Today’s marketing leaders are expected to utilize a deep understanding of the customer to influence decision making across many different functions, from demand planning and supply chain management to pricing and analytics. The Yale SOM integrated core curriculum provides students with both a strong foundation in marketing and brand management frameworks, as well as tools and methods for applying those concepts to complex, integrated problems. Specialized marketing electives and team-based projects provide you with the expertise you need to pursue your passion, whether it’s decision making, big data, or sustainability.
Areas of Focus
Behavioral Economics, Customer Insights, Marketing Leadership, Advertising, Brand Management, Big Data
Marketing Quote Box
Foundational Marketing Courses
Core: The Customer considers how to align an organization around customer focus.
Platform Elective: Managing Marketing Programs provides a framework for making tactical marketing decisions to execute business strategy.
Strategic Marketing Leadership: Role of the CMO • Marketing Strategy • Listening to the Customer • Strategic Market Measurement
Consumer Behavior • Behavioral Economics in Organizations and Markets • Customer Analytics • Mastering Influence and Persuasion • Strategic Communication • Design & Marketing New Products • Pricing Strategy • Social Media & Internet Marketing • Customer Insights and Applications • Digital Strategy • Sustainability • Emerging Markets • Social Media & Internet Marketing • Mobile Banking (Global Network Course)
Discovery Projects: MBA students work in teams, under the guidance of distinguished faculty, to tackle a current business challenge at a real corporation. Students apply theories and frameworks in behavioral science to help uncover the drivers of customer motivations and preferences. Each project gives students the opportunity to develop and learn team building, analytic thinking, qualitative research methodologies, interviewing skills, client relations, and presentation skills.
Student Profile: Jennifer Peterson '15
At the end of the day, a lot of the problems we will face aren’t just going to be marketing problems or operations problem or even finance problems. We need to come up with solutions that are amenable to all stakeholders and that provide a step forward for organizations as a whole, for their missions, and for their values.
Jennifer Peterson’ 15
Opportunities for Students
Among our 40+ student clubs are several that foster students' leadership in the marketing disciplines through workshops, roundtables, conferences, and fundraisers, including the Design & Innovation Club, Marketing Club, Retail Club, and YCCI Editorial Board.
The Center for Customer Insights hosts a number of events, conferences, and eminent speakers throughout the year. Students have an opportunity to attend many of these events and to engage with visiting corporate partners through volunteer work.
Fellows are an elite group of marketing and business leaders who have been recognized by the Yale Center for Customer Insights for their contributions to the development and dissemination of new customer insights and the practical applications of those insights.
The Colloquium on Marketing Leadership hosted by the Yale Center for Customer Insights brings leaders in marketing, insights, and innovation together with students and faculty to share personal perspectives on their careers, companies, and industries. It explores the latest challenges, opportunities, and developments in the world of marketing, from a wide variety of disciplines, perspectives, and backgrounds. Recent speakers included Nielsen, Converse, Procter & Gamble, and McKinsey leaders. View a list of recent speakers.
Class of 2018 Full-Time Employment by Industry1,2,3
Class of 2018 Full-Time Employment by Industry1,2,3
Forging strong partnerships for powerful insights into evolving consumer behavior.
At Yale SOM’s Center for Customer Insights, we partner with the most innovative and successful companies to understand the evolving dynamics of consumer behavior. Working together, we bring the latest academic theories into the marketplace—and bring back the latest marketplace thinking to our research.
CCI Student Program
Discovery Projects pair elite teams of MBA students under faculty guidance with our partners to drive innovative solutions for real-world marketing problems.
Yale Customer Insights Conference
At the Yale Customer Insights Conference, leading thinkers and doers come together to share notes at an event exploring the frontiers of marketing strategy, consumer choice and product innovation.
Diversity of Perspectives: A mix of global leaders in business, academia, and society present a unique balance of rigorous research and on-the-ground experience.
Inspiration that Recharges: A quick-paced, high-energy agenda drives multi-dimensional thinking and rapid exposure to new ideas to recharge your approach and refresh your toolkit.
After our presentation we got to tour the brewery and finished with a tasting of beers that are not yet out to mark… t.co/z2v6jw0Gfn
Our journey ended with a trip to Portsmouth, New Hampshire where CBA has their Cisco Brewery. Here, we presented ou… t.co/7IGREWIb5C
Once we had our final list and got some feedback from CBA, we created a survey using Amazon MTurk to poll over 2,00… t.co/0cj2hpK95W
After collecting all of this data, we had to synthesize it and dig through it to pick out the most interesting and… t.co/oeRJf4clTU