Strategic Marketing and Customer-Centricity

Strategic Marketing and Customer-Centricity is a three-day module in the Global Leader program and can also be taken as a stand-alone program.

The Strategic Marketing and Customer Centricity program provides an understanding of how strategic marketing can be crucial in driving growth by being or becoming customer centric. The program includes using a customer-centric framework from planning right through to execution and follow up. You will dive into what strategic marketing really is about, how to ask the right questions, and how to integrate marketing into strategy and execution. The content has a very concrete and operational practical approach.

The program helps you guide your organization to become customer focused. The customer-centric strategic framework utilized is based on the instructor’s own client organizations’ experiences of what works and what does not. We will define what the strategic identity of an organization is to help you to become purpose driven. The OKR and SMART methods are used in the execution and performance follow-up phases.

4.5 ECTS credits can be transferred from the Strategic Marketing and Customer-Centricity program to the Aalto Executive MBA or Aalto MBA program.

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The Strategic Marketing and Customer-Centricity program is designed to enhance your performance through improved customer centricity.

Develop an understanding of strategic marketing and how it affects business value as part of core business strategy
Broaden your awareness of whether your organization really is customer centric - if not, you will know what steps need to be taken
Understand what needs to be done in any transformation (whether becoming digital or customer focused) when executing a strategic marketing plan.


The Strategic Marketing and Customer Centricity program is designed for experienced managers and business leaders who need to learn how strategic marketing can be crucial in driving growth by being or becoming more customer centric.

It is also relevant for seasoned experts who aspire to build competencies and confidence in making strategic decisions.

Contents and Schedule

Pre-module period of 2–3 weeks

Individual preparation

Three-day module

Intensive contact learning session with instructor and peers

Post-module period

Take-home assignment

We will cover the key concepts of marketing, practical tools, and frameworks for analyzing the market and its dynamics, for marketing planning and decision-making, for tracking and assessing marketing performance, and for applying marketing thinking in a general management role.

Moreover, you will learn from sharing insights into developing organizational capabilities in strategic marketing excellence, while also ensuring personal development as a marketer and marketing-minded executive.

The program contains a written pre-assignment and a take-home assignment. The program is worth 4.5 ECTS credits.

Instructor: Nermin Hairedin, Senior Advisor, Aalto University Executive Education

Program Fee and Registration

Program Fee

The fee for the Strategic Marketing and Customer-Centricity program is € 4,150 (+ VAT).

Please note that the program fee does not include travel expenses or accommodation. VAT is applicable to private persons and Finnish companies.


Register for the Strategic Marketing and Customer-Centricity program at the latest four weeks before the module starts.

Program start

Other Global Leader Modules

You can choose to register for individual stand-alone Global Leader modules or take the the full Global Leader program including all four core modules and two elective modules of your choice.