Course Overview
Consumer Experience Marketing is built on the premise that all successful marketing communications campaigns are built on a solid foundation of understanding the consumers they serve. This course will begin with the basics of segmentation, targeting and positioning and expand to encompass developing user personas and the data driven insights that lead to successful tactical decisions. Learning how to develop a customer journey map and use it throughout the tactical courses is a primary learning objective. The learning in this course is expected to carry over to the tactical marketing communications courses of owned, earned and paid to provide greater consistency and student clarity.
Prerequisite(s)
Credits
4.0
- Not offered this term
- This course is not offered this term. Notify me to receive email notifications when the course opens for registration next term.
Learning Outcomes
Upon successful completion, the student will be able to:
- Demonstrate awareness that consumer insight is at the heart of every successful marketing campaign
- Identify a target market and apply segmentation, targeting and positioning
- Analyze consumer data in order to derive insights on how and where to connect with consumers in a relevant and meaningful way
- Understand the difference between target market and user persona
- Construct insightful and data driven user personas
- Explain the role that a customer journey map plays in executing a strategy and developing tactical marketing communications campaigns
- Prepare a final report that outlines a user persona and customer journey map highlighting tactical recommendations for a real world client
- Develop team collaboration skills
- Develop strong written and oral presentation skills
Effective as of Fall 2024
Related Programs
Consumer Experience Marketing (MKTG 3527) is offered as a part of the following programs:
- Indicates programs accepting international students.
- Indicates programs eligible for students to apply for Post-graduation Work Permit (PGWP).
School of Business + Media
- Marketing Management (Digital Marketing and Brand Strategy Option)
Diploma Full-time
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.