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Master Class | Understanding Customers

*Sujeto a disponibilidad

With our Master in Business Innovation and our Certificate in Innovation and Design Thinking, CEDIM has been the pioneer and leader in Mexico offering postgraduate education and training at the intersection of business and design. These two programs have formed multiple generations of innovators with a human-centered approach to business growth.

However, new approaches to innovation are emerging. Some of them are complementary to human-centered design while others depart radically from it. Yet, all of them are becoming increasingly necessary for those that want to challenge the status quo.

For this reason, CEDIM Innovation Programs is launching a new set of short courses that explore these new methods for innovation.

One or two weekend-long sessions, from Friday to Sunday.


The Master Classes are aimed at both experts that want to raise their game and beginners that are looking for a more appealing road into the field of innovation. Our students come from a variety of backgrounds: design, engineering, entrepreneurship, corporate business, advertising and marketing, education, arts, the public sector, non-governmental organizations and more.

As with all our Innovation Programs, the Master Classes are accessible for people with a busy schedule. They consist of one or two sessions taking place over the weekend, from Friday to Sunday. Most importantly, they are taught by global experts in each of these fields – making each of them a unique opportunity to situate oneself at the forefront of international developments in the world of innovation.

Understanding Customers

Understanding customers, whether they be end consumers or businesses, is the key to creating successful products, services and brands.

This masterclass presents a systematic approach to knowing your customer, understanding their needs and delivering solutions that meet them.

It is important to know customers in a way that goes beyond their rational and practical needs. It is vital to understand their emotions, their hopes, their fears, their dreams and their aspirations – these things are central to consumer choices. In the case of business to business customers we need to understand commercial and professional issues and previous pain points

This Master Class takes place over a one-weekend session:

International experts


Patrick Jordan

Patrick Jordan is a consultant to many of the world’s most successful companies and to the third sector (charities and voluntary organisations). He was a policy advisor to the UK government from 2000 to 2010.

Patrick has a PhD in psychology and an honorary chair at University College London. For more information see: www.patrickwjordan.com

Mexico City
CORPORATIVO SAMARA, TORRE C PISO 13. Av. Santa Fe 94, Delegación Alvaro Obregón.

Monterrey City
Antiguo Camino a la Huasteca No. 360, Colonia Mirador de la Huasteca, Santa Catarina, N.L