Customer Journey and Branding
GLOBIS MBA TOP Curriculum Course search results 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
Theme/Reading Materials
| THEME | Growth strategies for brand businesses and the process of rebuilding brands |
|---|---|
| CASE | Harley-Davidson： Rejuvenating an Iconic Brand |
| THEME | Growth strategies for brand businesses and the process of rebuilding brands (continued) |
|---|---|
| CASE | Harley-Davidson： Rejuvenating an Iconic Brand |
| THEME | Understanding the significance of customer journeys to the marketing strategy |
|---|---|
| CASE | N/A |
| THEME | Understanding the concepts of personas and moments of truth |
|---|---|
| CASE | N/A |
| THEME | Creating Personas |
|---|---|
| CASE | Away: Scaling a DTC Travel Brand |
| THEME | Designing Customer Journeys |
|---|---|
| CASE | Away: Scaling a DTC Travel Brand |
| THEME | Product Development and Branding Based on Customer Co-creation |
|---|---|
| CASE | Glossier: Co-Creating a Cult Brand with a Digital Community |
| THEME | Product Development and Branding Based on Customer Co-creation (Continued) |
|---|---|
| CASE | AccorHotels and the Digital Transformation |
| THEME | Understanding the concept of customer-centricity |
|---|---|
| CASE | Japan Airlines: A Customer-centric Transformation |
| THEME | Understanding challenges and solutions in implementing customer-centric approaches |
|---|---|
| CASE | Japan Airlines: A Customer-centric Transformation |
| THEME | Practicing marketing strategy planning using customer journeys |
|---|---|
| CASE | N/A |
| THEME | Practicing marketing strategy planning using customer journeys |
|---|---|
| CASE | N/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
