Human-Centered Marketing

3 Credits · Level: Graduate, Undergraduate

This experiential course introduces the notions of ‘’Human Centered Marketing” as a response to the marketing waste, or rather, as an insurance for Marketing effectiveness. As such, the course is a special application of design thinking process and human centered mindsets to marketing efforts in which the customer, or target of the marketing effort, is at the center of the effort’s design. They will participate, at every step, from the definition of our marketing challenge to ideation, prototyping, testing, and market launch planning. Students will organize as an agency or individually to serve a real client. After identifying and securing a company or organization of their choosing, they will take on their client’s marketing challenge. If operating as an agency, the members of the team should organize themselves based on the needs of the client’s challenge and their Georgetown SCS program interest or specialty. For example, a digital marketing challenge may need specialists in content design, UX design, data analysts, SEO specialists and so forth. If the students decide to operate as individuals, similarly they will need to align their client’s needs with their program interest or specializations. For example, the project may simply be a new social media campaign. In both cases, the students are expected to apply the design thinking process and the appropriate human centered mindsets to creation of their final marketing solution.