Professor Manoj Thomas is a behavioral scientist who trains business executives to be customer-centric leaders and encourages them to build meaningful and purposeful connections with customers. Thomas has received the Apple Award and the Stephen Russell Family Teaching Award for excellence in teaching. Thomas is an expert on the psychology of price evaluations. He also studies how moral intuitions and political identity influence consumer behavior. His research has been published in marketing and psychology journals. He is the co-author of the book Why People (Don’t) Buy: GO and STOP signals. He is an associate editor for the Journal of Marketing Research and the Journal of Consumer Research.
Behavioral Science for InnovationCornell Course
Behavioral Science for Innovation ()
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Course Overview
As your products move through different product life cycles, you need to tailor your marketing messaging and your strategy. Why does it matter whether your product is the first of its kind in the category or if it's reached the stage of being a "cash cow”?
In this course, you will assess whether it is always better to be the first one to introduce a new product or idea to the market. Using examples of popular consumer products, you will examine how products diffuse into a market to help you plan your strategy for introducing new products. You will apply insights about consumer behavior – tied to the three key drivers – to support your predictions of how consumers might adopt your new product.
You are required to have completed the following courses or have equivalent experience before taking this course:
- Introduction to Behavioral Science
- Drivers of Consumer Behavior: Attention, Emotion, Coherence
Key Course Takeaways
- Examine the risks of pioneering
- Identify how products move through a market
- Use Google Trends to do portfolio and competitor analysis
- Consider how social contagions impact the adoption of a product in which you are interested
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Course Length
2 weeks
Effort
3 to 5 hours of study per week
Format
100% online, instructor-led
Course Author
Nakashimoato Professor of Marketing and Sr. Director of Executive MBA Programs, Cornell SC Johnson College of Business
Who Should Enroll
- Marketers
- Brand managers
- Product managers
- Engineers and software developers
- Tech leaders
- Project managers
- UX and web design professionals
- Entrepreneurs
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