Course Overview:
Marketing expert Professor Philip Kotler describes marketing as the ability to meet customer needs and desires effectively and efficiently, outperforming competitors in the process. This concept popularized the term "customer-centricity" among marketers. Businesses that place customers at the core of their operations can enhance customer lifetime value, build loyalty, and establish trust.
Customer-centricity focuses on creating positive customer experiences that shape favorable attitudes towards a brand, strengthening brand equity and fostering loyalty. Over recent decades, it has become a critical strategic priority for most companies, influencing every aspect of organizational operations to achieve business growth and success. However, despite its recognized importance, only a few companies manage to implement it effectively.
A marketing course with a customer-centric focus provides participants with a comprehensive understanding of marketing and insight into the dynamic organizational environment. The course explores the concept of customer-centric marketing, emphasizing the value of prioritizing the customer in organizational strategies. Participants are guided through the entire customer experience journey, learning how marketers can forge meaningful connections and relationships at every interaction. Real-world business examples reinforce these lessons, while guest videos from industry experts offer additional perspectives to enhance students' marketing skills and knowledge.
In essence, customer-centricity is a business philosophy that places the customer at the heart of all organizational activities. It involves understanding and fulfilling customer needs, preferences, and expectations effectively. By adopting a customer-centric approach, businesses can differentiate themselves in the market, deliver personalized experiences, provide outstanding customer service, and build strong brand equity. This approach cultivates long-term customer relationships, minimizes churn, and enables organizations to innovate and adapt to evolving customer demands. Embracing customer-centricity drives growth, secures a sustainable competitive edge, and paves the way for enduring success in today's customer-focused marketplace.
Course Objectives:
· Gain insights into the customer-centric integrated marketing practices adopted by firms in today's competitive landscape.
· Explore the shift in marketing focus from a product-centric approach to a customer-centric paradigm.
· Learn to map the consumer experience journey and its significance in shaping marketing strategies.
· Discover strategies that marketers can employ to foster a consumer-centric culture within organizations.
· Analyze the challenges of establishing a customer-focused culture and explore methodologies to overcome these obstacles.
· Understand how to deliver a seamless and transformative consumer experience across diverse distribution channels.
· Leverage advanced tools and technologies to decode consumer behavior, foster loyalty, and build trust.
This course provides an in-depth understanding of consumer psychology and equips students with the skills to craft impactful marketing strategies in branding, packaging, and positioning, empowering them to influence consumer decision-making effectively.
| Course Status : | Ongoing |
| Course Type : | Core |
| Language for course content : | English |
| Duration : | 8 weeks |
| Category : |
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| Credit Points : | 3 |
| Level : | Postgraduate |
| Start Date : | 20 Jan 2025 |
| End Date : | 30 Apr 2025 |
| Enrollment Ends : | 28 Feb 2025 |
| Exam Date : | 18 May 2025 IST |
| Translation Languages : | English |
| NCrF Level : | 6.5 |
| Industry Details : | Retail and E-Commerce |
| Exam Shift : | 2 |
Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.
Week 1: Introduction to Marketing
Week 2: Customer Centricity
Week 3: How to implement Customer Centricity
Week 4: How to Create Value for Customers: Performance, Price Value & Service Value
Week 5: How to Become a Trusted Advisor
Week 6: How Companies Gain Competitive Advantage through Customer Loyalty
Week 7: User-Centric Marketing for Planned Social Change
Week 8:How to manage diverging customer expectations
Core Books:
1. Marketing 5.0: Technology for Humanity" by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan.
2. Customer Centricity: Focus on the Right Customers for Strategic Advantage" by Peter Fader.
Research Paper:
1. “The Role of Customer Centricity in Driving Business Success” – Journal of Marketing.
2."From Products to Customers to the Human Spirit: Becoming Customer-Centric in the Age of Digital Disruption" – MIT Sloan Management Review.
Case Study:
1. Ivey Publishing: Case studies on brands like Starbucks, Amazon, and Nordstrom. Harvard Business School: Focus on customer-centric transformations in organizations like Apple and Disney.
Enrolling and learning from the course is free. However, if you wish to obtain a certificate, you must register and take the proctored exam in person at one of the designated exam centre’s. The registration URL will be announced when the registration form is open. To obtain the certification, you need to fill out the online registration form and pay the exam fee. More details will be provided when the exam registration form is published, including any potential changes. For further information on the exam locations and the conditions associated with filling out the form, please refer to the form.
Assessment Type | Weightage |
Weekend Assessment | 25% |
Final Exam | 75% |
Score | Type of Certificate |
>=90 | Gold |
75 - 89 | Silver |
70 - 74 | Bronze |
40 - 70 | Successfully Completed |
<40 | No Certificate |
Sample Certificate:
Disclaimer: In order to be eligible for the certificate, you must register for enrolment and exams using the same email ID. If different email IDs are used, you will not be considered eligible for the certificate.
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