This course is part of the Branding: The Creative Journey Specialization

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Michael Thompson

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Offered By

Branding: The Creative Journey SpecializationIE Business School

About this Course

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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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Shareable Certificate

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Course 4 of 4 in the

Branding: The Creative Journey Specialization

Intermediate Level

Approx. 11 hours to complete

English

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Skills you will gain

Employment
Leadership
Management
Customer Experience

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 4 of 4 in the

Branding: The Creative Journey Specialization

Intermediate Level

Approx. 11 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.72/5 (107 Ratings)

Michael Thompson

Customer Experience Professor

IE School of Human Sciences and Technology

25,608 Learners

1 Course

Offered by

IE Business School

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.

Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.

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Syllabus - What you will learn from this course

Content Rating94%(2,850 ratings)

Week1

Week 1

3 hours to complete

Converging on a Common Definition for CX

3 hours to complete

11 videos (Total 61 min), 4 readings, 1 quiz

11 videos

CX and Branding: Course Overview3mCX All Around Us: Public Transport2mCX and Branding Teams: Titles, Scope and Organizational ¨Fit¨2mThe CX ¨Tower of Babel¨6mTowards a More Complete CX Definition4mMaking Sense of Variations of CJMs3mCustomer Journey Mapping from an Expert: Beatriz Macarrón, Strategy Director, Garaje de Ideas19mThe Context of ¨Why¨: The Value of Contextual and Observational Research5mSo Many Touchpoints...5mIt's All About Alignment (Part 1)3mIt's All About Alignment (Part 2)5m

4 readings

Required Reading: The CX Tower of Babel: What CX Descriptions Tell Us About Corporate CX Initiatives10mRequired Reading: When and How to Create Customer Journey Maps10mRequired Reading: Common Pitfalls of Customer Journey Mapping10mRecommended/Optional Readings/Resources10m

Week2

Week 2

2 hours to complete

Customer Journeys as the Lens for Brand Experience

2 hours to complete

10 videos (Total 57 min), 4 readings, 1 quiz

10 videos

Branding, CX, and Restaurant Menus2mMapping Branding Activities in the Context of Customer Journeys2mAligning Brand Strategy with an Expert: Luis Villa - Strategy Director at Fjord - Accenture Interactive14mEvaluating the Contribution of Branding to CX1mBrand Guidelines and Their Impact on CX From an Expert: Leslie Andrachuk - Co-Founder of Alpha Woman13mThe Reality of Brand Guidelines4mBrand Guidelines: Getting Your Colleagues to Pay Attention4mBranding Strategy Orphans4mWhy CX Metrics Projects Miss the Mark3mWhy You Should Do CX Metrics Projects Anyways4m

4 readings

Required Reading: Packaging and Branding10mRequired Reading: CX Measurement Strategies10mRequired Readings: CX Dashboards10mRecommended/Optional Readings10m

1 practice exercise

Quiz 2

Week3

Week 3

2 hours to complete

Aligning Brand and Customer Experience across all touch points

2 hours to complete

10 videos (Total 65 min), 6 readings, 1 quiz

10 videos

The Brand Impact of Parking Garages2mBrand Messaging Confronts the Real World4mDeath by 1000 CX Papercuts4mUser Experience, Customer Experience, and the Relationship to Brand4mWhy Product Teams Hate Branding Projects4mHow Branding Projects Can Find Peace with Product Teams From an Expert: Julien Bouvet - Senior UX Designer, Axance13mWhy Customer Service Gets Pulled in Different Directions4mCall Centers and Their Impact on Brand From an Expert: Ger Doyle - Global Head of Customer Operations, Roche Diabetes Care14mDon't Let the Chatbot Project be an IT Project5mWhat Behavioral Economics Tells Us About Where to Focus Our CX Efforts6m

6 readings

Required Reading: A Fine is a Price10mRequired Reading: Customer Experience vs User Experience: Why the Difference Matters10mRequired Reading: UX Research and Market Research10mRequired Reading: Building a Brand Through Customer Support10mRequired Reading: Building Brand Touchpoints10mRecommended/Optional Readings10m

1 practice exercise

Week 3

Week4

Week 4

2 hours to complete

CX relationship with Employee Experience, Outsourcing and Ethics

2 hours to complete

10 videos (Total 46 min), 9 readings, 1 quiz

10 videos

Recycling Your CX2mUsing a Value Proposition Canvas to Increase Team Alignment5mWhat is Employee Experience and Why Does it Matter?5mUnderstanding Where Your Colleagues are Losing the Brand Message4mWhat Drives a Company to Outsource Customer Touchpoints?4mThe Hidden Costs of Outsourcing Customer Research4mOutsourcing Continued: How to Mitigate the Risks6mEthics Matters Part 1: Where is Your Ethical Line?6mEthics Matters Part 2: Using Customer Data for CX6mSome Final Words From Michael1m

9 readings

Required Video: Value Proposition Canvas Explained by Alex Osterwalde10mRequired Readings: Employee Journeys10mRequired Video: RSA ANIMATE: Drive: The surprising truth about what motivates us10mRequired Reading: How Business Partners Affect the CX with your Brand10mRequired Reading: Top 10 Market Research Mistakes10mRequired Reading: Common customer experience strategy mistakes—and how to avoid them10mRequired Reading: The misuse of data10mRequired Reading: Learn How Anecdotal Evidence Can Trick You!10mRecommended/Optional Readings10m

1 practice exercise

Week 4

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TOP REVIEWS FROM BRANDING AND CUSTOMER EXPERIENCE

by OOAug 26, 2020

it was very insightful and educational..

Great Job!

by TMay 18, 2020

A reall insightful course. Topics covered in the course were very different from those taught in class.

by LGMay 24, 2020

I am so glad I did this course! The information is 100% useful for my daily marketing activities. Michael Thompson is an excellent professor. The videos are concise and effective.

by APJun 15, 2020

Fantastic course, gives you unique information and new vision

View all reviews

About the Branding: The Creative Journey Specialization

This Specialization aims to make branding concepts accessible to every learner and to teach them to analyze and apply all the relevant concepts, using the broad and diverse toolkit of branding. It provides you with the necessary tools so that you are able to understand the brand behavior, understand the language of a brand and learn about the rational and emotional elements behind brands. It also attempts to make you understand the language of images. The amount of audiovisual content we receive today makes it hard for brands to break through that noise. It ends up teaching how to understand branding efforts in the context of customer experience.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Branding and Customer Experience

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