Customer Centricity

Professor Kevin McTigue

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2 months




18-19 June 2024
8.30 am - 5 pm

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ECTS points

4.5 ECTS points



Kevin McTigue professor at Kellogg School of Management

Design uden navn


Sankt Annæ pl. 11, 1250 København  


Tuition Fee

DKK 26.500 exclusive of VAT

About the Course

This course is intended to introduce you to the essentials of marketing: how firms and consumers behave and what strategies and methods marketers can use to successfully operate in today's dynamic environment. We will provide a sound conceptual and theoretical “tool kit” for analyzing marketing problems and advance the understanding of the marketing process as a framework of looking at the world.

The class defines the strategic role of marketing in the organization so students understand that the customer journey follows the complete lifecycle from awareness to loyalty, allowing you to match communication strategies with customer expectations at each stage of the journey.

Learning Objectives

  • Understand Marketing and its role as value creation
  • Introduce the key elements of marketing analysis
  • Understand the key concepts of marketing strategy 


Kevin McTigue

Professor at Kellogg School og Management

Kevin McTigue is Professor of Marketing at Northwestern University's Kellogg School of Management teaching multiple classes for the MBA Program and Executive Education.

His career spans over 20 years in teaching, consulting, brand management, and advertising. Before his full-time appointment, Kevin led the Strategy & Consulting practice in the central region of the U.S. for global digital agency SapientRazorfish. From marketing strategies to digital transformation roadmaps to creation of entirely new businesses.


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Case Materials

The course material consists of a textbook, case studies and articles.


Students are required to attend all classes and to participate actively.


Students are required to read all course material in advance.


Students will be graded on attendance and participation in class and on an individual paper.

MBA Hjul-2


Single Course - Merit to MBA

The Executive MBA Courses are all part of the Executive MBA program at AVT Business School and offer insight into specific topics.

When you sign up for one or more Executive MBA Courses at AVT Business School will receive merit for the Executive MBA Course attended.

Meet Professor Kevin McTigue

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