<aside> 🎯

Description: The course previously emphasized tools and tactics without fostering strategic reasoning. I redesigned the curriculum to build analytical thinking, a systematic understanding of marketing workflows, and critical reflection on why decisions are made, not just how they are executed.

Impact: Improved students' critical thinking mindset with a 100% hands-on project.

Skills: UX Research · Learning Experience Design

Tools: Google Forms · Canva · Looker Studio

Scale: 50 students

My role: Lecturer and course designer

</aside>

Evidence

Needs mapping

A pre-course survey and interviews mapped student and school needs, which shaped a learning journey with multiple touchpoints for research and iteration.

Learner journey

Learner journey map of the redesigned course.

Course feedback

Students rated the course on a 1 to 10 scale and shared testimonials. Each student built a digital product, gave a live lecture, co-created a marketing plan, and wrote a personal reflection.

Skills evaluation

Dashboard of student self- and peer-evaluated scores for 7 skills the course was designed to build.

Hands-on product design

Each team co-created a digital marketing plan for a brand of their choice and built one product to support it: a landing page, 10 social media posts, or an email campaign. Below is one landing page, for a craft beer launch campaign.

Landing page screen 1

Landing page screen 2

Landing page screen 3

Landing page screen 4

Landing page screen 5

Landing page for a craft beer brand supporting a new launch campaign.