Customer Segmentation and Journey Mapping
|Lecture hours per week||4|
|Lab hours per week|
In a world where customers are ever more connected and their journey to purchase is becoming ever more fluid and complex, companies are presented with greater data sources giving them the ability to make decisions in real-time. This course will build on the principles of segmentation, teaching students to identify customer segments using rich digital data while identifying the various stages of the consumers’ journey to purchase, in pursuit of growth.