Customer Centricity
Quick Info: Master ׀ Seminar ׀ English ׀ Winter Term
General Information
| Lecturer | Prof. Dr. Martin Paul Fritze & David Hähnchen |
|---|---|
| Times | Winter Term October 15, 2025 until January 14, 2026 (blocked) |
| Language | English |
| Credits | Master Seminar, four contact hours |
| Application | Please apply via the following link |
| Application Deadline | 01.09.2025 |
| Contact | David Hähnchen (d.haehnchen@lmu.de) |
Course Description
Customer centricity refers to a business strategy that aligns a company’s products and services with the wants and needs of valuable customers. In this course, students will learn the foundations of customer centricity, spanning topics from experiential marketing to customer experience management. Students will deepen their understanding of how businesses can implement customer-centric thinking through a research-based consulting case assignment (can be a case introduced in collaboration with a company or built around secondary data), which will be supported by additional consultation hours. The course highlights the strategic power of placing the customer at the center of decision-making.
Guest lectures from industry professionals will illustrate current perspectives on customer centricity and its relevance in business practice (subject to availability).
In this winter term 2025, our case partner is Google, and selected sessions will take place in collaboration with them.
Assignment / Grading
Students are expected to actively participate in the discussions. Grading will be based on the solutions to a research-based consulting case assignment—typically completed in groups of 2–3 students—which includes a written summary of the results (50%) and an oral presentation of the solution (50%). In specific, each student must contribute a written section (15,000–25,000 characters) to the joint summary and a 10-minute presentation of their contribution, which is followed by a 5-10 minutes Q&A session (per person).
Tentative Schedule Winter Term 2025
| Date | Day | Time (s.t.) | Place | Content |
|---|---|---|---|---|
| Oct 15, 2025 | Wednesday | 10:00 AM - 12:00 AM | Room 329, Ludwigstr. 28/RB | Kick-off and introduction |
| Oct 17, 2025 | Friday | 11:00 AM - 04:00 PM | Google, Erika-Mann-Str. 33, 80636 München | Session I: Case kick-off – Foundations and methods (Guest Lecture from Google) |
| Oct 22, 2025 | Wednesday | 11:00 AM - 02:00 PM | Room 329, Ludwigstr. 28/RB | Session II: From customer insights to customer centricity |
| Oct 29, 2025 | Wednesday | 09:00 AM - 12:00 AM | Room 329, Ludwigstr. 28/RB | Session III: Cultivating customer centricity |
| Nov 10-14, 2025 | tbd | 09:00 AM - 06:00 PM | Room 331, Ludwigstr. 28/RB | Individual sessions (upon request) |
| Dec 01, 2025 | Monday | 11:00 AM - 04:00 PM | Room 329, Ludwigstr. 28/RB | Interim presentations/ Q&A |
| Dec 08-12, 2025 | tbd | 09:00 AM - 06:00 PM | Room 331, Ludwigstr. 28/RB | Individual sessions (upon request) |
| Dec 15, 2025 | Monday | Until 11:59 am | Submission deadline for case assignments | |
| Jan 12, 2026 | Monday | 10:00 AM | Email | Submission deadline for final presentations |
| Jan 14, 2026 | Wednesday | 10:00 AM - 05:00 PM | Room 332, Ludwigstr. 28/RB | Final presentations |
Further Information
- All sessions will be held in person.
- See guideline (PDF, 493 KB) for scientific paper.
- Please use the following template (PPTX, 1,680 KB) for presentations.
- The number of participants is limited to 20.
- Suggested readings for the course and a list of relevant literature will be given in class and included in the course material.
- The course can be selected as part of the elective modules “Advanced Elective Topics in Business Administration I bzw. II”