Course Description
This course is made available through the eLearnAfrica and FutureLearn partnership.
Connect with your target customers and get better results with your work
At the heart of all brilliant, commercial creativity lies people. An end audience who you, as a creative, need to connect with in order for your brilliant ideas to land and get results.
This course dives into the head and hearts of humans and will help you understand and build empathy with them.
Learn how to research and understand an audience
It’s vital, especially in creative industries, to understand your customers. With creative work usually needing a lot of time and money to produce and use, missteps can be costly.
On this course, you’ll learn the essentials to getting into the minds of an audience and how to obtain and use quantitative and qualitative data to better understand your audience.
Develop the tools to build accurate customer journey maps
Once you know more about your audience, you’ll look at the tools you can use to step into the shoes of your customer. You’ll then learn about customer journey maps and how to apply these tools to build maps of your users’ journeys. This will ultimately help you to develop audience personas that align to your existing customer base.
Make an emotional connection with customers through your work
Emotions play a big part in both customer decisions and advertising. To be successful with your product, especially in marketing it, you need to create an emotional connection with your audience.
You’ll look at how to create campaigns that utilise emotions and make compelling solutions. By the end of this course, you’ll be better equipped to build empathy with your end audience, user, or customer, and produce exceptional creative work that makes an emotional connection.
This course is designed for anyone in a creative industry looking to empathise and connect more with their audience.
You may be interested if you’re a creative, strategist, marketer, or communicator wanting to better understand your audience.
Certificate cost may vary. You will be redirected to the host page for cost and payment options.
D&AD
Since 1962, D&AD has been inspiring a community of creative thinkers by celebrating and stimulating the finest in design and advertising. A D&AD Award is recognised globally as the ultimate creative accolade, entered and attended by the best from around the world.
But it’s much more than just awards. Discovering and nurturing new talent is at the heart of what D&AD do. And as a not-for-profit all surpluses are reinvested to help support people at every stage of their creative careers and to stimulate the industry to work towards a fairer more sustainable future.
D&AD’s New Blood programme reaches young creatives from as far and wide as possible to offer inspiration, learning and genuine breaks on their way into industry.
Beyond this, D&AD members join a vibrant global community, whilst creatives and clients are inspired by a world-class training programme.
This institution is available on eLearnAfrica through partnership with FutureLearn.
COLLABORATION POLICY
By enrolling in a course on or through eLearnAfrica, you are joining a special worldwide community of learners. The aspiration of eLearnAfrica is to provide anyone with an internet connection access to courses from the best universities and institutions in the world and to provide our learners the best educational experience internet technology enables. You are a part of the community that will help eLearnAfrica achieve this goal. eLearnAfrica depends upon your motivation to learn the material and to do so with honesty and academic integrity. In order to participate in eLearnAfrica, you must agree to the Honor Code below and any additional terms specific to a class.
ELEARNAFRICA HONOR CODE PLEDGE
By enrolling in a course, program, or degree hosted on the eLearnAfrica App or Site, I agree that I will:
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Complete all tests and assignments on my own, unless collaboration on an assignment is explicitly permitted.
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Maintain only one user account and not let anyone else use my username and/or password.
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Not engage in any activity that would dishonestly improve my results, or improve or hurt the results of others.
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Not post answers to problems that are being used to assess student performance.
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Abide by any and all requirements of the eLearnAfrica Participants as may regard the expectations of civil or academic behavior or of community standards.
VIOLATIONS
If you are found in violation of the Terms and Conditions or Honor Code, you may be subject to one or more of the following actions:
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Receiving a zero or no credit for an assignment;
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Having any certificate earned in the course withheld or revoked;
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Being unenrolled from a course, learning program or degree program; or
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Termination of your use of the App and/or Site.
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Additional actions may be taken at the sole discretion of eLearnAfrica and eLearnAfrica course providers.
No refunds will be issued in the case of any corrective action for such violations.
Honor code violations will be determined at the sole discretion of eLearnAfrica, the Partners, or Members. You will be notified if a determination has been made that you have violated this honor code and you will be informed of the corresponding action to be taken as a result of the violation.
CHANGING THE HONOR CODE
Please note that we review and may make changes to this Honor Code from time to time. Any changes to this Honor Code will be effective immediately upon posting on this page, with an updated effective date. By accessing the App and/or Site after any changes have been made, you signify your agreement on a prospective basis to the modified Honor Code and any changes contained therein. Be sure to return to this page periodically to ensure familiarity with the most current version of this Honor Code.
Effective Date: September 22, 2016