MKTG 810 Integral Road Map Select Term:
Integral road map integrates the power of brand to its value, customer insights to brand decisions and brand promise to its execution. This method utilizes brand power model, brand value ladder, relationship journey, customer need ladder and customer touchpoint design tools in an integrated way. Its aim is to increase the depth and integrity in strategic analysis and decision making in order to actualize brand potential, improve customer life and facilitate brand related executives to make creative decisions as a group without losing the integral perspective. The course provides an integrated design method with its analysis, thinking and decision tools. Participants develop an Integral road map for a live brand during the class and present during a workshop on alternative roads.
SU Credits : 1,5
ECTS Credit : 3
Prerequisite : -
Corequisite : -