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.

“A superb insight into customer value and customer relationships. This subject provides key frameworks to apply to your business straight away. Ultimately driving strong acquisition and retention.”

Eamonn Verbenne

General Manager Membership | Zoos Victoria
Melbourne, Victoria


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


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



A study guide with readings and case studies is provided.

On-campus participation

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.


  • 1500-word exercise, due four weeks after on-campus participation (worth 60%)
  • 1000-word case study, due two weeks after the on-campus participation (worth 40%) 


Professor Simon Bell

Professor 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

Omar 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.


19 – 20 September 2017