Value Creation In Consumer Journey

Marketing has usually been approached as a linear customer journey, with models like AIDA (Awareness-Interest-Desire-Action). But in today's world, customer journeys are no longer linear - with so many channels, there are numerous touchpoints where people can interact with brands to discover, learn more about, and even complete the purchase. These touchpoints are Media (TV, Print, Facebook, Instagram, TikTok, Gaming, Podcasts and many more) as well as Retail (supermarkets, convenience stores, online retailers like Lazada, Shopee and more). This is compounded by other factors like reduced attention spans and increased competition in every category. All of this is making Marketing harder than ever before. Navigating this complexity requires Brand teams to design and implement marketing activities that will catch attention in the clutter, help build brand memories and allow people to make decisions quickly. In this course, you will learn how to use Behavioural Science principles to design better customer experiences at different touchpoints. You'll explore how each touchpoint can influence awareness, consideration, and purchase, and how small nudges can help customers make positive decisions. You will be exposed to the latest thinking in the Marketing industry and learn from in-market examples of how brands are navigating the complexity. This will include the latest updates in Marketing tools which leverage AI technology. You will also work on a real-world brand challenge, applying what you learn to recommend implementable marketing activations. This module is especially useful for students interested in Marketing, Brand Management, or Customer Research.