In this course, students will develop a sound understanding of a company’s or organization’s touchpoints with their (prospective) customers along the entire customer journey.
Insights about the most important touchpoints are vital. They enable a company to provide value to its customers. Specific topics to be covered within the broad frame of touchpoints with customers will include the strategic management of brands and marketing communication. Students will, for instance, learn about different brand architectures and strategies, how to position brands, how to measure brand equity and how branding decisions affect consumers. Moreover, students will get acquainted with a wide range of tools and methods to coherently communicate a brand’s or company’s message to consumers.
Students will learn how to choose and evaluate communication instruments and contents based on communication objectives and target audience.
Upon successful completion of this course, students should have an overview of a customer's journey and a company's or organization's touchpoints with customers.
Moreover, students will:
- have an understanding of how to build, strategically develop and sustain strong brands
- be able to critically evaluate branding strategy and suggest improvements
- be familiar with a wide range of marketing communication tools and learn to distinguish different types
- choose marketing instruments that are suitable for specific communication objectives
- have first ‘hands-on’ experience in assessing a brand's efforts and providing strategic recommendations
Attendance is required according to the usual rules at WU.
The attendance requirement is met if a student is present at least 80% of the time.
During the distance learning period, students are required to be online with their cameras on. An attendance report will be extracted from Microsoft Teams.
The course combines interactive lecture elements with group and individual tasks.
The course stresses a practical ‘hands-on’ approach, therefore apart from discussions of real-life examples and case study analyses, the students will have a chance to work on a practice project as well as get in touch with practicioners.
Attendance and participation are compulsory throughout the course.
Subject to change before the 30th of Septmeber
Assessments reflect the learning goals of this module.
Overall, students can achieve a maximum of 100 points, divided into individual and groups tasks.
- Initial report on customer journey and touchpoints - 15 points
- Homework - 15 points
- Exam - 30 points
Group assessment - Group project involving the mapping of touchpoints, brand identity elements and communication of a chosen brand.
- Group project presentation - 25 points
- Group project report - 15 points
1 excellent (sehr gut) - >=90
2 good (gut) - >=80; <90
3 satisfactory (befriedigend) - >=70; <80
4 pass (genügend) - >=60; <70
5 fail (nicht genügend) - <60
Via email (email@example.com) or upon request.