This spring, the University of Pennsylvania’s Wharton School will offer its first online executive education program. The course is called the “Strategic Value of Customer Relationships,” and it aims to help executives sell their products more effectively by finding new customers with similar behavioral tendencies to their reliable customers, and improving their sales to reliable customers. The customer-centered approach is a departure from the traditional product-based sales approach.
The course will be taught by Peter Fader, a Professor of Marketing at Wharton. Fader is the co-director of the Wharton Customer Analytics Initiative, and the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage. The Financial Times also recently named him a “Professor to Watch.”
The “Strategic Value of Customer Relationships” course will last for eight weeks. The students will be a small group of international participants. To participate, classmembers must demonstrate that they have a specific business challenge that is influenced by a new approach to customer relationships. The online program will include recorded and live teaching sessions, group projects, case studies, video lectures, and virtual classroom discussions. Professor Fader and teaching assistants at Wharton will provide assessments and feedback on a weekly basis. Faber hopes that the extended executive education program will allow participants to take ideas from class back to their companies, discuss them with coworkers, and bring ideas back to class, allowing students to actively contribute their experiences to the class.
“Strategic Value of Customer Relationships” will start on March 3, 2014 and end on April 27. The tuition for the course is $3,700. If you are interested in learning more about the course or how to enroll in it, you can contact the Wharton Executive Education Customer Care representatives at 215-898-1776, or execed@wharton.upenn.edu.
