Branding and Customer Experience (Coursera)

Branding and Customer Experience (Coursera)
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Branding and Customer Experience (Coursera)
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.

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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.

Course 4 of 4 in the Branding: The Creative Journey Specialization.


Course Syllabus


WEEK 1: Converging on a Common Definition for CX

WEEK 2: Customer Journeys as the Lens for Brand Experience

WEEK 3: Aligning Brand and Customer Experience across all touch points

WEEK 4: CX relationship with Employee Experience, Outsourcing and Ethics

WEEK 5: THE CAPSTONE PROJECT



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