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BRANDING: THE CREATIVE JOURNEY SPECIALIZATION


BRANDING AND CUSTOMER EXPERIENCE

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ABOUT THIS COURSE

Whether students come from a Branding or a Customer Experience background or
perspective, this course will explore the synergies between and the intersection
of the two sets of activities. While there are different approaches to defining
a branding strategy, a branding project’s implementation impacts many
departments and their customer-facing activities.

In this sense, it’s essential to understand branding efforts in the context of
Customer Experience. In this course, we will use a framework - adapted from
Customer Journey Mapping - for focusing and organizing students' thinking about
the operational implications of their branding projects. Through the framework,
we will derive an operational language for aligning activities and measuring
impacts across multiple departments and the customer touch points they manage.


INSTRUCTOR

Engage with thought leaders who will transform the way you teach.

Michael Thompson

Customer Experience Professor
IE Business School

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SKILLS YOU WILL GAIN


EMPLOYMENT


LEADERSHIP


MANAGEMENT


CUSTOMER EXPERIENCE




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