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Michael Thompson
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/4ruv3z/branding
What's inside
Syllabus
Converging on a Common Definition for CX
Customer Journeys as the Lens for Brand Experience
Aligning Brand and Customer Experience across all touch points
Read more
Syllabus
Converging on a Common Definition for CX
Customer Journeys as the Lens for Brand Experience
Aligning Brand and Customer Experience across all touch points
Read more
CX relationship with Employee Experience, Outsourcing and Ethics
THE CAPSTONE PROJECT
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Explores the relationship between branding and customer experience, which is standard in the industry
Examines branding efforts in the context of customer experience, which is highly relevant to industry
Taught by Michael Thompson, who is recognized for their work in branding
Develops an operational language for aligning activities and measuring impacts across multiple departments, which are core skills for customer experience management
Emphasizes the importance of customer journey mapping, which is a valuable tool for understanding customer experience
Requires students to have some background knowledge or experience in branding or customer experience, which may not be suitable for all learners
Save this course
Save Branding and Customer Experience to your list so you can find it easily later:
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Reviews summary
Well-received branding course
Learners say they are largely positive about this branding course. Its engaging assignments, experts in the field, and a practical approach to customer experience make it an exceptional choice. Many students highly recommend this course to learn about branding and customer experience.
Students value the insights from experts in the field.
"I l like how to course brought actual experts in the field to share their real experiences."
"The guest interviews were great and the readings were interesting."
Professor Michael Thompson is highly praised for his expertise and engaging teaching style.
"Prof Thompson has a good hold of the subject and it was a pleasure learning from him."
"I thank Professor Michael Michael Thompson for his course "Branding and customer experience", which radically changed my understanding of the customer experience."
"The lecturer is really good and I highly recommend the course to everyone who wants to learn about Customer Experience."
The course's practical approach to customer experience is a hit with learners.
"It's a practical course packed with lots to learn about the customer journey and the customer experience."
"the course is interesting but i didn't really understand from the instructor, had to do other online research."
Students praise the course's clear and practical content.
"Content and methods (reading, listening, doing yourself) is great!"
"I am so glad I did this course! The information is 100% useful for my daily marketing activities."
"This is a great course . If you want to compete with the big boys and girls, you absolutely need this course."
Some learners express concern that peer-reviewed assignments can be of varying quality.
"My only complaint would be the peer-reviewed nature of the two largest assignments."
"The rubric allows for a wide range of quality in the work that can be submitted in order to receive the certificate."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Branding and Customer Experience with these
activities:
Organize Course Resources
Show steps
Support effective learning by ensuring easy access to essential materials.
Show steps
-
Create a dedicated folder for course materials.
-
Categorize and file resources according to course structure.
Brush up on Customer Journey Mapping Techniques
Show steps
Ensure a solid understanding of Customer Journey Mapping before engaging with course content.
Browse courses on
Customer Journey Mapping
Show steps
-
: Review online resources or articles on Customer Journey Mapping.
-
Complete a practice exercise to create a simple customer journey map.
Review 'Building a Brand Story' by Donald Miller
Show steps
Build foundational understanding about branding and storytelling to set the stage for in-course work.
View
Building a StoryBrand 2.0: Clarify Your Message...
on Amazon
Show steps
-
Read Chapters 1-3 to grasp the core principles of Brand Storytelling.
-
Summarize the key concepts in your own words.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Interactive Brand Experience Tutorial
Show steps
Provide interactive practice with Brand Experience concepts to support comprehension during the course.
Browse courses on
Customer Journey Mapping
Show steps
-
Complete the tutorial modules on 'Customer Journey Mapping'.
-
Apply the concepts to a brand of your choice.
Attend a Customer Journey Mapping Workshop
Show steps
Offer hands-on practice and networking opportunities to reinforce course concepts and expand knowledge.
Browse courses on
Customer Journey Mapping
Show steps
-
Participate in interactive exercises and discussions.
-
Connect with professionals in the field.
Brand Alignment Discussion Group
Show steps
Facilitate peer-to-peer learning and knowledge sharing to enhance understanding of Brand Alignment.
Browse courses on
Brand Alignment
Show steps
-
Join a discussion group focused on Brand Alignment.
-
Share insights and experiences with peers.
-
Collaborate on case studies or projects.
Develop a Brand Experience Plan
Show steps
: Provide a comprehensive project opportunity to apply and showcase knowledge gained in the course.
Browse courses on
Brand Experience
Show steps
-
Define the target audience and customer journey.
-
Identify key touchpoints and customer pain points.
-
Develop strategies to enhance the customer experience.
-
Present the plan to stakeholders.
Organize Course Resources
Show steps
Support effective learning by ensuring easy access to essential materials.
Show steps
Show steps
Show steps
- Create a dedicated folder for course materials.
- Categorize and file resources according to course structure.
Brush up on Customer Journey Mapping Techniques
Show steps
Ensure a solid understanding of Customer Journey Mapping before engaging with course content.
Browse courses on
Customer Journey Mapping
Show steps
Show steps
Show steps
- : Review online resources or articles on Customer Journey Mapping.
- Complete a practice exercise to create a simple customer journey map.
Review 'Building a Brand Story' by Donald Miller
Show steps
Build foundational understanding about branding and storytelling to set the stage for in-course work.
View
Building a StoryBrand 2.0: Clarify Your Message...
on Amazon
Show steps
Show steps
Show steps
- Read Chapters 1-3 to grasp the core principles of Brand Storytelling.
- Summarize the key concepts in your own words.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Interactive Brand Experience Tutorial
Show steps
Provide interactive practice with Brand Experience concepts to support comprehension during the course.
Browse courses on
Customer Journey Mapping
Show steps
Show steps
Show steps
- Complete the tutorial modules on 'Customer Journey Mapping'.
- Apply the concepts to a brand of your choice.
Attend a Customer Journey Mapping Workshop
Show steps
Offer hands-on practice and networking opportunities to reinforce course concepts and expand knowledge.
Browse courses on
Customer Journey Mapping
Show steps
Show steps
Show steps
- Participate in interactive exercises and discussions.
- Connect with professionals in the field.
Brand Alignment Discussion Group
Show steps
Facilitate peer-to-peer learning and knowledge sharing to enhance understanding of Brand Alignment.
Browse courses on
Brand Alignment
Show steps
Show steps
Show steps
- Join a discussion group focused on Brand Alignment.
- Share insights and experiences with peers.
- Collaborate on case studies or projects.
Develop a Brand Experience Plan
Show steps
: Provide a comprehensive project opportunity to apply and showcase knowledge gained in the course.
Browse courses on
Brand Experience
Show steps
Show steps
Show steps
- Define the target audience and customer journey.
- Identify key touchpoints and customer pain points.
- Develop strategies to enhance the customer experience.
- Present the plan to stakeholders.
Career center
Learners who complete Branding and Customer Experience will develop knowledge and skills
that may be useful to these careers:
Customer Experience Manager
Customer Experience Manager
A Customer Experience Manager is responsible for overseeing the customer journey and ensuring that customers have a positive experience with a company. This course will help you develop the skills and knowledge you need to be successful in this role. You will learn how to map customer journeys, identify pain points, and develop strategies to improve the customer experience.
Brand Manager
Brand Manager
A Brand Manager is responsible for developing and implementing strategies to promote and grow a company's brand. This course will help you build a foundation in branding and customer experience, which are essential for success in this role. You will learn how to create and manage a brand identity, develop marketing campaigns, and measure the effectiveness of your branding efforts.
Marketing Manager
Marketing Manager
A Marketing Manager is responsible for developing and implementing marketing campaigns to promote a company's products or services. This course will help you build a foundation in branding and customer experience, which are essential for success in this role. You will learn how to create and manage a brand identity, develop marketing campaigns, and measure the effectiveness of your marketing efforts.
Product Manager
Product Manager
A Product Manager is responsible for developing and managing a company's products. This course will help you build a foundation in branding and customer experience, which are essential for success in this role. You will learn how to create and manage a brand identity, develop product specifications, and launch new products.
Sales Manager
Sales Manager
A Sales Manager is responsible for leading and managing a team of sales professionals. This course will help you develop the skills and knowledge you need to be successful in this role. You will learn how to build relationships with customers, close deals, and manage a sales team.
Account Manager
Account Manager
An Account Manager is responsible for managing relationships with a company's customers. This course will help you develop the skills and knowledge you need to be successful in this role. You will learn how to build relationships with customers, manage accounts, and resolve customer issues.
Customer Success Manager
Customer Success Manager
A Customer Success Manager is responsible for ensuring that customers are successful with a company's products or services. This course will help you develop the skills and knowledge you need to be successful in this role. You will learn how to build relationships with customers, identify customer needs, and develop strategies to improve the customer experience.
Data Analyst
Data Analyst
A Data Analyst is responsible for collecting, analyzing, and interpreting data to help a company make better decisions. This course will help you develop the skills and knowledge you need to be successful in this role. You will learn how to collect and analyze data, and how to use data to identify customer trends and improve the customer experience.
Business Analyst
Business Analyst
A Business Analyst is responsible for analyzing a company's business processes and identifying opportunities for improvement. This course will help you develop the skills and knowledge you need to be successful in this role. You will learn how to map customer journeys, identify pain points, and develop strategies to improve the customer experience.
UX Designer
UX Designer
A UX Designer is responsible for designing the user experience for a company's products or services. This course will help you develop the skills and knowledge you need to be successful in this role. You will learn how to map customer journeys, identify pain points, and develop strategies to improve the user experience.
Web Developer
Web Developer
A Web Developer is responsible for developing and maintaining a company's website. This course will may be useful if you are interested in a career as a Web Developer. You will learn how to create and manage a website, and how to use web development tools to improve the customer experience.
Graphic designer
Graphic designer
A Graphic Designer is responsible for creating visual content for a company's marketing and branding materials. This course will may be useful if you are interested in a career as a Graphic Designer. You will learn how to create and manage a brand identity, and how to use graphic design tools to improve the customer experience.
Social Media Manager
Social Media Manager
A Social Media Manager is responsible for managing a company's social media presence. This course will may be useful if you are interested in a career as a Social Media Manager. You will learn how to create and manage a brand identity, and how to use social media tools to improve the customer experience.
Content Writer
Content Writer
A Content Writer is responsible for creating written content for a company's website, blog, and other marketing materials. This course will may be useful if you are interested in a career as a Content Writer. You will learn how to create and manage a brand identity, and how to use writing skills to improve the customer experience.
Public relations manager
Public relations manager
A Public Relations Manager is responsible for managing a company's public relations. This course will may be useful if you are interested in a career as a Public Relations Manager. You will learn how to create and manage a brand identity, and how to use public relations tools to improve the customer experience.
For more career information including salaries, visit:
OpenCourser.com/course/4ruv3z/branding
Reading list
We've selected 13 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Branding and Customer Experience.
A classic work in branding, David Aaker's book provides a comprehensive overview of the principles and practices of brand building. It valuable resource for students who want to learn more about the strategic and operational aspects of branding.
Explores the concept of the experience economy, in which businesses compete on the basis of the experiences they create for their customers. It valuable resource for students who want to learn more about the importance of customer experience in branding.
Provides a framework for building a customer-centric enterprise. It valuable resource for students who want to learn more about the importance of customer-centricity in branding and customer experience.
Explores the concept of the experience economy, in which businesses compete on the basis of the experiences they create for their customers. It valuable resource for students who want to learn more about the importance of customer experience in branding.
Provides a practical guide to digital transformation. It valuable resource for students who want to learn more about how to use digital technologies to improve customer experience.
Explores the challenges of marketing and selling technology products to mainstream customers. It valuable resource for students who want to learn more about the importance of understanding the customer journey and creating experiences that meet the needs of different customer segments.
Explores the role of emotion in branding and customer experience. It valuable resource for students who want to learn more about how to create experiences that appeal to the hearts of customers.
Explores the changing role of marketing in the digital age. It valuable resource for students who want to learn more about the importance of creating customer-centric experiences and building relationships with customers.
Save
Explores the culture of high-performing teams. It valuable resource for students who want to learn more about how to create a culture that supports customer experience excellence.
Save
Explores the gap between business strategy and customer perception, and provides practical advice on how to bridge this gap. It valuable resource for students who want to learn more about the importance of aligning brand strategy with customer experience.
Provides a practical guide to the lean startup methodology. It valuable resource for students who want to learn more about how to use lean principles to improve customer experience.
Explores the challenges that established firms face when they try to innovate. It valuable resource for students who want to learn more about the importance of innovation in branding and customer experience.
Save
Explores the power of moments in creating memorable experiences. It valuable resource for students who want to learn more about how to create experiences that have a lasting impact.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/4ruv3z/branding
Share
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Effort
2-3 hours/week
Level
Intermediate
Via
Coursera
Institution
IE Business School
Instructor
Michael Thompson
Language
English
Transcripts
Español
Français
Português
Deutsch
Italiano
中文
العربية
한국어
日本語
हिंदी
Nederlands
Svenska
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Türkçe
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اُردُو,
فارسی
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tiếng Việt
پښتو
آذربایجان دیلی
This course belongs to a
collection
called
Branding: The Creative Journey. It's comprised of four courses:
- Branding and Customer Experience (viewing)
- Storytelling in Branding and Content Marketing
- From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories
- Brand Identity and Strategy
Good to know
Explores the relationship between branding and customer experience, which is standard in the industry
Examines branding efforts in the context of customer experience, which is highly relevant to industry
Taught by Michael Thompson, who is recognized for their work in branding
Develops an operational language for aligning activities and measuring impacts across multiple departments, which are core skills for customer experience management
Emphasizes the importance of customer journey mapping, which is a valuable tool for understanding customer experience
Requires students to have some background knowledge or experience in branding or customer experience, which may not be suitable for all learners
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