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The Reed College of Media and College of Creative Arts will merge to form the new WVU College of Creative Arts and Media as of July 1, 2024. Get details.

Message Customization

DMC 562

This course is required for:

Top Three Course Takeaways

  1. Use the context marketing framework to effectively customize marketing messages.
  2. How to reach consumers in personal and relevant ways in today’s infinite media era.
  3. 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:

  • Demonstrate best practices in data gathering for effective message customization.

  • Explain the phases of the customer journey and how triggers can be used to provide personalized brand experiences.

  • Articulate how context is created around communications that are available, permissioned, personal, authentic and purposeful.

  • Identify how to conduct meaningful and measurable message testing using control groups.

  • Develop effective customized message strategies.

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Message Customization Instructors

Dipiazzo headshot
Dan Dipiazzo Chief Marketing and Experience Officer at Georgia Aquarium Read More: Dipiazzo