Instructor: Professor Marcus Collins and Professor Jonah Berger

📜 Course Overview

We all want our product or service to ‘catch on’ - but what is it that makes people talk about and buy our product or service? Today, outstanding products and big advertising budgets are not the only factors that make a ‘winner.’ Learn to apply consumer psychology to increase your brand’s popularity, adoption, and use.

Using proven research and best-in-class examples, we’ll highlight how you can create positive, memorable, and shareable experiences, from awareness all the way to retention, and explain how you can use these same strategies within your organization to make your ideas and initiatives ‘catch on.’

✏️ Course Objectives

By the end of this sprint, you will be able to:

1. Explain how best-in-class companies create positive, memorable, and shareable moments in their customer journey
2. Apply the STEPPS framework within your customer journey to help your product, service, or idea catch on
3. Explore ways to apply the STEPPS framework within your own organization

📚 Course Materials

Note: You’ll receive access to the below the week before the sprint

• Sprint Center: This is your home base for all content including modules, lessons, case studies, livestream links/recordings, and project instructions.
• Slack: Discuss sprint content, meet your cohort/section, and work through your project. You will receive an email invitation to sign up for Slack.
• Sprint Workbook: Use this workbook to complete your homework (reflection questions) after each module.

📎 Detailed Syllabus*

Weekly View

💬 Course Participation

This is an intensive course, designed for you to engage actively with course material and put your learnings into action. Students who get the most out of this sprint are those who engage and participate with the community. This includes:

• Discussing sprint learnings and takeaways, and replying to other students via Slack in your #section channels.
• Completing the project and providing peer feedback, so you can put your learnings into action.