Customer Journey and Branding

Course Objectives

Students who have acquired basic marketing concepts and are involved in marketing activities in their daily work will learn through this course how to use as their marketing strategy the customer journey map, which has become a standard tool for marketing management. Through case studies and fieldwork, students will explore how to build a brand and tie it into marketing practices.

This course is intended for marketing managers or those who want to find such a position — those with curiosity and imagination are welcome to attend.
To maximize the learning effect for all, students are required to have completed the recommended preliminary courses or have equivalent knowledge and practical experience.

 

Course Details

Programs: Full-time MBA, Part-time & Online MBA
Discipline: Marketing and Strategy
Course Level: Applied Course
Required/Elective Course: Elective Course
Number of Credits: 1.5
Report: Day6
Hours Per Class: 3 hours
Class Capacity: 35

Recommended Preliminary Courses

- Critical Thinking 
- Marketing I

Theme/Reading Materials

Day 1
Session A
THEMEGrowth strategies for brand businesses and the process of rebuilding brands
CASEHarley-Davidson: Rejuvenating an Iconic Brand
Session B
THEMEGrowth strategies for brand businesses and the process of rebuilding brands (continued)
CASEHarley-Davidson: Rejuvenating an Iconic Brand
 
Day 2
Session A
THEMEUnderstanding the significance of customer journeys to the marketing strategy
CASEN/A
Session B
THEMEUnderstanding the concepts of personas and moments of truth
CASEN/A
 
Day 3
Session A
THEMECreating Personas
CASEAway: Scaling a DTC Travel Brand
Session B
THEMEDesigning Customer Journeys
CASEAway: Scaling a DTC Travel Brand
 
Day 4
Session A
THEMEProduct Development and Branding Based on Customer Co-creation
CASEGlossier: Co-Creating a Cult Brand with a Digital Community
Session B
THEMEProduct Development and Branding Based on Customer Co-creation (Continued)
CASEAccorHotels and the Digital Transformation
 
Day 5
Session A
THEMEUnderstanding the concept of customer-centricity
CASEJapan Airlines: A Customer-centric Transformation
Session B
THEMEUnderstanding challenges and solutions in implementing customer-centric approaches
CASEJapan Airlines: A Customer-centric Transformation
 
Day 6
Session A
THEMEPracticing marketing strategy planning using customer journeys
CASEN/A
Session B
THEMEPracticing marketing strategy planning using customer journeys
CASEN/A

Reference

・James Kalbach, Mapping Experiences: A Complete Guide to Customer Alignment Through Journeys, Blueprints, and Diagrams 2nd Edition (Oreilly & Associates Inc, 2020)
ISBN-10: 1492076635 / ISBN-13: 978-1492076636

Faculty

Faculty

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