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 following subjects or have equivalent knowledge and practical experience.

 

Course Details

Programs: Full-time MBA, Part-time MBA
Discipline: Marketing and Strategy
Required/Elective Course: Elective Course
Number of Credits: 1.5
Report (Report Day): Day6
Class Capacity: 35 (Part-time MBA)

Recommended Preliminary Courses

- Critical Thinking I
- Marketing I

Theme/Reading Materials

Day 1
Session A
THEME Understanding the concept of customer-centricity
CASE Japan Airlines - A Customer-centric Transformation
Session B
THEME Understanding challenges and solutions in implementing customer-centric approaches
CASE Japan Airlines - A Customer-centric Transformation
 
Day 2
Session A
THEME Examining the challenges in the growth strategy of brand businesses
CASE Harley-Davidson: Rejuvenating an Iconic Brand
Session B
THEME Understanding the process of rebuilding brand strategy
CASE Harley-Davidson: Rejuvenating an Iconic Brand
 
Day 3
Session A
THEME Understanding the significance of customer journeys to the marketing strategy
CASE -----
Session B
THEME Understanding the concepts of personas and moments of truth
CASE -----
 
Day 4
Session A
THEME Practicing the creation of personas
CASE AccorHotels and the Digital Transformation
Session B
THEME Creating a customer journey as a marketing strategy
CASE AccorHotels and the Digital Transformation
 
Day 5
Session A
THEME Extracting the strategic marketing challenges from the customer journey
CASE AccorHotels and the Digital Transformation
Session B
THEME Using a customer journey to build a marketing strategy
CASE AccorHotels and the Digital Transformation
 
Day 6
Session A
THEME Practicing marketing strategy planning using customer journeys
CASE -----
Session B
THEME Practicing marketing strategy planning using customer journeys
CASE -----

Reference

・ Kalbach, James., 2016. Mapping Experiences: A Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams. 1st ed. O'Reilly Media.
ISBN-10: 9781491923535 / ISBN-13: 978-1491923535

Faculty

Gil Chavez
Gil Chavez
Critical and Analytical Skills, Management Philosophy, Marketing and Strategy
The ability to assess a given situation, to quickly sift through data to indentify key factors, is essential in any profession. In business, it is the foundation of management and leadership.