• Date
  • Duration
    3 days
  • Fee
    INR 1,30,000 + Taxes
  • Format
  • Apply Now
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Achieving customer centricity has never been more complex for enterprises and marketers today. The rise of the connected customer has compounded this challenge for businesses which exponentially multiplies touchpoints and channels that customers use to connect and engage with a brand.

With customer centricity moving beyond the marketing realm and becoming a universal prerogative for all customer-facing touchpoints, today’s business leaders have very little excuse to not weave datadriven customer centricity into the very fabric of their organisations.

A combination of these diverse forces has created a need to transform customer- functions to become more agile, interdependent, and accountable for driving company growth. It’s no wonder that leaders are increasingly focusing on marketing’s role and are anxious about its performance.

The frameworks covered in the programme divide the value created into two categories: new value stacks for customers and new value stacks for enterprises. Understanding this taxonomy is the first step in articulating your marketing value proposition and the starting point for aligning marketing activities with the company’s growth strategy. The programme is developed to help customer-focused functions and enterprise leadership not only mitigate the effects of an ever-changing marketplace but also enable them to capitalise on the opportunities that this disruption presents.

Through practical case studies and faculty presentations, toolkits, and frameworks participants the programme will enable participants to apply their learnings to the real-time competitive challenges they face.

The Modern Marketing Organisation is a transformative programme designed to radically transform go-to-market paradigms for organisations in a way that directly contributes to their growth story and bottom line.

Key Takeaways

  • Explore steps for successful product development, structured go-to-market strategies, and value pricing
  • Gain unique marketing and customer insights across functional silos such as HR, Finance, Sales, R&D, service, and organisations
  • Develop strategies for new product introductions in pioneering markets and strategies for entering markets as a late entrant
  • Gain an understanding of volume growth and profit growth strategies for established and mature markets 
  • Explore strategies for market defense 
  • Adopt best practices in integrating marketing execution for a multi-dimensional plan 

Who Should Attend

The programme is best suited for CMOs, Directors, and VPs in charge of business and marketing strategy. Senior executives and managers in charge of product, sales, business strategy, and who want to sharpen their brand management skills will also benefit from this programme.


Learning Experience

ISB Executive Education programmes are replete with distinctive teaching methodologies and an intense and challenging learning environment that pushes participants’ learning horizons beyond their pre-existing beliefs. Through lectures from distinguished faculty, local and global case studies, business simulations, and group discussions with extraordinary peers from a broad range of industries, regions, and functions, you will be equipped with the strategies, tools and insights required to transform your thinking and achieve ambitious business objectives. You will return to your organisation, fully ready to apply what you have learned. You will also take with you a rich network of relationships that will enrich your personal and professional lives long after you complete the programme.


This programme will be held on campus.

Experience learning in state-of-the-art classrooms and campus facilities designed to create an environment conducive to sparking self-reflection, innovation, and collaboration.

Admission Criteria and Selection

We admit candidates to upcoming sessions on a rolling (first come first served), space-available basis, and encourage you to apply as early as possible to secure your seat in the programme. 

Programme content, dates, schedule, fees, delivery platforms, and faculty are subject to change. Programme fee includes food and accommodation at the ISB campus or at an equivalent facility based on availability.

Key Topics

Module 1: Motivation for a Modern Marketing Organisation - Tensions and opportunities and value-creation strategies for customers: An Overview

  • Understand the challenges faced by the marketing function
  • Explore opportunities provided by marketplace changes
  • Identify foundational and new benefit expectations of customers
  • Get an overview of new value-stacks for customers to deliver new benefits expected by customers

ISB faculty includes leading academics with credentials and teaching experience from top global business schools as well as accomplished practitioners who have managed large enterprises.


Sundar Bharadwaj

The Coca-Cola Company Chair Professor of Marketing, University of Georgia; Research Scholar, ISB

ISB Certificate

After successful completion of this programme, you will be awarded an ISB Executive Education Certificate, formal recognition of your professional development.

ISB Executive Network

On successful completion of this programme, you will be a part of the ISB Executive Network, a vast community of senior executives and entrepreneurs across the globe.

The benefits of the ISB Executive Network include:

  • Access to ISB Executive Network LinkedIn Group
  • Access to support e-mail ID
  • 10% discount on open executive education programmes
  • Newsletters

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Write to us: execed@isb.edu

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