{"permissions":{},"commerce":{"user_subscriptions":null,"subscription_plans":[],"global_tracking_code":"","conversion_tracking_code":"","payment_requires_zip_code":false,"currency_code":"usd"},"media":{"image":"https://pathwright.imgix.net/https%3A%2F%2Fwww.filestackapi.com%2Fapi%2Ffile%2FyRJFENK9R3mXEFMNWEj0?fit=crop&ixlib=python-1.1.0&w=500&s=caa47b4c0b00988cf03c1aed2b436794","thumb":"https://pathwright.imgix.net/https%3A%2F%2Fwww.filestackapi.com%2Fapi%2Ffile%2FyRJFENK9R3mXEFMNWEj0?fit=crop&h=250&ixlib=python-1.1.0&w=250&s=c14b634c71e4e0c0d83d6fd06ebcc804","logo":"https://pathwright.imgix.net/https%3A%2F%2Fcdn.filestackcontent.com%2Fapi%2Ffile%2FbA6Osy6ZSV6QP2v9UyLj%3Fsignature%3D888b9ea3eb997a4d59215bfbe2983c636df3c7da0ff8c6f85811ff74c8982e34%26policy%3DeyJjYWxsIjogWyJyZWFkIiwgInN0YXQiLCAiY29udmVydCJdLCAiZXhwaXJ5IjogNDYyMDM3NzAzMX0%253D?fit=max&h=200&ixlib=python-1.1.0&w=600&s=6bbbdacfa91f6153e92c90d333b1ff27","url":"//d1do9mm1n6degf.cloudfront.net/","theme":{"id":721,"name":"4A's POD - 2000","description":"","primary_color":"42a4e6","background_image":null,"heading_font":"","typekit_id":"","custom_css":"a[href*=\"sso/oidc\"]:last-of-type {\n color: rgb(66, 164, 230);\n background-color: transparent;\n}","processed_custom_css":"#root a[href*=\"sso/oidc\"]:last-of-type {\n color: rgb(66, 164, 230);\n background-color: transparent;\n}","theme_css_url":"/theme.css","typekit_scripts":null,"background_image_blurred_cdn":null,"background_overlay":"","background_type":1,"background_image_raw":"","theme_type":50},"pages":[{"id":181,"name":"Learning Institute Home","order":0,"url":"https://www.aaaa.org/learning-institute/","show_in_nav":true,"using_blocks":false,"page_type":0,"template_type":"open","is_live":true}]},"school":{"id":16479,"name":"4A's Learning Institute","platform_version":2.7,"url":"https://learninginstitute.aaaa.org/","is_ssl_disabled":false,"is_curriculum_licensor":false,"is_curriculum_subscriber":false,"is_activated":true,"is_activated_via_override":false,"resource_licensing_enabled":true,"trial_has_expired":false,"trial_days_remaining":null,"is_curriculum_enabled":true,"has_public_resources":true,"billing_model_display":"PW2","billing_model":10,"website":"","has_certificate":false,"subdomain":"4as","ietf_language_tag":"en-US","short_description":"Where Advertisers and Marketers Come for Training","has_consent_description":false},"support":{"has_faqs":false,"support_email":"learningsupport@4as.org","support_phone":"","support_link":"","support_policy":"","support_faqs":null},"security":{"terms_of_service":"https://learninginstitute.aaaa.org/pages/terms-of-use.html","privacy_policy":"https://learninginstitute.aaaa.org/pages/privacy-policy.html","csrf_token":"5vWLFfjgc9D6nug4IwQ7u2pyxOqFHEYWd88qTiVvLiz9K0gNr4gxKUpwsC3Izlc2","terms_agreement_prompt_override":""},"social":{"twitter_username":"","facebook_username":"","google_plus_username":"","pinterest_username":""},"integrations":{"facebook":null,"filepicker":{"read_policy":"eyJjYWxsIjogWyJyZWFkIiwgInN0YXQiLCAiY29udmVydCJdLCAiZXhwaXJ5IjogNDYyMDM3NzAzMX0=","read_signature":"888b9ea3eb997a4d59215bfbe2983c636df3c7da0ff8c6f85811ff74c8982e34"},"algolia":{"library_resource":{"key":"NWE3NzQxOWYxM2UyMDc4OGUyNjYwNjE4MzdjM2JiOTZiN2MwNjVhNDZlMDU5Mjk1YTIwMjM0ZjAzOGE2NWVlZnJlc3RyaWN0SW5kaWNlcz1wcm9kX2xpYnJhcnlfcmVzb3VyY2UmdGFnRmlsdGVycz0lNUIlNUIlMjJzY2hvb2xfMTY0NzklMjIlMkMrJTIycyUzQTE2NDc5JTIyJTVEJTJDKyU1QiUyMnZpc2liaWxpdHlfcHVibGljJTIyJTJDKyUyMnYlM0FwdWJsaWMlMjIlNUQlNUQmdmFsaWRVbnRpbD0xNzQyMjIzNDcx","params":{"validUntil":1742223471,"restrictIndices":"prod_library_resource","tagFilters":[["school_16479","s:16479"],["visibility_public","v:public"]]}},"library_author":{"key":"OTU1YzFmMzRjNTgzNzUzNzU1YjBkZWZmYzEzZGVhZTQzZjQ1NjBiYmNkNmJhODQ0ZjViM2M4YWM1Mjc1NjFjZHJlc3RyaWN0SW5kaWNlcz1wcm9kX2xpYnJhcnlfYXV0aG9yJnRhZ0ZpbHRlcnM9JTVCJTIyc2Nob29sXzE2NDc5JTIyJTVEJnZhbGlkVW50aWw9MTc0MjIyMzQ3MQ==","params":{"validUntil":1742223471,"restrictIndices":"prod_library_author","tagFilters":["school_16479"]}},"library_category":{"key":"ZjM3NmNjYjBlYTcxMTVkNTAzZWNiNzBmYTk4MjFkYmVjYWM0YzkzMGZmOTY3NTA5MjMwNGYxZDQzMDlkNDVlM3Jlc3RyaWN0SW5kaWNlcz1wcm9kX2xpYnJhcnlfY2F0ZWdvcnkmdGFnRmlsdGVycz0lNUIlMjJzY2hvb2xfMTY0NzklMjIlNUQmdmFsaWRVbnRpbD0xNzQyMjIzNDcx","params":{"validUntil":1742223471,"restrictIndices":"prod_library_category","tagFilters":["school_16479"]}},"index_prefix":"prod_"},"intercom":{"user_hash":null,"app_id":null,"school_app_id":null,"school_staff_app_id":null,"pathwright_app_id":"5txzvi2k","school_profile":null},"stripe":{"publishable_key":"pk_live_51GPtq1FoQrEUH5XbhEd3s0lc1J3oKFSe26OJB7dUCTcSZtT3PgxPwCTfCkK769Y4hl6feZ833e4Ul6s35qsZjjLM00nLPKgxSt"},"firebase":null,"google_analytics":{"account_id":"UA-10033594-1","domain_name":"pathwright.com"},"sso":{"pathwright_login_enabled":false,"providers":[{"protocol":2,"label":"Log in or Create an Account","redirect_url":"https://learninginstitute.aaaa.org/sso/oidc/login-redir/7/","logout_url":null},{"protocol":2,"label":"4A’s Staff Login","redirect_url":"https://learninginstitute.aaaa.org/sso/oidc/login-redir/4/","logout_url":null}],"current_provider":null}},"customizations":{"head_markup":[""],"script_markup":["\n\n\n"],"global_tracking_code":""},"pathwright_account":{"is_on_legacy_plan":false,"is_activated":true,"payment_key":"pk_live_1EFaBZz7SRVXYhX7V70P4dhCC2tOEVWu0f6r3WNUvnxmc3lGpxhOlp3CIPzgfFjihpeAG08yyda1lpRhIINEScEPn00qXGNBhT6","subscription":{"id":1474,"school":16479,"plan":{"id":25,"name":"Enterprise","image":null,"description":"Advanced integrations for high scale scenarios.","amount":1499.0,"fee_per_additional_learner":0.0,"features":{"10-staff-members":true,"offer-multiple-subscription-plans":true,"course-certificates":true,"starts-with-50-staff-members":true,"high-volume-pricing":true,"flexible-invoicing":true,"developer-apis-and-support":true,"custom-integrations":true,"1-staff-member":true,"start-at-1000-active-learners":true,"friendly-email-support":true,"starts-with-5-staff-members":true,"sell-subscriptions":true,"free-course-design-courses":true,"use-your-own-domain-name":true,"member-created-group-courses":true,"priority-email-support-live-demos":true,"single-sign-on-sso":true,"access-to-partner-services":true,"optional-sla":true,"create-unlimited-courses":true,"multi-tenant-accounts":true,"add-more-members-and-staff":true,"sell-courses-with-commerce":true,"1-cohort-per-course":true,"essential-app-integrations":true,"guided-course-design-courses":true,"priority-email-support":true,"3-cohorts-per-course":true,"Unlimited-cohorts-per-course":true,"1-mentor-group":true,"5-mentor-groups":true,"20-mentor-groups":true,"unlimited-mentor-groups":true,"sign-in-with-apple-or-google":true},"plan_order":4,"plan_color":"cfa243","visibility":10,"learners_included":1000,"should_contact_for_pricing":true,"intervals_by_month":[{"interval_id":5,"months":1,"amount_per_cycle":1499.0,"amount_per_month":1499.0,"discount_percent":0.0,"discounted_amount_per_month":1499.0,"discounted_amount_per_cycle":1499.0,"discount_per_month":0,"discount_per_cycle":0},{"interval_id":7,"months":6,"amount_per_cycle":8994.0,"amount_per_month":1499.0,"discount_percent":0.05,"discounted_amount_per_month":1424.0,"discounted_amount_per_cycle":8544.0,"discount_per_month":75,"discount_per_cycle":450},{"interval_id":10,"months":12,"amount_per_cycle":17988.0,"amount_per_month":1499.0,"discount_percent":0.1,"discounted_amount_per_month":1349.0,"discounted_amount_per_cycle":16188.0,"discount_per_month":150,"discount_per_cycle":1800},{"interval_id":20,"months":1,"amount_per_cycle":1499.0,"amount_per_month":1499.0,"discount_percent":0.0,"discounted_amount_per_month":1499.0,"discounted_amount_per_cycle":1499.0,"discount_per_month":0,"discount_per_cycle":0}],"scholarships_available":false},"subscription":null,"interval":10}},"user":null,"session":{"user":null,"school_membership":null,"csrf_token":"77KAzHmulsTkgqWeUek91MYTZBrTALzcfKWfNKYJUBPnDWWXDMKzhEYRUp4WssNi","is_authenticated":false},"DEBUG":false,"resource":{"id":226278,"name":"Course Two: Consumer Centric Marketing","description":"

This course focuses on the transition from brand-centric to consumer-centric marketing, prioritizing understanding consumer needs. We'll investigate consumer segmentation to unearth growth prospects, and explore vivid customer personas for effective targeting. Additionally, we'll examine mapping the consumer journey, tailoring strategies to meet specific needs, and explore three dimensions crucial for effective communication with audiences.

","short_description":null,"categories":[],"image":null,"cover_image":"https://cdn.filestackcontent.com/QONtd7bYQtKSkfJh3Wk9","thumb":"https://pathwright.imgix.net/https%3A%2F%2Fcdn.filestackcontent.com%2Fapi%2Ffile%2FQONtd7bYQtKSkfJh3Wk9%3Fsignature%3D888b9ea3eb997a4d59215bfbe2983c636df3c7da0ff8c6f85811ff74c8982e34%26policy%3DeyJjYWxsIjogWyJyZWFkIiwgInN0YXQiLCAiY29udmVydCJdLCAiZXhwaXJ5IjogNDYyMDM3NzAzMX0%253D?dpr=1&fit=crop&h=232&ixlib=python-1.1.0&w=310&s=2ac3a5bd6783276111a6df83f9e13c00","thumb_2x":"https://pathwright.imgix.net/https%3A%2F%2Fcdn.filestackcontent.com%2Fapi%2Ffile%2FQONtd7bYQtKSkfJh3Wk9%3Fsignature%3D888b9ea3eb997a4d59215bfbe2983c636df3c7da0ff8c6f85811ff74c8982e34%26policy%3DeyJjYWxsIjogWyJyZWFkIiwgInN0YXQiLCAiY29udmVydCJdLCAiZXhwaXJ5IjogNDYyMDM3NzAzMX0%253D?dpr=2&fit=crop&h=232&ixlib=python-1.1.0&w=310&s=be983cf6cfe052ed3f2abc9734af918b","icon":"https://pathwright.imgix.net/https%3A%2F%2Fcdn.filestackcontent.com%2Fapi%2Ffile%2FQONtd7bYQtKSkfJh3Wk9%3Fsignature%3D888b9ea3eb997a4d59215bfbe2983c636df3c7da0ff8c6f85811ff74c8982e34%26policy%3DeyJjYWxsIjogWyJyZWFkIiwgInN0YXQiLCAiY29udmVydCJdLCAiZXhwaXJ5IjogNDYyMDM3NzAzMX0%253D?fit=crop&h=35&ixlib=python-1.1.0&w=35&s=85f3b9ba001809d3a8eddae0b12d675b","background_image":"https://pathwright.imgix.net/https%3A%2F%2Fpathwright-static-media.s3.amazonaws.com%2Fdefault-image-set-v1%2Fcover-image-25.png?balph=40&blend=666666&blur=500&bm=screen&fit=max&fm=jpg&high=-80&ixlib=python-1.1.0&q=100&w=1400&s=103bdb23ebc1a4b0ccf76d161710c6b2","background_overlay":null,"background_image_blurred_cdn":"https://pathwright.imgix.net/https%3A%2F%2Fpathwright-static-media.s3.amazonaws.com%2Fdefault-image-set-v1%2Fcover-image-25.png?balph=40&blend=666666&blur=500&bm=screen&fit=max&fm=jpg&h=250&high=-80&ixlib=python-1.1.0&q=100&w=250&s=e22791b81a21158ba07e0eba76372b9f","background_type":5,"authors":[{"id":6014,"display_name":"Judy Franks","first_name":"Judy","last_name":"Franks","bio":"

Judy Franks is a Clinical Professor in the IMC degree program at Northwestern University where she teaches media and consumer insight courses in the Integrated Marketing Communications program at the Medill School.

She joined Northwestern’s faculty in 2008 following a 23-year career in Chicago ad agencies–Leo Burnett, Starcom, FCB, Tatham (now Havas), and Energy BBDO where she led media strategy and communications planning for an array of clients across multiple industry sectors.

Judy Franks is the author of the text, “Media: From Chaos to Clarity.” This text (now in its 2nd edition) is widely circulated in both the marketing and advertising industry sectors and across several universities (NYU Stern School of Business among others).

She has also published chapters on Paid, Owned, and Earned Media as well as advances in Programmatic Television Advertising. Her current research focuses on the Attention Economy and how ad-free subscriptions are impacting the supply of attention that remains in the advertising ecosystem.

Franks is also the founder of The Marketing Democracy™ a global communications planning consultancy that has served blue-chip marketers, top marketing services agencies, and the media in integrating content and connection in a new media world since 2008. In July 2022, The Marketing Democracy™ opened its virtual doors to provide simple, affordable, and practical marketing lessons to businesses of all sizes as a means of giving back.

","image":"https://pathwright.imgix.net/https%3A%2F%2Fcdn.filestackcontent.com%2Fapi%2Ffile%2FSPXm2PHCTouMshTUszgx%3Fsignature%3D888b9ea3eb997a4d59215bfbe2983c636df3c7da0ff8c6f85811ff74c8982e34%26policy%3DeyJjYWxsIjogWyJyZWFkIiwgInN0YXQiLCAiY29udmVydCJdLCAiZXhwaXJ5IjogNDYyMDM3NzAzMX0%253D?fit=crop&h=115&ixlib=python-1.1.0&w=115&s=d10aa850a3fa12f49345133debb90b5e","resources_count":null,"salutation":"","title":"","slug":"judy-franks","order":0,"avatar":"https://cdn.filestackcontent.com/SPXm2PHCTouMshTUszgx"}],"created":"2024-07-11T14:47:50.109585-04:00","url":"https://learninginstitute.aaaa.org/library/course-two-consumer-centric-marketing-226278/","offering_counts":{},"resource_type":10,"resource_type_display":"Course","slug":"course-two-consumer-centric-marketing-226278","trailer_embed_code":"","list_order":null,"total_registration_count":null,"sum_registration_count":40,"lowest_public_offering_price":169.0,"highest_public_offering_price":169.0,"curriculum_offering":null,"num_offerings":5,"visibility_level_override":null,"licensing_enabled":false,"license_offerings":[],"licensed_from_resource":null,"certificate_generator_class":"","lowest_price_currency_display":"$169","highest_price_currency_display":"$169","discussion_enabled":true,"licensed_from_school":null,"highest_visibility_level":15,"certificate_json":{}},"offering":{"id":624432,"name":"Self-paced cohort: Course Two","access_starts":null,"access_ends":null,"enrollment_starts":null,"enrollment_ends":null,"description":"

Price:

$135 for Members (click here to get coupon code)
$169 for Non-members

","visibility":15,"price":169.0,"seats":null,"seats_filled":0,"seats_available":-1,"currency_display":"$169","include_in_subscription_plans":[],"include_with_products":[],"is_subscription_only":false,"resource_id":226278,"path_id":8304977,"permissions":{"can_participate":false,"can_access":false,"can_edit":false,"can_edit_resource":false,"can_facilitate":false,"can_view_analytics":false,"can_invite_editor":false,"can_invite_teacher":false,"can_invite_moderator":false,"can_invite_student":false,"can_invite_observer":false},"due_dates_enabled":false,"is_group_offering":false,"step_counts":{},"is_curriculum":false,"url":"/library/course-two-consumer-centric-marketing-226278/624432/","invite_urls":{},"access":{"is_full":false,"has_registration_ended":false,"has_registration_started":true,"has_access_started":true,"has_access_ended":false},"analytics_visibility":5,"resource_license":null,"discussion_enabled":true,"parent_offering_id":null,"created_by_id":1945208,"status":1,"analytics_disabled":false}}

Loading Course Two: Consumer Centric Marketing...