Course information

Registration Closes:
26 January 2021
Course Starts:
3 February 2021
6 weeks, excluding orientation
7–9 hours per week, entirely online
USD $1,900
Payment Options
Medill School of Journalism, Media, Integrated Marketing Communications


The Customer Experience Innovation online short course from Medill at Northwestern University is designed to expand your understanding of what drives positive customer interactions, allowing you to explore why these interactions are crucial in the current business landscape and to reveal how they can be shaped through dynamic marketing. This course will help you create relevant and personalized engagement at each point in the customer journey.

Over the course of six weeks, you will have the opportunity to use Northwestern Medill’s proprietary the 5Cs framework (Content, Context, Calibration, Conversion and Collaboration) under the guidance of expert faculty. You will explore marketing technology (MarTech) and learn how to leverage it, along with data, to more efficiently and effectively acquire, retain and expand client relationships. On completion of this course, you will have the ability to align a MarTech strategy with your organization’s business objectives and a customer experience (CX) tool kit to create measurable business growth.

Download course prospectus

What will set you apart

On completion of this course, you’ll walk away with:

  • The skills to create a superior customer experience using Northwestern Medill’s proprietary 5Cs framework
  • The expertise to align a MarTech strategy with overall business goals
  • The ability to leverage data and innovative marketing technologies to efficiently and effectively acquire, retain and expand customer relationships
  • A personalized CX tool kit to help your organization drive dynamic customer experiences and deliver business growth
  • An understanding of the different techniques for measuring and optimizing customer experience, as well as how to measure your customer experience lifetime value

Is this course for you?

This online short course is for any professional who recognizes the importance of turning positive customer experiences into repeat clients who act as brand ambassadors and support business success. If you have existing marketing experience, you will have the opportunity to hone and expand your current capabilities, while exploring the MarTech innovations that shape CX. Leaders and senior executives will familiarize themselves with best practices in order to guide their teams and identify realistic opportunities for MarTech implementation. Business leaders and entrepreneurs will develop a functional understanding of how to create a better CX journey to drive the success of their organization.

Course curriculum

Learn to develop an effective DEI business case as you work through the weekly modules of this online course.

  • Orientation Module Welcome to your Online Campus
  • Module 1  Driving Customer Experience Along the Customer Journey
  • Module 2  Contextual Insights and Content Strategy
  • Module 3  Measuring and Optimizing Customer Experience
  • Module 4  Dynamic Customer Relationship Management
  • Module 5  Using a MarTech Strategy to Drive Dynamic Customer Experiences
  • Module 6  Measuring and Tracking ROI of Customer Experience Lifetime Value

Your Academic Directors

The design of this online short course is guided by Northwestern Medill faculty, as well as industry experts, who will share their experience and in-depth knowledge with you throughout the course.

Vijay Viswanathan

Vijay Viswanathan

Associate Dean and Associate Professor of Integrated Marketing Communications, Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University


Frank Dudley

Frank Dudley

Lecturer, Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University

Earn a Certificate From Medill at Northwestern University

Develop the ability to drive dynamic customer experiences that affect business growth and earn an official certificate of completion from Medill at Northwestern University.

Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with a certificate, you will need to meet the requirements outlined in the course handbook. The handbook will be made available to you as soon as you begin the course.

Your certificate will be issued in your legal name and sent to you upon successful completion of the course, as per the stipulated requirements.


When do I start?

Our next available short course starts 3 February 2021.

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Still have a question? These may help


    You can either pay your tuition fees in full before the course starts, or you may opt for a two-part payment plan for courses nine weeks and shorter. For courses ten weeks or longer, there is a three-part payment plan available. To find out more on payment options please visit our Payment and Financing page.

    If you want to find out more about any of these options or you want to know which you qualify for please get in contact with an Enrolment Advisor here.


    GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.

    At the beginning of each week you'll be presented with all the lectures, notes and assignments necessary for completion. You also have access to your Success Advisor who will help you set goals and track key milestones, manage your time, and field any administrative requests you might have.


    By improving your skills and industry knowledge, you'll be having an influence on the success of your organisation.

    Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?

    37% of our past students receive financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to receive financial assistance from your employer.


    The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats, including: interactive video lectures, module notes, practice quizzes, Prezis, assignment briefs, and additional web resources.

    On the Online Campus, you'll also be able to ask questions and interact with your fellow students and Head Tutor through the Online Campus discussion forums. If you're experiencing tech issues or need advice from your personal Success Advisor, you can use the Online Campus to get in touch.