Top Three Course Takeaways
- Use the context marketing framework to effectively customize marketing messages.
- How to reach consumers in personal and relevant ways in today’s infinite media era.
- Understand testing and automation as tools to refine and deploy customized messages.
Course Topics
- Customization and Context: Keys to Effective Messaging
- The Context Framework: Available and Permissioned
- The Framework: Personal
- The Context Framework: Authentic and Purposeful
- Communicating Along the Customer Journey
- Message Optimization Through Testing
- Message Development and Automation
WORKLOAD: (8-10 hours per week)
This course examines how data enables marketing communicators to customize messages to target audiences as small as a single consumer. Students will examine how to motivate consumers by provided brand communications that are relevant, timely and personal.
Course Learning Outcomes:
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Demonstrate best practices in data gathering for effective message customization.
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Explain the phases of the customer journey and how triggers can be used to provide personalized brand experiences.
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Articulate how context is created around communications that are available, permissioned, personal, authentic and purposeful.
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Identify how to conduct meaningful and measurable message testing using control groups.
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Develop effective customized message strategies.
