Customer Centricity

Quick Info: Master ׀ Seminar ׀ English ׀ Winter Term

General Information

LecturerProf. Dr. Martin Paul Fritze &
David Hähnchen
TimesWinter Term October 15, 2025 until January 14, 2026 (blocked)
LanguageEnglish
CreditsMaster Seminar, four contact hours
ApplicationPlease apply via the following link
Application Deadline10.09.2025
ContactDavid 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).

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

This year’s case partner is Google, and selected sessions will take place in collaboration with them.
DateDayTime (s.t.)PlaceContent
Oct 15, 2025Wednesday10:00 AM - 12:00 AMRoom 329, Ludwigstr. 28/RBKick-off and introduction
Oct 17, 2025Friday11:00 AM - 04:00 PMGoogle,
Erika-Mann-Str. 33, 80636 München
Session I: Case kick-off – Foundations and methods (Guest Lecture from Google)
Oct 22, 2025Wednesday11:00 AM - 02:00 PM
Room 329, Ludwigstr. 28/RBSession II: From customer insights to customer centricity
Oct 29, 2025Wednesday09:00 AM - 12:00 AMRoom 329, Ludwigstr. 28/RBSession III: Cultivating customer centricity
Nov 10-14, 2025tbd09:00 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
tbd09:00 AM - 06:00 PM
Room 331, Ludwigstr. 28/RB
Individual sessions (upon request)
Dec 15, 2025
Monday
Until 11:59 am
EmailSubmission deadline for case assignments
Jan 12, 2026Monday
10:00 AMEmail
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”