Influencing Customer Choices & Behaviors

Understanding the Consumer Journey is an online immersive program designed to provide you with in-depth knowledge of customer behavior and decision-making processes. It’s perfect for those looking to understand and influence the customer journey effectively.

Through a combination of pre-recorded learning sessions and live Office Hours, you’ll learn how to:

  • Explore the needs of customers and how they make decisions.

  • Define and apply the concept of Economic Value to the Customer (EVC).

  • Utilize practical tools for EVC.

  • Understand how customers perceive value.

  • Create customer engagement and product salience…and so much more.

The nine program modules cover:

  • Introduction and Setting the Stage for the Consumer Journey: Explore customer needs and decision-making processes.

  • Deep Dive into EVC and its Importance: Define EVC and explain its significance in marketing.

  • Practical Tools for EVC: Learn to use the EVC chart to quantify product value.

  • Understanding Customer Perceived Value: Explore quantitative and qualitative value from the customer's perspective.

  • Creating Engagement and Salience: Develop strategies for engaging customers and ensuring product visibility.

  • Influencing Consumer Decisions: Learn strategies to influence customer behavior effectively.

  • Leveraging Innovations in the Customer Journey: Examine the role of innovations in customer decision-making.

  • The Customer Journey and Memory Structures: Understand the importance of memory structures in the customer journey.

  • Recap and Final Thoughts: Summarize the entire course and discuss key takeaways.

Plus, experienced marketing experts will share their real-world insights and advice.

Course features include:

  • Live Office Hours: Learn from experienced marketing experts and get hands-on experience.

  • Comprehensive Customer Behavior Knowledge: Develop a thorough understanding of the customer journey and decision-making processes.

  • Access to Exclusive Resources: Gain access to our exclusive marketing materials and resources.

  • Certificate of Completion: Optional upon meeting program requirements.

  • Join our Info Session on October 2.

DATE
Spring 2025

FORMAT
Virtual/Hybrid

DURATION
9 Weeks

TIME
2-4 hours a week

OFFICE HOURS
Wednesday 6:00 pm ET

PRICE*
Members - $399

Non-members - $499

With Certificate

Members - $499

Non-members - $649

*Does not include transaction fees.

Guest Speakers

Mark Krolick
Chief Marketing Officer

Empire Today

Mark has extensive experience in marketing leadership. He has held key roles such as CMO at Mavis Tire and SVP at Wheels Up, specializing in customer relationship management and data-driven marketing. At United Airlines, he led global marketing efforts, reintroduced the 'Fly the Friendly Skies' campaign, and launched the Polaris premium cabin.

Dave Azer
Vice President of Marketing

Jacuzzi Group Worldwide

Dave has driven multimillion-dollar growth in the home improvement and building materials industries. He pioneered national lead generation, call center, and field marketing programs, achieving a 500% growth in Jacuzzi Bath Remodel’s sales. Azer is a recognized thought leader in marketing strategy, specializing in lead generation and brand evolution.

 

Moderator

Tom Thompson
VP, Business Strategy
Chief Economist

Havas Edge


Specializing in behavioral economics, Tom Thompson crafts data-driven advertising strategies that boost consumer engagement and maximize ROI. By combining insights into psychological and economic factors with macroeconomic trend analysis, he helps brands navigate market complexities and make informed, strategic media investments.