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.
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Branding and Customer Experience
This course is part of Branding: The Creative Journey Specialization
Instructor: Michael Thompson
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There are 5 modules in this course
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11 videos4 readings1 peer review1 discussion prompt
What's included
10 videos4 readings1 assignment1 plugin
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10 videos6 readings1 assignment
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10 videos9 readings1 assignment
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4 videos2 readings1 assignment1 peer review
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University of Michigan
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