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Executive Education > Open Programs > Customer Value Management


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SP Jain’s Customer Value Management course cultivates a sound understanding of developing marketing plans that entails segmentation, targeting and marketing mix decisions. It provides experiential learning to the participants for strategic marketing planning and decision-making through disciplined analysis and prudent judgment.

This course also makes use of Markstrat simulation that offers an extensive set of market research studies, including:

  • Industry benchmarking
  • Customer awareness
  • Purchase intentions
  • Shopping habits
  • Semantic scales
  • Perceptual mapping
  • Market forecast
  • Competitive advertising estimates
  • Competitive sales force estimates
  • Sales and advertising experiments

Participants will learn to develop effective marketing strategies in the dynamic global business environment.

Key Highlights

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Start Date

(To be announced)
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18 hours
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Choose a Mode of Delivery

Face-to-face at Dubai Campus
Live Online
(You will have the flexibility to study from anywhere in the world)
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Corporate & Early Bird Benefits
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SP Jain’s Executive Alumni Status

Learning Outcomes

  • Analyse regional and global market data and information to draw inferences and create marketing advantage
  • Evaluate opportunities for investing in existing and growing markets versus reaching out to new market opportunities
  • Critically analyse the market information and draw inferences for allocating marketing resources for maximum returns and enhanced customer value
  • Develop innovative, impactful customer-centric marketing strategies and marketing plans
  • Present business models, frameworks and marketing strategies, demonstrating individual and group accountability


Our carefully crafted program content makes your learning practical, relevant and contemporary.

The Customer Value Management program covers the following topics:

  • Introduction to the Digital Markstrat world
  • Understanding of marketing research reports
  • Segmentation & targeting
  • Positioning with focused marketing plans
  • Resource allocation for customer-centric decisions
  • Developing marketing plans for enhancing return on marketing investments
  • Review marketing decisions for investing in existing versus new products and markets
  • Understand how to interface with finance, R&D, manufacturing, sales force and channel partners
  • Manage uncertainty with scenario planning and what-if analysis to cope with ambiguity and enhance shareholder value

How You Will Learn

  • Application-based group and individual exercises
  • Digital Markstrat Simulation
  • Interactive expert-led sessions
  • Engaged learning through videos, presentations and case studies

Meet the Faculty

Professor of Marketing & Strategy and Dean – Global MBA & Master of Global Business
SP Jain School of Global Management
Certified trainer in Blue Ocean Strategy and Markstrat simulations of StratX, France

Dr Balakrishna Grandhi has nearly 45 years of experience in academics and industry as a professor, consultant, entrepreneur and practitioner across the US, Canada, Singapore, Sydney, Dubai and India.

He believes in adding value and making a difference through teaching and mentoring students, faculty, senior managers and CXOs. He is passionate about equipping participants with ‘Stragility’ – a strategic and agile thinking capability to grow stakeholder value in an ever-changing and uncertain business environment.

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The course is ideal for business leaders in R&D, Operations, Finance, Sales & Marketing, Business Development, General Management and Product Development.

Professionals at various stages of their career, i.e. specialists, consultants, senior executives and managers from mid to senior levels, will benefit from the learnings.


Please get in touch for more details or to schedule a personalised consultation.

We look forward to working with you towards achieving your learning goals.

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