The CRM Mini MBA equips you to lead CRM as a driver of customer value and business success.

Why this course exists

Why this course exists

I’ve worked in CRM for over two decades—and I’ve lost count of the number of times I’ve heard the same two things. First: “CRM? Isn’t that just email?” And second: “We’ve got the tech… we just don’t know how to use it.” And that’s why this course exists. Because somewhere along the line, we let CRM become shorthand for a channel. A tool. A bit of software you plug in, rather than a mindset you build around. But CRM—real CRM—isn’t about sending emails. It’s about understanding people. It’s about recognising patterns in behaviour, listening carefully to what customers need, and designing experiences that feel relevant, respectful, and valuable. It’s not a downstream activity. It’s a strategic lever—a way to shape business growth through stronger relationships.
And yet, very few people are trained to think that way. I wasn’t, when I started. I learned by building things from scratch. By sitting with loyalty teams one day and data engineers the next. By launching campaigns that flopped, then figuring out why. By leading CRM across global brands, helping agencies craft strategies, and sitting between clients and platforms as they tried to make sense of the tech. And what I realised is this: the people closest to the customer—CRM teams, lifecycle leads, loyalty managers—are sitting on a goldmine of insight. But they’re rarely given the space or support to turn that insight into influence. So I built the CRM Mini MBA to change that. To give marketers the tools not just to deliver campaigns—but to lead strategy. To translate what they know about customers into something their CFO, their CEO, their board can rally behind. To step out of the silo, and into a seat at the table.

Outgrow the job title.

Own the strategy.

So I built the CRM Mini MBA to change that. To give marketers the tools not just to deliver campaigns—but to lead strategy. To translate what they know about customers into something their CFO, their CEO, their board can rally behind. To step out of the silo, and into a seat at the table. Whether you’re client-side, agency-side, or in the messy middle—this course is here to help you move from doing to designing. From reporting to recommending. From job title... to trusted strategist. Because CRM isn’t just a discipline. Done right, it’s a differentiator. And the people who know how to wield it? They’re the ones who will shape the future of marketing. And of course, the CRM Mini MBA comes with Continuous Professional Development accreditation – recognised in over 50 countries across the globe

25 years of CRM, Loyalty and Personalisation distilled into practical expertise

Led by Gianfranco Cuzziol, a globally recognised expert in CRM, Loyalty and Personalisation, this programme brings together over 25 years of hands-on industry experience with brands such as Aesop, Avon, Natura and Dr. Martens. Developed as an independent qualification, the CRM Mini MBA distils years of strategic insight and practical know-how into a focused, high-impact course. Whether you work client-side, agency-side or in technology, this programme is designed to fast-track your ability to move beyond execution into strategic thinking. You’ll gain the tools, frameworks and confidence to put CRM at the centre of business growth — and to lead with customer-first impact

Who is the CRM Mini MBA for?

This isn’t just a course. It’s a shift. 

The CRM Mini MBA is built for people who are not satisfied treating CRM as the email department… and are ready to position it as a core pillar of business growth 

It’s for career accelerators—marketers, analysts, loyalty managers—who want to move from execution to strategy. From campaign owners to customer architects. People who know there’s more to CRM than segmentation and scheduling. That behind every touchpoint lies a chance to build trust, loyalty, and lifetime value. 

It’s for those in consumer-facing industries where the battle for relevance is won by knowing your customer better than anyone else. Where retention and acquisition work hand in hand. Where personalisation, relevance and customer centricity aren't just buzzwords—they are a source of competitive advantage. 

It’s for professionals from brands, agencies, and solution providers alike. Whether you’re client-side building customer journeys, agency-side advising on strategy, or tech-side helping enable it all—this course gives you the frameworks, language, and thinking to lead from any seat at the table. 

You might already be a CRM manager. A lifecycle specialist. A retention lead. But this course helps you zoom out—and design CRM not just as a function, but as a system. A lever for growth, a flywheel for loyalty, a blueprint for transformation. 

Because today, customers expect relevance. Tomorrow, they’ll demand it. And the people who will win in that future are those who know how to turn customer insight into action, and action into outcomes. 

CRM Mini MBA Options

So how will you use it?

You'll use it

  • To become the CRM voice your organisation didn’t know it needed

  • To be the architect of CRM in your business—not just the operator

  • To turn your hands-on experience into strategic influence

What people say about me

Gianfranco is the anti-christ of traditional CRM and small thinking. I hugely admire his ability to be innovative within the often maligned discipline of CRM. Thinking about it in ways that bust myths and break it out of e-mail and DM stereotypes. He makes it accessible, effective and - surprisingly - inspiring!

Gian is genuinely one of the most knowledgable and influential CRM experts in the world.

Gianfranco is a fantastic, passionate innovator who naturally engages his audiences in a memorable way. 

He is an enthusiastic and energetic speaker who can tell clear, relatable stories about his CRM and Personalisation business through different case studies.

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The Learning Experience

  • Core

    10 modules elevating your knowledge and understanding of CRM. A unique combination of videos, case studies and further reading to digest at your own pace.

  • Plus

    Core content plus a deep dive into MBA Frameworks specifically focussing on CRM Strategy. Access to a Room with a View with unfiltered perspectives from a wide range of experts.

  • Concierge

    Plus material and the opportunity to select from a number of post course mentors. Experts from a diverse background who will provide support in areas such as CRM, Data, Creative and Innovation strategy

Who is the CR(M)BA for?