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Rotterdam School of Management

Customer-centric Strategy for B2B Markets

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Next dates

Sep 9—Nov 18
4 daysModules info
Rotterdam, Netherlands
EUR 2800 ≈USD 3122
EUR 700 per day


Being orientated towards clients is no longer just for marketing and sales. This approach is coming to every level and department, and it can help you to gain – and keep – a strong market position. Clients don’t consider customer-centricity as a ‘nice-to-have’, it’s now the minimum that they expect from you.

Optimise results

The three-day programme Customer-centric Strategy for B2B from RSM Executive Education is for everyone working in a business-to-business environment. It will help you to understand the dynamics of B2B markets so you can enhance value for your customers and your company. You will learn to see things from a client’s perspective, and anticipate the demands such a strategy makes on your function, role and team.

We will challenge the concept that the path to success in a B2B company depends solely on the product or service. Why and how a customer-centric approach is necessary to optimise the results of your organisation will be demonstrated by Dr Marian Dingena, a customer management specialist and experienced business coach. She will show you how it is possible to create impact at every level. After the first module you will develop your own practical improvement plan, which will be assessed by your teachers and peers during the second module.

Learning objectives

Upon completion of the programme, you will:

  • understand the changing dynamics in B2B markets
  • have acquired a deep understanding of creating customer value and value renewal in B2B markets
  • have learned how to strengthen your customer knowledge and connections with internal and external customers
  • know how to enhance the customer-centric mindset in your organisation
  • be ready to execute a plan to contribute to your company’s commercial effectiveness.

Who should attend

You will benefit from the three-day Customer-centric Strategy for B2B Markets programme if you are already working in a business-to-business environment and want to understand, think and work from a client perspective. This programme is suitable for those working at every level and with a variety of skills in finance, marketing, human resources, logistics, R&D or sales.


Marian Dingena is a visiting faculty member at RSM, and an expert in strategic customer management and commercial innovation in business-to-business markets. She has worked as a change management consultant and as an independent researcher for 20 years. Dingena has extensive experience across a w...
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