Schulich’s Centre for Customer Centricity (CCC) offers MBA and Master of Management students one of the most rewarding experiential learning opportunities available in the program. Through hands-on consulting projects, students apply classroom concepts to real-world business challenges—and many describe it as the best experience of their MBA journey.

Led by Professor Ajay K. Sirsi, this consulting course (MKTG 6904, 3.00 credits) allows students to work directly with organizations on live strategy problems. The application deadline for Winter 2026 is November 17, 2025.

How the Course Works

Selected students will collaborate in teams on a consulting project for a real company from January to April 2026. Each team will:

  • Tackle a strategic business challenge for a client organization.

  • Conduct primary research (through in-person interviews) and secondary research (using library and industry resources).

  • Present findings and recommendations directly to the client in April.

  • Receive ongoing mentorship and coaching from Professor Sirsi and his team.

There are no prerequisites for this course.

How to Apply

Interested students should submit a resume and cover letter explaining why they should be selected for this opportunity.
Send your application to Dhruv Shah (dhruv21@schulich.yorku.ca) and copy Professor Sirsi (asirsi@yorku.ca).

Spaces are limited, and students will be notified of their selection by December 15, 2025. Student Services will then follow up with enrolment details for this Winter elective.

Information Sessions

To learn more about the course, attend one of the upcoming info sessions hosted by Professor Sirsi:

  • Info Session 1: 9:00 AM EST, October 17, 2025
    Join Info Session 1 – Centre for Customer Centricity HERE

  • Info Session 2: 6:00 PM EST, November 7, 2025
    Join Info Session 2 – Centre for Customer Centricity HERE

What Students Are Saying

Ankita Wankhede, MBA ’25

“The Center for Customer Centricity course was one of the best investments of my time during the MBA. I gained hands-on exposure to business strategy by working on a market entry project and leading customer conversations—an experience that added immense value to my profile. I learned to structure complex problems, turn insights into actionable recommendations, and communicate effectively with stakeholders. Professor Sirsi’s mentorship and Dhruv Shah’s guidance were instrumental in helping our team succeed.”

Participant, MBA ’25

“Working with Professor Sirsi and our client, the Royal Bank of Canada, was an incredibly rewarding experience. The project allowed me to apply past professional skills while learning new research methodologies like in-depth customer interviews. Professor Sirsi’s expertise guided us through every stage of the consulting process.

This experience deepened my understanding of both the Canadian banking industry and customer expectations. It has been a valuable addition to my professional toolkit as I pursue a career in finance. I highly recommend this course to anyone seeking practical consulting experience and a deeper grasp of the Canadian business landscape.”