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    People-centered marketing strategies: Connect with your audience

    A course by Santiago Gutiérrez MartínezMarketing Strategist

    People-centered marketing strategies: Connect with your audience

    Discover how people-centered marketing can transform the way brands connect with their audience. Learn to create strategies that not only increase sales but also improve consumers' lives. An empathetic approach has become the superpower for companies that want to stand out in an information-saturated world.

    Explore fundamental concepts of Human-Centric Marketing, identify valuable insights, and develop a strategic plan that aligns your brand values with your audience's expectations. Integrate digital tools and metrics to measure the real impact of your actions. Dare to design authentic and effective communication that not only captivates but also inspires loyalty and preference among your customers.

    What will you learn in this online course?

    14 lessons & 18 downloads

    View all lessons ↓

    What's included in this course?

    You'll learn to develop people-centered marketing strategies, focusing on building authentic connections with your audience. You'll discover how empathetic marketing can transform the perception of your brand, making it more relevant and beloved. Throughout the course, you'll delve into understanding your consumers' values and needs, enabling you to create brand stories that truly resonate with them. Furthermore, you'll explore how to measure the impact of your strategies, ensuring your efforts are not only creative but also efficient and cost-effective.

    This course will guide you through practical tools and innovative methodologies, such as the Common Ground Marketing Diagram and Brand & Customer Match. You'll develop skills to identify valuable insights about your audience and learn to implement tactics that align with current market trends. By the end, you'll be equipped to design campaigns that not only stand out in the sea of digital information but also generate a positive impact on people's lives and your company's profitability.

    What is this course's project?

    Develop a Human Centric Marketing strategy by applying practical exercises that include competitor analysis, audience diagnosis, identification of insights, and formulation of a Common Ground Marketing diagram, culminating in a measurable objective and performance indicator.

    Who is this online course for?

    This course is designed for professionals who want to humanize their company's marketing, bridging the gap with their consumers. It's ideal for those who wish to formulate effective strategies, measure the impact of empathy, and boost business profitability.

    Requirements and materials

    No prior marketing experience is required. Enthusiasm for communication and a willingness to learn are essential. Basic materials: a device with internet access and space for taking notes. The course is designed to enhance the knowledge of any professional.

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    Santiago Gutiérrez Martínez

    Santiago Gutiérrez Martínez

    Teacher
    Plus

    Marketing Strategist

    Joined January 2025

    Santiago Gutiérrez Martínez is a strategic marketing specialist and co-founder of La Marcadería, an agency with a presence in more than 12 countries that has collaborated with brands such as the United Nations, Porsche, LATAM Airlines, and PlayGround. With a PhD in Strategic Communication from the Autonomous University of Barcelona, graduating with honors (Cum Laude), he has dedicated his career to demonstrating the power of values as a driving force for connecting brands and people.

    Convinced that marketing can be an instrument of change, he promotes Human-Centric Marketing, a methodology that combines empathy, analysis, and purpose to create more human, profitable, and relevant strategies. In addition to running his agency, Santiago is a TEDx speaker and a visiting professor at universities in Colombia, Mexico, Venezuela, and Guatemala, where he inspires others to build brands that not only sell but also leave a lasting impact.

    Content

    • U1

      Introduction

      • Presentation
      • The world changed, and brands changed with it.
      • Empathy Is the New Black: What are people looking for today?
    • U2

      Fundamentals of People-Centered Marketing

      • Human-Centric Marketing 101
      • Empathy = relevance + profitability
      • Social Companies
    • U3

      Step by step of Human-Centric Marketing

      • The competition: Do you know the real rival?
      • What you communicate vs. what people think
      • Tracking tools
      • Tell me who buys you and I'll tell you who you are.
      • Designing the Human Centric Marketing Strategy
      • Formulating win-win objectives
    • U4

      HCM Measurement and Evaluation

      • Realities vs. Expectations
      • Building a practical measurement case study
    • FP

      Final project

      • People-Centered Marketing Strategies: Creating Authentic Connections with Your Audience

    What to expect from a Domestika course

    • Learn at your own pace

      Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.

    • Learn from the best professionals

      Learn valuable methods and techniques explained by top experts in the creative sector.

    • Meet expert teachers

      Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.

    • Certificates

      PLUS

      If you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.

    • Get front-row seats

      Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.

    • Share knowledge and ideas

      Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.

    • Connect with a global creative community

      The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.

    • Watch professionally produced courses

      Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.

    FAQs

    Human Centric Marketing is a method that puts people at the heart of marketing strategy, focusing on their needs and values. Using it helps create campaigns that are more relevant, empathetic, and that set the brand apart in today’s market.

    This course is designed for intermediate learners—perfect for those who already have basic marketing knowledge and want to dive deeper into empathetic, human-centered strategies.

    You’ll learn how to craft empathetic strategies, analyze the customer journey, use emotional storytelling, and create campaigns that build brand preference and loyalty through shared values.

    Advanced technical skills aren’t required, but having a basic understanding of marketing and some familiarity with digital tools will help you get the most out of the course.

    Empathy-driven marketing builds emotional connections between the brand and its audience, fostering trust, loyalty, and preference by identifying and communicating genuine, relevant values.

    The course features real-world cases of brands using human centric strategies, social marketing campaigns, emotional storytelling, and brand experiences on platforms like TikTok and WhatsApp.

    Commercial marketing aims to boost sales and brand positioning, while social marketing focuses on positive societal impact. The course shows how to blend both for commercial and social success.

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