Starting this September, teams of 2-3 students in this upper-level marketing course will act as consultants to create a Customer Journey Map (CJM). This is a visual document that outlines how consumers engage with your company. They will be tasked with:

• Identifying a key consumer segment to build their CJM around.
• Conducting any additional research (primary or secondary) to analyze the customer journey.
• Describing the key stages a customer will go through when engaging with your company.
• Identifying the key touch-points your company has with the customer (e.g., search ad, website)
• Identifying behavioural insights regarding learning, motivation, values, attitudes, influences, and/or decision making
• Finding key pain points your consumers currently experience
• Providing key insights and suggesting opportunities for you to consider

These details will be mapped out visually, and will include an accompanying write-up explaining the map and insights.

This assignment would be appropriate for a client looking for a variety of perspectives, insights and analysis on their customers.