Article
Teaching Cohort Analysis: An Important Marketing Management Tool
Marketing Education Review
(2006)
Abstract
Cohort analysis has become a rich and proven market segmentation tool but is primarily absent in Consumer Behavior textbooks and probably in most consumer behavior curriculums. Marketers, among other professions, have found that cohort analysis facilitates effective planning of marketing activities. This article describes a proven cohort analysis experiential activity used in a consumer behavior class. The activity is described in step-by-step detail with class discussion procedures so instructors can use the procedure in their classes. In addition, the actual handout explaining the activity and results from the activity is shown.
Keywords
- Consumers,
- Marketing education,
- Consumer behavior,
- Mathematical models of consumption,
- Marketing strategy,
- Affinity groups,
- Cohort analysis,
- Lectures & lecturing,
- Experiential learning
Disciplines
Publication Date
Summer 2006
DOI
10.1080/10528008.2006.11488957
Citation Information
Gary H. Kritz and Paul M. Arsenault. "Teaching Cohort Analysis: An Important Marketing Management Tool" Marketing Education Review Vol. 16 Iss. 2 (2006) p. 37 - 43 ISSN: 2153-9987 Available at: http://works.bepress.com/gary-kritz/2/