skip to navigation skip to content


  • Two-day programme
  • For senior executives, marketing professionals and entrepreneurs

To be truly customer-centric and market-driven, a company or organisation should develop the capability to sense and respond to the changing needs of customers in the market.

This is at the core of the newest addition to our suite of marketing programmes, Building Customer-Centric Organisations. Customer focus must extend to the entire organisation across all its major functions for it to be successful.

This programme helps participants to foster a customer-centric approach within their organisation, one that responds to changes in the marketplace.

By the end, you will understand how to obtain customer insights through customer analysis that would help in the creation of a superior value proposition.

You will critically assess how to remain customer-centric by organising the firm around the objectives of your customer strategy in a way that aligns various functions, from operations & marketing to the marketing mix and over-arching strategic vision.

Through knowledge sharing and action-based learning you will gain a fundamental understanding of how to build and sustain a customer-centric organisation.


  • Frameworks to develop and remain customer-centric
  • Understand how firms maintain or lose their customer focus
  • How to derive customer insights from consumer behaviour to create effective value propositions
  • How to develop customer empathy
  • How to avoid pain points for customers
  • Customer relationship management and customer lifetime value
  • Organisational design for strategic alignment
  • Customer-centric B2B organisations


You will learn how to:

  • build a disciplined approach to the analysis of marketing situations that will expand your marketing decision making skills
  • take a multi-functional approach to aligning the organisation with customer strategy
  • use quantitative tools for measuring customer preferences, customer relationship management, customer lifetime value, customer feedback, service and operations, and performance

This programme counts towards the Cambridge Judge Business School General Management Certificate of Achievement. On completing the GMCA you will be eligible to become an associate member of Cambridge Judge Business School's global network of graduates and business-focused University of Cambridge alumni, faculty and staff.

Who should attend

  • Senior executives, marketing professionals and entrepreneurs wanting to enhance their knowledge of customer focused leadership and the impact of customer insights on decision making and strategy

You will learn how to take a multi-functional approach to align organisation with customer strategy that will expand your ability to work across the organisation.

Academic programme director


Ahmed Khwaja

Professor of Marketing, Business & Public Enterprise

PhD (University of Minnesota)

View profile

Faculty & speakers

Eden Yin

Eden Yin

University Senior Lecturer in Marketing

PhD (University of Southern California)

View profile

Dates & fees

Dates Duration Fees *
26-27 March 2020 2 days £2,500 + VAT

VAT is charged at the prevailing rate, which is currently 20%; e.g. £2,500 + 20% = £3,000.

* Fees include instruction, materials, lunch and breaks. Preferential rates may be available for groups, University of Cambridge alumni and members of the School's Alumni Association. Please note prices pre-registration are subject to change.

For information regarding payment terms, cancellation rights, transfer policies and fees, please see our terms & conditions documents:

Terms & Conditions for Self-funded Applicants (pdf, 277KB) (updated 4 September 2019)
Terms & Conditions for Organisation-funded Applicants (pdf, 295KB) (updated 4 September 2019)

Registration closes at midday two working days before the programme start date.

Participants are expected to attend the full programme.

If you have any questions or would like to have a chat about this programme and how it could benefit you or your organisation, please get in touch with the programme advisor:

Elodie Cameron

Marketing & Business Development Manager
Tel: +44 (0)7879 116925

Elodie Cameron

Version 3 (1 November 2019)




2 days


26-27 March 2020

Contact us to find out more about Building Customer-Centric Organisations.

Contact us

To find out more about our range of open enrolment programmes, download our brochure.

Download the brochure