Branding and Customer Experience

IE Business School uses customer journeys to connect a brand with the experiences delivered across its touchpoints. Employee experience, outsourcing and ethics broaden the discussion beyond communications. It suits learners who already know basic branding and want to examine gaps between what an organization says and what customers encounter during an actual service journey.

What you will learn

• Map customer journeys through a brand-experience lens.
• Explore alignment across customer touchpoints.
• Connect employee experience and outsourcing with service delivery.

Who this suits

Intermediate learners with basic branding and customer-experience knowledge. Marketing or business coursework is recommended by the provider.

Before you enroll

Compare the course emphasis with your goal: brand strategy, customer experience, personal identity and visual design are different kinds of work. Use the published syllabus to check which one is taught. Brand examples illustrate a decision process; they do not promise revenue, valuation or audience growth for another organization.

Coursera offers paid enrollment or subscription access. Check the enrollment screen for assessment and certificate terms, trials and any financial-aid options. Provider access terms can change; review them before paying.

Put it into practice

Map a fictional customer journey from first contact to support. Identify one inconsistency between the brand promise and the service experience, then explain which team or partner would need to address it.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

View the curriculum and current access options at Coursera.

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