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Improving the Customer Experience

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$2,381.49

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Modules Package 3 | Specialize in the Customer Experience

About this Event

9 Evening + Weekend Sessions from April 23rd – June 2nd

Apply By: April 15th 2021

The customer is always right, so learn how to put yourself in their shoes. By gaining insight into their journey you can modify the experience to make sure they will be return Users or walk away satisfied.

Ideal for

  • Junior position
  • Those working within the tech space

What you get

  • Become an expert, add foundational knowledge & skills in one area
  • 27-36 hours of class
  • Digital Badge Certification
  • Access to M.AD School of Idea’s international network
  • Advertising’s industry connections

How it works

  • 3 - 4 module courses
  • Feedback sessions
  • Virtual, online classes with industry professionals

		Improving the Customer Experience image

		Improving the Customer Experience image

This package includes 3 skill-building modules:

Module 1: Understanding the Client’s Problem

What key issue is the brand facing? Is it an issue that can be solved by advertising? A planner’s job is to ask the right questions. You will discuss how advertising is a planned, not a haphazard, activity; winning strategies are dependent on rigorous consumer/market analysis.

Key Takeaways

  • The typical structure of a client brief
  • How clients define their issue and examples
  • Questions to ask the client (5 Whys, for example)
  • How to qualify the client’s assumptions
  • How to identify competitors

Dates: April 23rd, 24th, May 12th

Module 2: Developing Insights based on Human Data

In this module you will learn how to develop an insight using available research within four sections: consumer (target audience), culture (current trends), category (what business is the client in) and brand (the client). You will be taught the difference between an insight (a human or brand truth) and an obvious assumption (moms are busy).

Key Takeaways

  • Strategic tools and frameworks to support developing an insight
  • Developing a strong insight with sticking power
  • Ensuring the insight is rooted in a human and brand truth
  • Playing to win: standing out from competitors
  • Knowing when to stop

Dates: May 7th, 8th, 19th

Module 3: Customer Experience Mapping

Apply By: April 15th 2021

This module provides a practical understanding of the value and case for the development and delivery of a customer experience strategy. It also provides a practical understanding of how to design and deliver a strategy and how it can drive customer growth, profitability, and loyalty.

Key Takeaways

  • Understanding target audience (tribes) and their media usage behaviour
  • Opportunities to connect across the consumer journey
  • Digital channels (SEM, Display, Social, Web, etc.,) Consumer-first marketing: adapting to context and triggers
  • Communications planning framework

Dates: May 17th, 18th, June 2nd


		Improving the Customer Experience image

		Improving the Customer Experience image
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