Leading Customer Centricity in Marketing, Sales and Communication

This course unit is part of the master's degree's curriculum. Completion of the course requires master's study entitlement.

The aim of this course is to develop an understanding of customer-centricity as a strategic approach in marketing, sales, and communication within a dynamic and digitalized business environment. Upon completion of the course, students will: • Understand the principles of customer-centric marketing, sales, and communication. • Analyze consumer behavior theories and their relevance to customer-centricity. • Use consumer insights from various studies to inform marketing, sales, and communication strategies. • Examine the impact of digitalization and social media on consumer behavior. • Develop comprehensive strategies that align with customer needs and behaviors. • Strengthen academic writing and information-searching skills as preparation for further coursework.

Learning materials are provided by the instructor and available in Moodle.