Marketers map consumer interactions to influence purchase decisions. Understanding how customers acquire, use, and dispose of products is key to succeed in the marketplace. Visualizing the customer journey helps marketers influence purchasing decisions to deliver greater value.
Athena Title
Cons Behav and Journey Mapping
Prerequisite
Permission of department
Semester Course Offered
Offered every year.
Grading System
A - F (Traditional)
Student Learning Outcomes
Students will understand consumer behavior and be able to pinpoint touchpoints in the consumer journey which are becoming two of the most important areas in the Marketing field.
Students will understand the goal of applying the knowledge and techniques learned in this course using tools and databases available to the students.
Students will understand how to complete multiple hands-on exercises using tools that are relevant in the marketplace.
Topical Outline
Motivation and Needs: Understanding what drives consumers to make decisions, considering both functional and emotional needs.
Perception, Learning, and Memory: How consumers interpret and make sense of information, including how they perceive products, brands, and marketing messages, learn from experiences, and remember product or brand-related information.
Attitudes and Beliefs: Analyzing consumers' attitudes and beliefs toward products, brands, and the overall market.
Decision-Making Process: Studying the steps consumers go through when making purchasing decisions, including problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.
Behavioral Economics: Nudges as a tool of decision-making influencing.
Personifying the Consumer: Jobs-to-be-done segmentation, marketing personas, and customer experience management.
Product Portfolio: Developing product portfolio to satisfy different segments through TURF analysis.
NextGen Marketing: Marketing automation and AI-based marketing.
Touchpoints: Identifying all the points of interaction between the consumer and the brand, including online and offline channels.
Stages: Dividing the consumer journey into stages such as awareness, consideration, purchase, and post-purchase.
Emotional and Behavioral Aspects: Understanding the emotions and behaviors associated with each stage of the journey.
Channels: Recognizing the different channels through which consumers engage with the brand, including social media, websites, physical stores, and customer service.
Moments of Truth: Highlighting critical moments where consumer perceptions and decisions are significantly influenced.
Customer Pain Points and Opportunities: Identifying areas where the customer experience may be suboptimal (pain points) and opportunities for improvement.
Enhanced Customer Experience: Journey mapping helps in designing a seamless and positive customer experience by addressing pain points and optimizing touchpoints.
Personalization: Understanding consumer behavior allows for personalized marketing efforts, while journey mapping ensures that personalization is consistent across all touchpoints.
Continuous Improvement: Regularly updating journey maps based on evolving consumer behavior data allows businesses to adapt to changing customer needs and preferences.
