The Field Bell Institute has announced that September will mark the inaugural public intake of its Mini MBA in Customering. This program is set to deliver higher education in customer leadership, a global first in the field of marketing.
The curriculum is built around a core text endorsed at the MBA level and is accredited on the global CPD Register (recognised as CPE in the United States), ensuring its validity in over 50 countries. Graduates of this program will emerge among the most highly qualified professionals in the governance and operations of customer bases. They will be uniquely equipped to critically assess and regulate technology capabilities, mitigate associated risks, and make significant, measurable contributions to company profitability.
This launch is particularly timely, as senior marketing roles increasingly encompass customer management responsibilities—a trend reflected in the capability frameworks of marketing associations worldwide. It also addresses the growing scrutiny faced by popular “CX” (customer experience) concepts.
The 12-week online program is designed for flexibility, requiring just 3.5 to 4 hours of commitment per week. It includes 10 lecture modules, assigned readings, interactive Q&A sessions, and a dedicated exam week. This structure makes it ideal for both individual learners and teams seeking to train collaboratively, easily fitting alongside existing work and life commitments.
Aarron Spinley, the program’s instructor, highlights the urgent need for a new approach to customer asset training. “We’ve seen a disconnect,” he explains. “On one hand, there’s an abundance of popular CX, marketing, and technology jargon, much of which originates from software categories and often contradicts established literature, proving highly ineffective. On the other hand, despite the formal teaching of marketing methods beginning in the 1950s, tertiary educators haven’t adequately responded to the 21st-century imperative for formal customer management. We truly needed a circuit breaker.”
