Business Commons^™

A Framework For Using Customer Journey Mapping Alongside Digital Content Marketing To Build The College Brand, Julie M. Pharr

Association of Marketing Theory and Practice Proceedings 2018

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 …