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Field Bell Institute Launches Industry-First Higher Education in Customer Leadership

Announcement posted by Field Bell Institute 07 Jul 2025

Global CPD Accredited Learning for Post Graduate Development

SYDNEY, MELBOURNE, July 6, 2025 -- Field Bell Institute announce September as the first public intake of the 'Mini MBA in Customering', making higher education available in customer leadership, a global first in marketing.

The course features a core text endorsed at the MBA level, and is accredited on the global CPD Register (CPE in the United States), recognised in over 50 countries. Graduates will be among the highest-qualified in the governance and operations of the customer base, equipped to critically regulate technology capabilities, mitigate risk, and make measurable contributions to company profit.

It comes at a time when senior marketers are also being tasked with customer management, reflected in the capability matrices of marketing associations around the world, and when popular "CX" concepts face real scrutiny.

The program runs for 12 weeks, incorporating 10 lecture modules, readings, Q&A sessions, and an exam week, all delivered in an online format. Consuming between 3.5 and 4 hours a week, it has been carefully designed for both individual learners and teams to train together, easily accommodating existing work and life commitments.

Aarron Spinley teaches the program. He says the entire way that we've trained people in the customer asset needed a significant rethink.

"On the one hand, we have very popular CX, marketing, technology concepts and jargon that originate from software categories, a lot of which is contrary to the established literature. Very ineffective. 

On the other hand, while the marketing method was first formally taught in the 1950s, tertiary educators have failed to respond to the 21st-century imperative for formal customer management. We needed a circuit breaker".

He continued, "We've been managing customers, in repeat rituals and patterns, since the Bronze era, so we have all this historical precedent. We also have significant empirical data that expose the consistent economic characteristics of each customer base, along with established correlations to specific management practices, relevant aspects of consumer psychology, and, of course, technological capability.

Combined, these provide the critical theory and the system basis for the extension marketing, that being, the management of customers properly, profitably, and predictably in the digital era. Teaching it in higher education is long overdue".

The Field Bell Institute was formed in 2023. Its advisory board includes notable American analyst Paul Greenberg, widely regarded as the "Godfather of CRM" for his books on the subject, which are primary texts at universities around the world. Greenberg wrote the foreword for the Institute's own core text. He is joined by an international cohort comprising Jason Hemingway, fellow of the Chartered Institute of Marketing in London; John Rizzo, a former chief customer and strategy officer at Bupa in Melbourne; and Sam Taverner, formerly managing director at Comet Consulting and then executive general manager at Merkle, based in Barcelona - now a director and investor in fast-growing digital businesses. It's an impressive line-up.

An interesting feature is the diversity of the student cohort. From senior marketers, CRM and MarTech practitioners and vendors, overseeing executives looking for postgraduate education, to contact centre and retail leaders, CX practitioners, consultancies and agencies.

Says Spinley: "Historically, many have been limited to commodity industry certificates. So this is a real boon for their careers. The ability to stand in any room, alongside highly trained colleagues from diverse fields of business, with total confidence, is often taken for granted. But that hasn't been the experience of those in the customer field".

Enrolments for the Mini MBA in Customering are now open.

About Field Bell Institute

The Field Bell Institute provides the world's most advanced higher education in the customer field. Designed for the learning and development needs of busy professionals, it serves the combined aspirations of the chief marketing and chief customer officer, together with their teams, vendors, advisors and consulting partners.

Wth globally recognised professional development accreditation and applicable across industries, the Mini MBA in Customering provides the critical theory and applied learning to mitigate company risk and drive profit, from budgeting and operations, to measurement and reporting. Its sister program, the Mini MBA in Customer Technology, will be released in 2026, enabling graduates to further advance their careers.

The Field Bell Institute is headquartered in Melbourne with advisory board members located around the globe. More information can be found at fieldbell.co/prospectus

Media Contacts

Aarron Spinley

Fellow | The Field Bell Institute

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