Communicating Customer Value

About this Module

This module demonstrates how customer value should be communicated and identifies the stages where the customer expects to receive it. You will explore how to effectively deliver value throughout their journey by linking the buying process to key touchpoints like websites and social media.​

This module distinguishes between push and pull marketing tactics, while emphasizing the importance of permission marketing and personalized experiences. Additionally, it explores the experience economy, where businesses create engaging encounters that build emotional connections, and discusses social media marketing (SMM) as a way to empower consumers and foster community. Finally, you will apply two behavioral models, the Elaboration Likelihood Model (ELM) and Theory of Planned Behavior (TPB), to develop compelling content that drives participation and advocacy.