Association of Marketing Theory and Practice Proceedings 2018
 

Document Type

Conference Proceeding

Publication Date

2018

Abstract

This paper illustrates how customer journey mapping can be applied in colleges and universities to facilitate content-rich branding. A customer journey map for higher education is created and illustrates how a student’s journey may be broken into phases of prepurchase, purchase, and postpurchase. Each stage is subdivided to show important touchpoints that occur in that stage. Touchpoints may be firm-initiated or customer-initiated, but research shows that customerinitiated touchpoints are becoming increasingly more numerous. The paper demonstrates how content-rich branding, through reliance on the use of relevant content, can be used to stimulate frequent positive customer-firm interactions. Customer journey analysis is part of the increasingly popular domain of customer experience management (CXM).

About the Authors

Julie Pharr is a Professor of Marketing in the College of Business at Tennessee Tech University in Cookeville, TN. Her doctorate in marketing is from Mississippi State University (1987). Dr. Pharr has published numerous papers in journals and conference proceedings over the years, including works in the Journal of Marketing Theory and Practice, Industrial Marketing Management, and Journal of Small Business Management.

Copyright Statement / License for Reuse

Creative Commons Attribution 3.0 License
This work is licensed under a Creative Commons Attribution 3.0 License.

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