customer science for marketers
Go beyond the funnel and own the whole lifecycle.
MBA-level training for marketers ready to master the evidence-based science of managing the full customer lifecycle.
If you're a marketer looking to stay sharp, elevate your leadership, or rethink how your organisation creates value, I highly recommend exploring this program.
Kimberly Gwilliam
Executive Manager (Group Transformation)
COMMONWEALTH BANK OF AUSTRALIA
Training For Marketers Ready to Own the Full Customer Life Cycle
Marketers are trained to bring customers in the door, then asked to keep them there under the banner of "customer marketing."
But while managing an existing customer base properly is a critical part of Physical Availability in brand theory, it’s also affected by different economics and risks. This is rarely covered in traditional marketing training.
The Mini MBA in Customering gives marketers the critical theory and evidence to operate across the full customer lifecycle, and the credibility to bring that thinking to the leadership table.
Master the economic theory of the customer lifecycle, beyond the funnel, and avoid the mistakes that so many make.
Learn the critical intersections between core marketing and customering on the evidence - from growth to attrition management.
Build the career edge most marketers never get trained for, grounded in research instead of trial and error.
10 MODULES
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12 WEEKS
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100% ONLINE
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MBA LEVEL
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CPD ACCREDITED
What You'll Learn
THE CUSTOMERING METHOD
Customering: A Distinct Discipline or an Extension?
Understand why customering’s operating model is distinct from core marketing, even as it makes a key contribution to it - sharing common science, laws, and patterns. Then, learn exactly where the two disciplines intersect and extend.
BACKED BY RESEARCH
Real Evidence-Based Best Practice
Everyone's telling you how to do "customer marketing," but is any of it based on evidence? Move beyond popular folklore and platform trends, and learn to ground decisions in evidence, while spotting common malpractice across these activities.
PRACTICAL APPLICATION
The Economics of the Customer Base
Get fluent in the economic characteristics of the customer asset, how it affects the unit economics of marketing, how to track and report its performance, how to argue its value, and how to set budget with authority.
What Graduates Say About the Mini MBA in Customering
Having studied marketing formally and spent many years in product management, I used to think a mix of concepts and jargon made me 'knowledgeable'.
But going through the Mini MBA in Customering was a humbling and incredibly enriching wake-up call.
A solid 10/10 for anyone in the world of product, marketing, or CX.
Dean Faria
Senior Director
SAP
The program challenged my thinking in all the right ways.
The syllabus was high-quality, evidence-based, and directly applicable to real business challenges.
The learning experience was equally engaging – and surprisingly fun!
If you're a marketer looking to stay sharp, elevate your leadership, or rethink how your organisation creates value, I highly recommend exploring this program.
Kimberly Gwilliam
Executive Manager (Group Transformation)
COMMONWEALTH BANK OF AUSTRALIA
Learn More
See how the Mini MBA in Customering will elevate your career well above the norm.
