What you'll learn
Your customers play a critical role and their needs will guide your overall marketing transformation. In Module 2, you’ll examine the non-linear customer journey in the digital age and the frameworks to map customer experience with your brand. Your understanding of customer needs throughout the journey will help you to effectively build your brand mission and devise relevant social and content strategies for your customers.
Digital marketing topics covered in Module 2:
- Customer journey
- Brand mission
By the end of this module you'll be able to:
- Apply customer journey frameworks to map your customer needs and the moments that matter to them
- Suggest ways to align your brand values with customer needs and across your marketing practices to create a seamless customer experience
- Propose social engagement strategies that address the interests of your targeted segments and brand values
- Create a cohesive content plan to reach your audience with the right messages at specific moments in their journey
Leadership challenge - applying collaborative leadership and customer-centricity
In this module, you’ll examine various case studies that show a lack of consistency in brand messaging because of fragmented marketing functions within the organization. You’ll learn how these companies break down marketing silos and work collaboratively to address customer needs throughout the customer journey.
Assessment: Group Project
For the group project, you’ll imagine you’re working at a leading company and build a strategy to revamp an existing brand. To do this, you’ll apply what you’ve learned about a customer journey framework, brand mission, social and content strategies.