P5: People-first marketing – Building teams and customer experience

In today’s digital world, mastering customer experience requires more than technology – it demands a deep understanding of human psychology. This mini course unpacks human-centered marketing with a focus on Gen Z, the most influential consumer generation today. You’ll explore real-world insights from brands like Duolingo, Spotify, Netflix, and TikTok, and discover why attention spans, values, authenticity, and simplicity shape every interaction. At the core of the course is the SPARK Formula – a practical, five-part framework: Social, Personalized, Authentic, Rewarding, and Keep It Simple. You’ll learn how to design experiences that feel intuitive, emotionally relevant, and irresistibly shareable. Through engaging case studies and interactive exercises, you’ll practice applying SPARK across three golden customer touchpoints: onboarding, purchase, and post-purchase. Whether you're building a startup or optimizing an existing brand, this course will give you the tools to turn users into loyal fans. By the end, you’ll have a step-by-step roadmap to elevate your customer experience through a modern, psychology-first lens.