Programme content

Understanding your customer’s behaviour is vital to business success. This programme helps you examine your organisation’s activities, re-order your business to be focused on the customer, and drive long-term growth.

Immerse yourself in a collaborative, culturally diverse environment, where theory and practice are combined with the latest academic thinking.

  • What you learn


    Gaining and leveraging customer insights

    Acquire the techniques to capture key customer behaviours and to influence their choices. Learn how to use customer insights to provide a source of market differentiation, develop tactics to get closer to your customers, build competitive advantage and find new customers.


    Developing a strategy to capture value

    Embed the voice of the customer in your organisation and develop strategies to address product development, going to market, value pricing and defence against new market entrants.


    Managing the customer experience to unlock profits

    Develop a detailed action plan to rebuild your organisation around the customer, and explore key issues, including the role of internal and external branding to drive your corporate reputation and competitive advantage, practical strategies for differentiating organisations across several touch points, and ensuring that your marketing communications effectively guide your customer through their decision-making journey.

  • How you learn

    Our faculty share their wealth of global business expertise through innovative learning methods, providing a diverse, exciting an truly world-class learning environment.


    Be your own customer

    Experience and analyse brands from a customer’s perspective, by exploring how you maximise brand promise through a Mystery Shopping Experience in London’s retail sector. Visit flagship stores including Apple and Abercrombie and Fitch, and analyse the positioning of organisations such as Burberry, Calyx and Corolla.


    Insights from industry leaders

    Industry leaders bring theory to life by sharing their real-world experiences. Richard Hytner, Deputy Chairman of the celebrated creative business Saatchi & Saatchi Worldwide, offers broad insight into an array of different client experiences highlighting the importance of delivering the brand value.


    Gain a global perspective

    United by a common goal of learning, we foster a practical and communal environment which celebrates cultural diversity. The mixture of businesses and representatives from around the world provides insights into various markets and perceptions, and uncovers an array of different views of customer service and expectations. 

  • Your learning experience


    • Gaining and leveraging deep customer insight
    • Building a customer-focused organisation


    • Defining a customer-centric marketing strategy
    • Brands and branding


    • Managing the customer experience
    • Brand experimentation


    • Assessing and selling customer value 
    • Communicating with impact: the power of stories 


    • Growing your business from the core
    • Building brand equity

Key details

Duration: 5 days
Next start: 29 Jun 2015
Fees: £6,700
Location: London

Next programme dates:

  • 16 Nov 2015*

*Fees subject to annual review

Contact us

Contact Michele Jesse, Programme Associate.


Tel: +44 (0)20 7000 7053

Email us