About Programme

‘Change is the only constant’ is an old business maxim. The profound meaning of this statement is now being felt far more seriously by every organisation as we transition to the ‘new normal’. The velocity of change is so deep and rapid that organisations are looking at disruptions with different meaning. Organisations are seeking approaches to adapt themselves to transform and prepare for a new decade of customer centric value creation.

Customer engagement and building customer trust have to take centre stage for organisations to create value. Businesses can achieve superior performance through customer-focused productive and sustained growth with deep consumer insights. This programme will help participants understand and appreciate a systematic approach to understanding customer centric strategy and customer focus to drive value creation and powering growth.

This programme will challenge you to understand how you can unlock extraordinary value for your business. It will show you how you can shift organisational behaviour from resource allocation centric to concentrating maximum effort on your customers. 

Programme Start Date & Duration




Programme Fee


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How does this Live Virtual programme help?

Executive education redesigned for a radically different world. This programme blends the discipline of the on-campus experience that ISB is renowned for with our global faculty and advanced curriculum. You will gain immediately applicable advanced skills, relevant for the uncertain times we live in.

LIVE Virtual Classrooms

Experience a new way of immersive learning through group discussions, case reviews, peer networking and engaging dialogues.


Gain an official certificate of completion, awarded by the Centre for Executive Education at ISB, a prestigious B-School ranked among the best in the world.

Research-Based Teaching

Learn at India’s most researchproductive B-School. Gain from the advanced, up-to-date research being conducted by world-class faculty at ISB.

Alumni network

Expand your network with ISB’s 40,000+ high-performing alumni community. Join this group of senior executives and entrepreneurs spread across the entire world.


Learn how to deliver added value to all partners and stakeholders while you juggle the new work-life balance from the safety of your home.

Real-world application

Learn real-world skills that you can immediately apply to initiate transformation at your organisation, giving it a distinct advantage over competitors.

Who should attend?

CMOs, senior business leaders and division heads from diverse functional backgrounds (Finance, Accounting, Operations and Human Resources) who want to hone their skills in customer centricity and gain a better understanding of the interface between marketing strategy and business analytics will gain from attending this programme.


  1. Enhance your understanding of customer centric approaches to value creation
  2. Turn the concept of resource centricity on its head
  3. Learn data-driven decision making in the broader area of marketing
  4. Get exposed to select tools and techniques for analytical decision making
  5. Learn the deeper meaning of customer centricity, not just the philosophy of it, but also how it translates to value creation
  6. Build leadership capabilities to manage the discovery process as well as the execution process in customer-driven marketing process

Module 1

  • Changing customer landscape 
  • Connecting with customers 
  • Customer insights
  • Changing landscape of marketing decisions

Module 2

  • Understanding and measuring customer value
  • Managing customer expectations
  • Delivering integrated customer experience
  • Customer value propositions

Module 3

  • Achieving market leadership
  • Market driven organisation
  • Marketers’ confidence index
  • Developing customer experience vision

Module 4

  • Concept marketing process 
  • New product/ service marketing strategy 
  • Marketing breakthrough products 
  • Pricing, profits, and customer value

Module 5

  • People, service, success
  • Marketing essence
  • Building customer trust
  • Lessons for improving service quality
  • Customer promise

Module 6

  • Managing customers for profits and growth •
  • Key account management
  • Fighting commoditisation pressures and price wars
  • Effective pricing decisions

Module 7

  • DiG simulation workshop
  • Concepts underlying discovery, innovation, and growth
  • Driving customer value
  • Implications of customer willingness to pay (WTP)

Module 8

  • Understanding pillars of value creation
  • Achieving quality growth
  • Aligning marketing and customer relationships
  • Customer engagement as ultimate driver of growth
  • Achieving momentum effect

Meet the Faculty

Nirmal Gupta 

Visiting Professor, Marketing, ISB

Dr Nirmal Gupta is a marketing educator and professor of marketing. His teaching career has spanned three decades at business schools in more than 25 countries. He has worked around the globe with international leaders and Fortune 500 organisations.

Dr Gupta has written about 40 research papers and articles and 50 cases. He has presented several research papers in prestigious international conferences. He has co-edited 2 books in the areas of Management Research and Managing Transition.

Dr Gupta was awarded ‘The Best Teacher’ by the Association of Indian Management Schools and has been consistently ranked at the top for his teaching effectiveness in his entire career.