Students will learn via lectures, exercises and a combination of group/ individual work. Grades will be determined by presentations and the individual and group work.

Each class will begin with a lecture, then a discussion of the lecture content. In relevant lectures there will be exercise breakouts where students can apply their learning. Their final presentation will be set in the beginning of the course: to design a customer journey, with relevant campaigns planned and strategies outlined. Exercises will work towards this final project. And grading will take into consideration their exercise work and their final presentation.

The course is roughly split into three sections: Behaviour - an overview of the neuroscience behind the purchase process and how this and cognitive bias affects interactions with marketing automation content. The Customer Journey - using life cycle marketing to plan and execute a behavioural customer journey and it’s relevant campaigns. Content and Segmentation - how content is pivotal to the success of marketing automation and how to plan for the engagement of this content so that you’re learning about your audience and using this understanding to increase conversion rates These 3 areas will help student understand the why, how and what behind best-in-class marketing automation journeys. The course will be practical so that students can apply this to a project and know how to implement this immediately.