Managing Customers for Competitive Advantage

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Next Sessions

Please apply 4-6 weeks prior to program commencement.

 

Managing Customers for Competitive Advantage

Learn how to manage your consumer base to increase profitability. Combining leading-edge theories, studies and ready-to-implement practices, we’ll show you how to acquire and keep customers to improve your overall business performance. Customer relation management topics include the correlation between consumer satisfaction and consumer loyalty, and creating more value for your patrons.

The program may be undertaken in an assessed mode, leading to an accredited Specialist Certificate from the University of Melbourne. Learn more.

Who should attend?

  • Managers and professionals who have the ability to initiate change, improve customer relationships and boost profitability or performance.


Key benefits

  • Manage customer relationships for profit
  • Build customer loyalty
  • Nurture trust and commitment
  • Develop strategies to enhance customer relations
  • Communicate effectively with customers.


Program journey

Your program journey is designed to ensure you emerge with new skills and behaviours, aligned with your learning goals.

Program preparation

  • A study guide with readings and case studies is provided before the workshop begins.

Program

The following key themes are explored:

  • Taking an organisation-wide perspective on value creation
  • Understanding customer behaviour, focus and loyalty
  • Applying tools for building customer intimacy.

Download brochure for detailed program information.

Presenters

Simon Bell
Program Director | Managing Customers for Competitive Advantage

SimonBell.jpgProfessor Simon Bell is Professor of Marketing and Director of Executive Education at the University of Melbourne. He is also a Fellow of the Judge Business School at Cambridge University and the Royal Society of Arts.

Simon has acted as a consultant for a number of public and private sector organisations in Australia, the UK, and Germany. He has also facilitated numerous executive education programs in customer centricity, consumer behaviour, service quality, internal marketing, and customer loyalty. He has consulted and delivered in-house programs to large private and public sector organisations, including Allen and Overy, Agricultural Bank of China, Price Waterhouse Coopers, Honda, Clayton Utz, Shell, Rolls Royce, Royal Mail, and IBM.
 

Dr Omar Merlo
Program Director | Managing Customers for Competitive Advantage

Omar-Merlo_200x133px-72dpi-(4).jpgOmar is an Assistant Professor in Marketing at Imperial College Business School, London. He is also a Fellow of the Judge Business School at Cambridge University, and has been Visiting Professor at universities such as Oxford and UCL. His main teaching, research and consulting activities are in the area of strategic marketing and customer management.

As a consultant and executive educator, Dr Merlo has worked with clients such as McKinsey & Co., Finmeccanica, Petronas, The Gap, ABB, ING Bank, Beijing Capital Land, Astellas, Canon, Agricultural Bank of China, China Merchants Securities, Qatar Commercial Bank, Royal Mail, ARM, Laing O'Rourke, KPN, Illy Coffee, Ernst & Young, Oriola, City of Helsinki, the University of Hong Kong, Cambridge Addenbrooke’s Hospital, Itella, Essex County Council, Telstra, Berri, the Australian Telecommunications Authority, and Australia Post among others.

Dates and fees

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*When undertaken on an assessed basis as part of a Specialist Certificate, course fees are GST exempt.

This program is non-residential. The program fee covers tuition and meals during the workshop. Please apply 4-6 weeks prior to program commencement.

Specialist Certificate accredited pathway

This program may be undertaken in an assessed mode, leading to an accredited Specialist Certificate from the University of Melbourne. The Specialist Certificate provides the flexibility to tailor your course to your specific developmental needs by choosing from a select range of open programs. Learn more.

Assessment

  • 2500-word assignment, due four weeks after the workshop ends (worth 100%)

Fees

If you undertake this program in an assessed mode, the fee is A$3,000 and GST exempt.

How to enrol

To enrol in this program as part of a Specialist Certificate, click on the relevant link below:

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