With participants of the workshop in Dubai, 2017

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 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.

Dr. Khan delivering a workshop on CEM workshop

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?

Director Marketing, Flagship One, USA, talking about attending the AMP

Participation by Industry and Region

Delegates of the Abu Dhabi National Oil Company

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.

Lead Trainer

Dr Osman KhanDr. Osman Khan, is one of the leading experts in Marketing  in the world.  He is also one of the leading and pioneering Customer Experience & Customer Loyalty experts in the world!   Dr Khan has written several books on customer experience and customer loyalty management.  His thoughts, ideas and CEM models have transformed the CEM & CX industry around the globe.

Dr. Khan holds an MBA and a PhD in Marketing from the University of Bradford. Dr Khan has been working with companies around the globe, from entrepreneurs, SMEs to Fortune 500 and FTSE 50 companies in improving their business performance.

Dr Khan 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 C-Level member of several companies in London, 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, US 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 has won the prestigious Times Higher Education award for best international strategy.  He has also taught at the Kennedy School of Government at Harvard University and at the School of Management at the University of Bradford.  He has published four books at the European Centre for Best Practice Management.  Dr Khan’s latest book “Getting Customer to Love Your Brand” is available for sale on Amazon & Amazon Prime.


Head of Sales, Toyota, Abu Dhabi, UAE talking about his experience of attending the AMP

I have had the pleasure to work with Osman, he has proven to be an innovative, creative and passionate educator, who takes great pride in his work. As a marketing specialist he is very much focused on customer experience and this translates in the work he has achieved at DSM.”

Sheron Mills, Director of Client Services at DSM Ltd

“I invited Dr. Osman to guest speak at a Customer Experience forum at our company, Compass Group UK & Ireland. His expert knowledge and insight was highly valuable in engaging managers in CEM using highly credible anecdotes and the latest academic research. His passion for the subject shines through and was felt by all delegates who gave very positive feedback about the presentation and Dr Osman’s professionalism.”

Clare Muscutt, Compass Group UK & Ireland

“At Adkit, we’ve consulted Dr. Osman Khan for a few researches during the past year for leading Israeli companies. Dr. Khan’s insights added great value to our work: his ideas are always innovative, tailored for every research question, and most important- he has a very wide knowledge base and experience regarding the global loyalty marketing industry. I would recommend Dr. Khan for anyone who’s looking for a real professional to learn from – and it’s always a pleasure to work with someone who’s so pleasant, kind and that will always find some time to add his personal insights despite his tight timeline. Thank you Dr. Khan! Hope to keep working with you in the future.”

Mor Kadosh, Adkit

“The CSTA had the great pleasure to listen to Dr Osman Khan at their Nottingham event. His professionalism and huge knowledge was much appreciated by our delegates and he received some fantastic feedback. I can truly recommend him to any organisation as a professional and engaging speaker.”

Anne-Marie Lose, Customer Service Training Network

“Dr. Osman has a good knowledge of his subject but more importantly he is able to convey his ideas with clarity and personality.”

Don Hales, Awards International

“A well presented senior lecturer with a fresh and engaging teaching style. in depth industry knowledge is constantly proved by relevant subject related examples. one of the few lecturers who emphasises the importance of new marketing channels, which proves his up to date engagement with the marketing industry.”

Jack Eckardt

“Dr Osman Khan is a unique individual with an impressive breadth and depth of knowledge and thought-leadership on the subject of customer loyalty and marketing. He is bright, articulate and brings his positive and passionate energy to projects he works on. I’m thrilled to be working with Osman and look forward to furthering the work we do together. If anyone is looking for an expert with a fresh approach and thinking then Osman is definitely someone you need to be engaging for your customer experience strategies.”

Dean Van Leeuwen, TomorrowToday

“I highly recommend Dr Osman Khan. We worked together at the same team for almost one and a half years and during that time he treated people with respect and integrity, encouraged and supported the contributions of others in achieving team goals, made a full contribution to successful team performance and demonstrated personal commitment to the decisions of the team.”

Dr. Ioanna Nikolaou

“I was fortunate enough to have had Osman as one of my lecturers in Bradford. He led my marketing seminars and he did so from a very pragmatic, down to earth perspective. He constantly challenged us to go that extra mile and to think out of the ordinary. His drive and enthusiasm made the seminars not only a great learning but also quite a fun experience!”

Florian Federspiel

“Having recruited Dr. Osman Khan into DSM has brought great value to our work and vision: He is an innovative systems thinker having a wide source of knowledge and experience regarding the customer loyalty and the marketing industry. I endorse him without reservations.”

Louis D’ Lima, DSM Assessment & Training Ltd


Customer Experience workshop at Global Village HQ in Dubai

Selected clients

  • Toyota (Al Futtain Motors), UAE
  • Dubai Parks and Resorts, UAE
  • Flagship One, Inc, New York, USA
  • Global Village, UAE
  • Takreer, Abu Dhabi National Oil Company, UAE
  • Oman Airforce, Oman
  • Microsoft, United Kingdom
  • Compass Group, United Kingdom
  • World Bank
  • Unicef
  • Boots, United Kingdom
  • Adkit, Israel
  • Telefonica O2, United Kingdom
  • Pakistan Post
  • Thomson Travel, United Kingdom
  • Teredata, NCR, USA
  • The Bank of Ghana
  • Emirates Airlines, UAE
  • Nigeria National Petrolium Corporation
  • Serena Hotels & Resorts, E. Africa
  • Pakistan Air Force
  • Bahria Town (Asia’s Largest Real Estate Developer)
  • Zecora Ura, Brazil & United Kingdom
  • DSM Assessment & Training, United Kingdom
  • London Corporate Training, United Kingdom
  • Hammersmith Training Consult, United Kingdom
  • Zenith Professional Training, United Kingdom
  • London Training for Excellence, United Kingdom
  • Zecora Ura, Brazil & United Kingdom

Delegates discussing a case in Dubai

Participants from Nigeria National Petroleum Corporation

Programme Dates

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

Accelerated Customer Expereince Management Workshop in Dubai: Dec 5, 2017

Advanced Marketing Programme in Kuala Lumpur: Feb 19 -22, 2018

A full list of other events

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

We are so confident that you will find the workshops of use that we offer a money back guarantee.


Money back guarantee

The Institute of Customer Management takes pride in the training workshops we deliver. Some of us aren’t fortunate to be sponsored to attend trainings and have to make a sacrifice out of our precious budget. Especially in times of financial difficulties, it can become hard to justify paying for training. However, we are so confident that you will find the workshops of use that we offer a money back guarantee. If you feel that the workshop has not covered the desired objectives, just inform your course trainer by lunch of the first day of starting a course and we will arrange a full refund of your course fee. Alternatively, we can give you a future course you may like to take with us for free.

Financial Assistance

We would like to help the ‘little guy’, individuals and companies (SMEs, not-for profit organisations) that may not be able to afford the cost of training that the big corporations can.  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.

Contact us

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

email:  info@icustman.com

phone: +44 203 289 5935

facebook:  facebook page

twitter:  @drosmanmkhan

linkedin: linkedin profile

youtube: youtube channel


Participants discussing a case during a training session in London

Terms & Conditions

The Institute of Customer Management reserves the right to postpone or cancel an event. In the unlikely event of such a postponement or cancellation, payments made by delegates shall be credited towards the rescheduled date. If the delegate is unable to attend the rescheduled event, the delegate will receive a full credit representing payments made towards a future event or alternatively the delegate may request a refund of the fee paid.  We cannot reimburse the cost of any pre-booked travel arrangements or other costs incurred as a result of cancellation or postponement, and suggest that you may like to consider travel insurance to cover any significant costs incurred.