The Two Skills Every Marketing Student Must Learn

• By employing ethnographic research methods, future marketers can better understand not only consumer behaviors but also the cultural contexts that shape them.
• When students pair these methods with effective storytelling, they learn to create immersive brand narratives and build emotional connections with audiences that go beyond those that traditional advertising can evoke.
• These innovative teaching methods instill in students the communication, critical thinking, and real-world application skills they will need to design marketing strategies suited to the digital age.

 
How can 21st-century marketers cut through the noise of the digital age? They must create memorable, compelling, and culturally relevant content. This makes two skills especially important for students in our marketing courses to master: the application of anthropology and the art of storytelling. When marketing faculty integrate these two transformative topics into their courses, they give students a more comprehensive understanding of markets and consumer dynamics.

Why is this true? As the study of human societies, anthropology plays an essential role in helping marketers understand buyers’ behavior, from how consumer culture theory sheds light on factors that drive consumerism to how anthropological insights support culturally resonant marketing practices.

The ancient art of storytelling is just as vital, not just for selling products but for creating narratives that resonate with audiences. Marketers can use effective storytelling to understand and influence human behavior and to craft narratives that engage consumers emotionally and psychologically. As Jennifer Aaker of Stanford Graduate School of Business points out, stories are up to 22 times more memorable than facts alone.

That’s why we encourage BBA and MBA students at Woxsen University in Hyderabad, India, to hone their skills in both areas. In two of our courses—Marketing in Action and Brand Management—we ask students to use ethnographic research methods to observe and interpret the subtleties of consumer interactions, cultural norms, and societal trends. We also design assignments in which they learn to tell stories that build brand identity, encourage consumer loyalty, and forge deeper connections with target audiences. Our goal is for them to gain qualitative insights that are crucial for effective and targeted marketing strategies.

Going on a ‘Brand Journey’

Woxsen’s marketing faculty address these topics through case studies, field research projects, and collaborative storytelling exercises. One such research project is called “the brand journey.”

For this project, we ask students to conduct ethnographic research into the significance and messaging of a particular brand through the lens of potential consumers. We then ask them to create narratives that reflect their findings. We want students to study all aspects of the brand—not only its offerings, but also the fundamental reasons for its existence.

For the brand journey project in Woxsen's Marketing in Action class, one student team illustrated the brand evolution for Amul, a dairy company in India, on the four sides of a representation of a large cardboard milk carton that they constructed.

Working in teams of five to seven, students complete the brand journey project in multiple phases:

Select and research a brand to study. After each team chooses a brand to explore, students begin their research. They seek to better understand their chosen brand’s founding story, initial positioning, and key milestones and turning points, as well as the evolution of its logo, messaging, and product offerings.

Develop a narrative. Next, students chronicle the selected brand’s journey in a story that incorporates the challenges and successes that have affected it over time. Their narratives describe shifts in target audience or market positioning, as well as the impact of brand strategies on customer loyalty. Students practice storytelling techniques, emphasizing the emotional and psychological connections that brands forge with their audiences.

Examine the brand’s online presence. Students supplement their findings by conducting online ethnographic research. They examine the brand’s website and social media presence, read online customer reviews and discussions, and search for relevant industry news and trends.

Experience a real-world immersion. To deepen their understanding, students visit a store or location associated with the brand to experience its physical environment, observe customer interactions, and interview store staff and customers to gather firsthand experiences. Through this analysis and immersion, students learn to appreciate the practical aspects of brand management and customer engagement.

Left: A student team visited éwoke, a restaurant in Hyderabad, to conduct ethnographic research, which included sampling the food; observing business patterns; and interviewing the owner, staff, and customers. Right: Team members presented this storyboard to the class with their findings and marketing strategy recommendations.

Create a future brand strategy proposal. Students present their brand story analyses, customer insights, and future strategy recommendations to the class. These proposals suggest ways the company might address opportunities for growth and innovation, adapt to market changes, and enhance customer engagement and brand loyalty, all while maintaining the brand’s existing strengths.

Evaluate the proposals. Finally, the class collaboratively analyzes the potential effectiveness of the proposals, including the recommended marketing strategies and the practical application of anthropological and storytelling techniques.

Throughout the project, students must think critically and creatively about brand development. They build a holistic understanding of brand journeys, develop their storytelling and critical thinking skills, and gain practical experience in conducting field research and analyzing customer experiences.

Using Storytelling as a Pedagogical Tool

In our Marketing in Action course, we ask students to form teams to craft engaging stories about existing brands. Before they begin, we cover the 14 brand storytelling techniques, which include visual, data-driven, audience-centered, mission-focused, character-driven, educational, and legacy. As groups of students experiment with these strategies, they focus on discovering how great narratives can evoke emotions, build connections with consumers, and inspire action.

One student team chose Woxsen University for its project, using a visual storytelling technique to represent the institution’s brand.

One student team created a story that represented the brand of Woxsen University. The story began with the following description: Rohan stood frozen in front of the towering gates of Woxsen, his heart pounding a frantic rhythm against his ribs. A nervous thrill snaked its way through him, coiling with excitement. He couldn’t resist a quick peek through the wrought iron bars. The glimpse was like a kaleidoscope come to life.

The tale went on to describe Rohan as he viewed students engaging in a range of activities, such as playing sports, working with AI-powered robotics, and pitching ideas for new entrepreneurial ventures. It ended by emphasizing the emotional connection between the protagonist and the university. 

As part of this project, the teams present their stories to the class, receiving feedback that they incorporate into the final product. Then, all groups present a small exhibition in an open area in the university to share their storyboards with other members of the university community.

Through this exercise, students discover that brands aren’t merely products or services, but also emotional concepts that customers believe reflect and enhance their self-identities—that help them make sense of who they are. Students learn that when a company clearly communicates the purpose of its brand, it is more likely to take actions that reinforce that purpose and make stronger and more credible promises to consumers.

Students recognize that such promises are deeply impactful because they are rooted in a shared belief system. At that point, students can apply this understanding to creating effective brand strategies in the marketplace.

They also learn that purchasing decisions are influenced by the way consumers view themselves and the world—and that these views can vary among different target audiences. Students explore specific demographics through the lens of brand anthropology in order to develop a deeper understanding of consumer behavior and identity. Using a scientific approach, they can design more effective strategies and messaging for each consumer group.

The Anthropology-Storytelling Connection

Project-based learning is a powerful way to combine anthropology and storytelling, whether students explore a brand’s evolution, conduct ethnographic research on a specific consumer segment, or use their research findings to create detailed brand narratives. By visiting local markets, observing employees and consumers, and conducting interviews, students will better understand cultural norms and societal trends.

For example, faculty might ask students to study a particular cultural group’s buying habits and preferences, and then develop a marketing campaign that speaks directly to that group's values and experiences. This approach teaches students why it is so important to understand the consumer’s cultural context, as well as how they can translate that knowledge into effective marketing messages.

The integration of anthropology and storytelling into marketing courses prepares students for meaningful careers and aligns with AACSB’s emphasis on engagement, innovation, and impact.

Or, faculty could encourage students to develop brand narratives that resonate with a target audience emotionally and psychologically. For this, faculty might ask students to create and present brand stories for existing companies or hypothetical brands, focusing on elements such as challenges, successes, and the brand’s emotional journey.

By using ethnographic methods and immersing themselves in brand environments, students will strengthen their critical thinking and analytical skills. They will learn to appreciate the complexities of consumer behavior as they design culturally resonant marketing strategies. And as they tell compelling brand stories that engage consumers, they will enhance their communication skills. They will need all of these abilities to create impactful marketing campaigns that stand out in the digital age.

Practical Steps in the Curriculum

Professors can start implementing these methods slowly, by integrating small projects into their existing courses. This can take many forms in the classroom:

• Simple ethnographic observation assignments, potentially followed by storytelling exercises based on students’ findings. These small activities can be gradually expanded into more comprehensive projects, or eventually even into dedicated marketing courses focused on anthropology and storytelling.
• Field-based ethnographic projects that require students to interact with real consumers and businesses, bridging the gap between theoretical knowledge and practical application.
• Storytelling workshops where students learn to create and present brand narratives based on their research, fostering creativity and innovation.
• Real-world challenges and opportunities that ensure that the learning experience is impactful to industry. For instance, task students with developing socially relevant campaigns or marketing strategies for emerging markets.
• Participation from industry, so that professionals have opportunities to contribute to courses and act as guest speakers who share their experiences with these topics.

No matter what the approach, the goal is for students to gain a comprehensive understanding of market dynamics. This holistic view is crucial if they are to design influential marketing strategies.

Effective, Inspiring, and AACSB-Aligned

Business schools that integrate anthropology and storytelling into their marketing courses don’t just prepare students for meaningful and impactful careers. They also align their marketing courses with the three principles emphasized by AACSB accreditation standards: engagement, innovation, and impact.

Ethnographic research methods encourage engagement by requiring students to go out into the field to observe and interact with consumers. These topics inspire faculty to adopt innovative pedagogical methods and push students to explore innovative ways of engaging with consumers. And when students become effective storytellers and brand anthropologists, they are more likely to have a positive impact on organizations.

Analyzing cultural contexts and crafting meaningful narratives will remain essential skills for the next generation of marketers. For that reason, integrating the study of anthropology and storytelling into the curriculum is not just an optional academic exercise. It’s a strategic imperative for developing savvy professionals who will thrive in the dynamic marketing field.