The challenge of teaching consumer insights to non-marketing students as a minor in undergraduate studies: Empathy maps as a didactic resource

• Published in: Journal for advancement of marketing education 2020-10, Vol.28 (2), p.14-24
• Main Authors: Fernández, Beatriz Feijoo, Martínez, Adela López
• Format: Article
• Language: English
• Subjects: Accreditation; Advertising; Colleges & universities; Consumer behavior; Education; Empathy; Interdisciplinary aspects; Knowledge; Learning; Marketing; Private schools; Relativism; Science; Teaching; University students
• ISSN: 2326-3296; 1537-5137

Purpose of the Study: This article shares the teaching experience of introducing non-specialist students to the study of consumer behavior through the use of empathy maps as a learning resource in 2017 and 2018 through courses in one of the Top 10 private universities in Chile for students studying a minor in advertising. Method/Design and Sample: The research design involved a qualitative methodology using data from two advertising courses that contained non-marketing students. Main findings are result of a combination of empirical and documentary sources and were analysed using self- reflection techniques which were supported by a survey on the usefulness of the empathy map as a teaching resource completed by students who participated in these courses. Results: 93.5% of students in the courses recommend learning about them to friends. However, an effective application of empathy maps in this setting brings with it a series of limitations, such as the need for prior training in market research methodologies by learners, which was a particularly difficult requirement to comply with in the setting described herein. Value to Marketing Educators: These compulsory interdisciplinary courses seek to provide the student with knowledge and skills different from those of the degree they are pursuing. The simplicity of empathy maps, as well as the possibility of applying then in a variety of contexts, make them an ideal resource for developing consumer insight for non- marketing students.