Customer-centric Strategy for B2B Markets

Customer-centric Strategy for B2B Markets

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.

The programme Customer-centric Strategy for B2B Markets is also a component of RSM's Diploma Programme in General Management.

  • 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.

  • The Customer-centric Strategy for B2B Markets programme is led by Dr Marian Dingena.

    Dr Marian Dingena
    Customer-centric Strategy is taught by Dr Marian Dingena, a visiting faculty member at RSM. She teaches business-to-business marketing and sales in several executive education programmes such as Strategic Account Management, and in RSM’s customised programmes. She has published many articles, and is co-author of Successful Marketing Planning and Transformational Sales. A revised edition of her bestseller Key Account Management was published in 2016. Marian specialises in strategic customer management, business strategy, commercial innovation and change management. As a change management consultant for the last 25 years, she has extensive experience in commercial change processes in B2B markets across a wide range of industries.

  • Dates

    February run > Apply now

    Module 1: 21 - 22 February 2019
    Virtual coaching session: 8 April 2019 
    Module 2: 7 May 2019

    September run > Apply now

    Module 1: 9 - 10 September 2019
    Virtual coaching session: 17 October 2019 
    Module 2: 18 November 2019


    € 2,800 (excl. 21% VAT) including course materials, lunches, and snacks. This fee does not include hotel accommodation.

    10% discount for alumni from Erasmus University Rotterdam and RSM. More information about the discount.

    Cancellation policy

    Cancellation notices must be received by email: The following cancellation fees apply:

    • More than 14 days before the programme’s start date: 25% of the programme fee will be charged
    • Between 14 and 7 days before the programme’s start date:  75% of the programme fee will be charged
    • 7 days or fewer before the programme’s start date: 100% of the programme fee will be charged
    • Cancellations received on or after the programme’s start date: 100% of the programme fee will be charged.


    The participant can be substituted by someone from the same company on the same course without extra costs.

    General terms and conditions

    Please click RSM Executive Education’s general terms and conditions.


    The programmes take place at Rotterdam School of Management, Erasmus University, Bayle Building, Burgemeester Oudlaan 50, Rotterdam.

    Hotel accommodation

    If you require hotel accommodation in Rotterdam, we recommend Novotel Rotterdam Brainpark, adjacent to the university.

  • The programme Customer-centric Strategy for B2B Markets runs on several dates. Please select the one that suits you most to register: