This programme is designed to empower you to unlock the latest developments within the world of
marketing.  You will learn about best practices from around the world and how to apply them to your own organisation.  The programme will enable you to use the knowledge to improve the strategic marketing practices within your organisation.  Upon successful completion of the programme, you will be able to develop and improve marketing strategies that will give your organisation a competitive advantage over others.

What you will master

Building a Strategic Competitive Advantage

Succeeding in a dynamic marketplace with an ever increasing competition is a challenge for all types of firms – whether big or small, for profit or not-for-profit.  To succeed in today’s marketplace, organisations must have something unique, something that others don’t and can’t have.  The only way organisations can attract and retain customers is to have a strategic competitive advantage.  This programme focuses on helping you to realise that strategic competitive advantage and then to help you in instilling the competitive advantage within your organisation.  Within this paradigm, the programme will focus on four key areas of marketing.

Customer Loyalty

Getting customers is easy, retaining them is hard, however it costs less to retain an existing customer than to grain a new one.  Then why are companies struggling to retain their customers?  Through this programme we will take a new look at loyalty and redefine it within the current market framework.  We will re-assess loyalty programmes, and take a look at the role NPS (net promoter score) plays within the marketing domain.  We will look at ways of making loyalty programmes and NPS work.  The programme will also look at loyalty from an emotional attachment perspective, i.e. getting your customers to love your brand.


Customer Experience Management

Customer Experience Management has become a buzz word within the marketing domain.  Successful implementation of CEM within an organisation has many advantages, including higher customer satisfaction, improved returns on investment, and overall a greater shareholder value.  However, few companies actually know what they are doing when it comes to CEM.  This programme will take an in depth look at CEM in broader terms (not just experience management  for customers, but also for business partners).  We will study the best practice firms, and use a model to develop our own CEM programmes.  The programme will also look at tools that will help us to reassess our CEM programmes in order to improve them in line with global best practices.

Social & Digital Media

More people own mobile phones than they have bank accounts.  The dynamics through which we reach our customer has shifted from mass media (such as TV, Radio, etc) to digital media.  However, few companies have been able to utilise this media to their best advantage.  This programme will focus on understanding how social & digital media fits into the broader marketing strategy.  Participants will learn how to develop an effective social media strategy, including examining the various social & digital media tools and how each fits into the integrated marketing communications plan.


International Marketing

Globalisation has significantly changed the way business is conducted.  There are both challenges and opportunities to doing business in an increasing smaller global village.  Within this programme you will learn how to analyse global marketing opportunities and risks.  You will learn how to exploit those opportunities and counter the risks. The programme will explore emerging economies such as BRICS, MINTS, N11, etc and how to do business within these lucrative markets.  The programme will also focus on analysing international consumers’ behaviour, and how to assess the needs and wants of these customers.  After completing the programme you will be able to develop appropriate target markets and positioning strategies that will help your organisation to maximise the value for customers and help you to efficiently and effectively reach your goals.

When & Where

This is an intensive five-day programme that runs in a number of cities across the globe:

Advanced Marketing Programme in Doha:  June 19-23, 2017:  Sold Out

Advanced Marketing Programme in London:  Aug 7 – 11, 2017

Advanced Marketing Program in Boston:  Oct 2-6, 2017

Advanced Marketing Programme in Dubai: Dec 4 – 8, 2017

Advanced Marketing Programme in Kuala Lumpur: Feb 5 – 9, 2018

If you’re interested in attending, signup below to get updates.

In-house programme are also available based on client requirements.  To find out more about in-house programmes, please contact us.

Who is this for

Advanced Marketing Programme is designed for executives that have a key role in the strategy of their organisations.  The programme is meant for both marketing professionals as well as those with limited marketing knowledge, but are responsible for developing strategies for their organisations.  Marketing executives will learn a structured approach to developing a marketing strategy.  General management executives, entrepreneurs and those within the SME sector will examine the important role of marketing for the long-term success of an organisation.  Overall, participants will take away key tools, strategies and methods needed to develop a strategic competitive advantage for their organisation.  The programme is designed for both not-for-profit as well as for-profit organisations.

  • Directors
  • Brand Managers
  • Senior Executives
  • Head of Customer Insights
  • Customer Experience Managers / Directors
  • Business Owners & Entrepreneurs
  • Social Media Managers
  • Senior Marketing Managers / Directors
  • Vice President of Marketing
  • General Manager
  • Director of Business Development
  • Director of Operations

Who has attended?

Region wise participation

Participants by Industry


Lead Trainer

Dr. Osman Khan, is one of the leading experts in Marketing.  He holds an MBA and a PhD in Marketing from the University of Bradford.  He has done extensive work researching, consulting, training and speaking. Dr Khan has been working with companies around the globe, including Fortune 500 and FTSE 50 companies to improve their business performance.
He has worked with numerous companies across the globe as a consultant, trainer, researcher and as a member of the marketing team. His past experience include working as a Director of MBA Programmes of a London based University, serving on senior management positions of consulting, training, and high tech IT firms, consulting for multinational companies from Europe and the Middle East, as well as helping firms within the UK and USA in improving customer loyalty, increasing sales, and reassessing strategic marketing goals.  Dr Khan is the author of the book, “Getting Customer to Love Your Brand”.

Financial Assistance

A limited number of financial assistance places are available on the programme.  To apply, email us at info@icustman.com, specifying which programme you are seeking financial assistance for.  Please note, financial assistance will only cover the tuition fee for the workshop and will not cover any additional expenses, such as travel, accommodation, meals, visa fee, etc.

Interested in attending?

If you’re interested in attending, or sending your employees to the programme, please fill out the form below:

Contact us

web:  www.icustman.com/index.php/events/amp/

email:  info@icustman.com

phone:  +44 20 3289 5935