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“Marketing is the whole business seen from the customer’s point of view,” as Peter Drucker once observed. In today’s customer-centric economy and hyper-competitive environment, this insight is more relevant than ever. Strategic marketing is far too important to be left only to the marketing department. Understanding customers’ wants, needs, and desires is not just the marketer’s task, it is the responsibility of everyone in the organization. From administration to finance, from operations to sales, and all the way to the C-suite, aligning decisions with customer value is the only way to truly perform one’s role.

This 3-day program in Madrid is designed for executives who want to master the discipline of strategic marketing management as a shared organizational responsibility. Blending cutting-edge executive education with unique experiential learning, the course will equip participants with the frameworks, insights, and mindset to align marketing with corporate strategy, create sustainable customer value, and translate vision into measurable impact.

Madrid,  one of Europe’s most vibrant capitals and consistently ranked among the best cities in the world for quality of life, provides the perfect backdrop. Sessions will be hosted in the offices of a leading consulting firm in Salamanca, Madrid’s elegant business and cultural hub.

1. Marketing’s Role in Business Strategy - Prof. Giuseppe Srigliano

Marketing has never been about persuading people to want things they don’t need. It’s about understanding what they truly value and designing products, services, and experiences around that insight. As customer expectations evolve at the speed of technology, relevance becomes the only sustainable form of influence. In the next decade, adding more channels won’t drive more business. The traditional funnel is flattening as customers outsource discovery and decision-making to AI agents, recommendation engines, and autonomous shopping assistants. Omnichannel strategies designed for human navigation will lose impact in a world where digital agents filter, rank, and pre-select on our behalf. This talk reframes the marketer’s role: from pushing messages across channels to designing businesses that are chosen by humans and by algorithms. Participants will understand why the future belongs to companies that optimize for agentic commerce, where intelligent systems become the new gatekeepers of demand. We will reflect on how brands can earn preference in this environment through customer insight, product relevance, operational excellence, and trust.Participants will leave with a clear understanding of how to make marketing meaningful again: stop making people want things and start making things people, and their digital agents, will consistently choose

2. Sustainability: If, and When, Customers Want It - Prof. Paolo Taticchi 

In a business landscape defined by shifting expectations, regulatory pressure, and rapid transformation, one critical question continues to shape corporate strategy: Do customers really want sustainability – and when does it matter? This executive session explores the complex relationship between sustainability, customer preferences, and value creation, drawing on the latest international research and real-world case studies. Participants will discover how sustainability can become a powerful driver of competitive advantage when integrated into a customer-centric strategy. We will examine the myths and realities of consumer demand, analyse evidence on willingness to pay, and explore the business models of firms that have successfully aligned sustainability with customer value, brand differentiation, and long-term growth. Through data, storytelling, and practical frameworks, the session will demonstrate when sustainability becomes a “must-have,” when it remains a “nice-to-have,” and how organisations can strategically position themselves to capture emerging opportunities across markets and sectors.The session is designed for executives seeking to understand how sustainability can strengthen customer engagement, shape innovation, and support future-proof strategy. Building shared ownership of marketing priorities across leadership teams and business functions.

1. Customer Centricity and Good Governance: Inseparable Disciplines - Prof. Ferran González Feliubadaló

A truly customer-centric organization requires more than great marketing, sophisticated journeys, or cutting-edge technology; it requires governance that is intentionally designed to serve its purpose. Customer centricity is not a department, it is a system. And like any system, it fails when the incentives, oversight, and decision-making architecture do not reinforce it. Good corporate governance can no longer be reduced to regulatory compliance, risk mitigation, or protecting shareholder value. In today’s fluid, AI-accelerated markets, governance must become the orchestrator of value creation for all stakeholders, with the customer as the reference point for every strategic choice. Boards that understand this shift move beyond supervision into stewardship: they ensure that long-term value, ethical decision-making, and customer insight flow through every layer of the organization. When a board embraces this broader mandate, it becomes the guardian of strategic direction, ensuring coherence between purpose, resource allocation, innovation, and execution. It sets the tone for a culture where customer relevance is not a slogan but a structural priority. And in doing so, governance and customer centricity stop being parallel conversations, they become mutually reinforcing disciplines that determine whether a company thrives in the next decade or quietly becomes irrelevant.

2. Leading B2B Growth Through the Algorithm Journey: A New Framework for Customer-Centricity in the Age of AI - Prof.ssa Federica Ilaria Fornaciari

In today’s B2B landscape, purchasing decisions no longer unfold through predictable funnels. They emerge from a complex network of signals, micro-moments, and algorithmic interpretations that shape visibility, relevance, and trust long before a salesperson enters the conversation. This 90-minute executive session introduces a decisive shift: moving from the traditional customer journey to the algorithm journey — the real path through which value is now assigned, amplified, or lost. Building on global insights and the IES–BBPP leadership model, the session will equip executives to:

• understand how intelligent systems filter and prioritize vendors in non-linear buying environments;
• map the algorithmic layers that now influence awareness, consideration, and conversion;
• design adaptive, AI-driven commercial funnels capable of predicting and shaping demand rather than reacting to it;
• lead with a balance of intelligence, execution and human connection, ensuring that technological advantage translates into strategic relevance.

Through cross-industry cases and actionable tools, leaders will learn how to position their companies not only closer to customers, but inside the logic of the algorithms that guide their decisions. The session ultimately reframes customer-centricity as an advanced capability: the art of orchestrating human and algorithmic interactions to create meaningful, sustained competitive advantage in an increasingly automated B2B world.

3. Customer-centric B2B leadership in the age of AI and non-linear buying - Prof. Juan Miguel Poyatos Díaz

In today’s industrial and B2B markets, growth no longer comes from products alone, it comes from becoming truly indispensable to customers. In this 90-minute executive session, we will decode the seven most critical drivers of customer-centric B2B leadership for 2026 and beyond. Participants will explore how leading companies reshape their operating models around customer outcomes, orchestrate hybrid buying journeys, and leverage analytics and generative AI to personalize engagement at scale. Through a clear, practical, and evidence-based framework, the session will guide executives in identifying where value is created, where friction erodes it, and how to redesign their commercial approach to build deeper trust, increase retention, and achieve sustainable, profitable growth. Drawing on international best practices and real industrial cases, the session will encourage leaders to modernize their go-to-market strategies, accelerate customer-driven innovation, and strengthen competitiveness in increasingly demanding, digitally enabled B2B environments. This intervention is designed for forward-looking executives committed to moving from customer rhetoric to customer-centric impact.

Entrepreneurs, senior managers, and executives from any industry who recognize that marketing is not just a function but the lens through which the entire business must be seen. In a customer-centric, hyper-competitive economy, understanding and responding to customer needs is everyone’s responsibility, from finance to operations, from sales to the C-suite. This program is designed for leaders who want to embed strategic marketing into the core of their organization and ensure that every decision contributes to sustainable growth and customer value.

Attending the training programme is free of charge.
Participants will be responsible for their own travel and accommodation expenses.

Participants are advised to stay in Madrid’s Salamanca district, where most activities will take place. The area offers convenient access to both the airport and the course venues, as well as a wide range of premium hotels, restaurants, and cultural attractions.