandatory for all CBS students who are enrolled, on the waitlist, or hoping to add the course during Add/Drop.

Format
Full Term
Day(s)
Date(s)
Start/End Time
Room
  • Tuesday 01/26/2026 - 05/01/2026 2:20PM - 5:35PM Kravis 870

B8607 - 002

Faculty
Michel Pham
Part of Term
MBA - Full Term
Section Syllabus
Download Syllabus
Section Notes

Attendance at the first class is mandatory for all CBS students who are enrolled, on the waitlist, or hoping to add the course during Add/Drop.

Format
Full Term
Day(s)
Date(s)
Start/End Time
Room
  • Wednesday 01/26/2026 - 05/01/2026 2:20PM - 5:35PM Kravis 870

Spring 2025

B8607 - 001

Faculty
Michel Pham
Part of Term
MBA - Full Term
Section Syllabus
Download Syllabus
Section Notes

Attendance at the first class is mandatory for all enrolled students and those on a waitlist or who hope to add the class during Add/Drop.

Format
Full Term
Day(s)
Date(s)
Start/End Time
Room
  • Wednesday 01/27/2025 - 05/02/2025 2:20PM - 5:35PM Kravis 870

Spring 2024

B8607 - 001

Faculty
Michel Pham
Part of Term
MBA - Full Term
Section Syllabus
Download Syllabus
Section Notes

Attendance at first class is mandatory for all enrolled students as well as those on a waitlist or who hope to add the class during Add/Drop.

Format
Full Term
Day(s)
Date(s)
Start/End Time
Room
  • Wednesday 01/22/2024 - 04/26/2024 2:20PM - 5:35PM Geffen 440
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