Marketing & Communication

Customer Journey Mapping for Marketers

Customers interact with brands across many touchpoints before and after purchase. This course teaches marketers to map customer journeys: researching customers, building personas, identifying touchpoints and emotions, finding pain points and opportunities, aligning channels and measuring journey performance.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Marketing that fits the customer journey converts better. You will learn to design campaigns and experiences around how customers really behave.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Persona and journey mapping workshops, customer interview practice and case studies.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Research customer needs and behaviours
Create evidence-based personas
Map journeys across channels
Identify pain points and moments of truth
Design journey-based marketing actions
Measure journey performance

Target audience

Who should attend.

This course is suitable for:

Marketing managers
Customer experience professionals
Digital marketers
Product managers
Sales managers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Customer research
Persona development
Journey mapping
Channel alignment
Measurement

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Customer Journeys

09:00–10:08Why journeys matter
10:08–11:00Journey types
11:00–11:30Coffee break
11:30–11:45Journey types (continued)
11:45–12:53Examples
12:53–14:00Exercise

Day 2Customer Research

09:00–10:08Interviews and surveys
10:08–11:00Data sources
11:00–11:30Coffee break
11:30–11:45Data sources (continued)
11:45–12:53Personas
12:53–14:00Practice

Day 3Mapping

09:00–10:08Stages and touchpoints
10:08–11:00Emotions
11:00–11:30Coffee break
11:30–11:45Emotions (continued)
11:45–12:53Pain points
12:53–14:00Workshop

Day 4Designing Actions

09:00–10:08Moments of truth
10:08–11:00Channel alignment
11:00–11:30Coffee break
11:30–11:45Channel alignment (continued)
11:45–12:53Content per stage
12:53–14:00Exercise

Day 5Measurement

09:00–10:08Journey KPIs
10:08–11:00Testing
11:00–11:30Coffee break
11:30–11:45Testing (continued)
11:45–12:53Iteration
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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