Each student will individually identify a brand and map out a desired customer journey for a brand using a consumer decision-making purchase path and each of the considerations along the way.

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Each student will individually identify a brand and map out a desired customer journey for a brand using a consumer decision-making purchase path and each of the considerations along the way. Student will provide an analysis for what BOTH the customer is doing at each stage of the path; along with potential ways for the brand to intersect and influence them toward a purchase decision. The student will prepare, submit and present a PowerPoint presentation covering the 6 areas listed below.

1.Customer: Need Recognition Brand: Building Awareness

2.Customer: Searching for Alternatives Brand: Providing Education & Engagement

3.Customer: Evaluating Alternatives Brand: Building Conviction

4.Customer: Making Purchase Brand: Motivating a Decision

5.Customer: Post-Purchase Behavior Brand: Ensuring Satisfaction

6.Customer: Loyalty Brand: Creating Advocates