Executive Training​

A passionate and sought-after executive teacher, Michel conducts highly rated seminars on marketing strategy, customer insight, consumer psychology, positioning and branding strategy, and decision making for thousands of executives from hundreds of companies. At Columbia University, he directs the flagship Strategic Marketing Management program for executives: an intense, five-day, comprehensive program on marketing strategy. Below are examples of shorter training programs available to corporate clients. (For an extended list of programs see here.) Any program can be customized upon request. All programs involve some action-learning exercises to reinforce the core concepts.

A Five-Step Process for Strategic Customer Insight

1 to 3 days depending on scope and depth

This program covers a systematic five-step process for generating genuine customer insight in B2B and B2C settings: (1) Decision Making Unit Analysis, (2) Customer Need Analysis, (3) Buying Process Analysis, (4) Customer Value Analysis, and (5) Usage and Consumption Analysis. To reinforce the process, participants complete several action-learning exercises using proprietary planning tools for customer insight.

Successful Positioning Strategy

1/2 day to 1 day

This program covers a four-step process for designing successful positioning strategies: (1) analyzing customer needs and perceptions; (2) selecting a positioning platform; (3) anchoring the position; and (4) fine-tuning the positioning. Participants learn how to analyze marketplace information for proper positioning, six principles for powerful positioning platforms, and numerous strategies for strengthening a positioning. An extensive action-learning exercise guides participants through all the steps of designing an effective positioning strategy, from analyzing customer perceptions to writing a compelling positioning statement.

Building Strong Brands

1/2 day to 2 days depending on scope and depth

This program discusses what makes certain brands stronger than others, and how to develop a strong brand. We learn that the real strength of a brand lies in customer motivations: things that customers are willing to do for the brand that they would not be willing to do for other brands. To help create such motivations, we cover a systematic process for building a strong identity around a compelling positioning promise. We discuss how to select a brand name and other brand elements such as logos, symbols, and slogans. In addition, we learn how to maintain a coherent brand identity. The concepts are reinforced by several action-learning exercises using proprietary planning tools.

Common Pitfalls in Business Decision Making

1/2 day to 1 day

What separates great business decision makers from poor decision makers? This program shows that great decision makers are better able to avoid a series of subtle mistakes that less-skilled decision makers generally commit, often without realizing it. Prior to the program, participants complete a short diagnostic of their own decision making approach. Their responses are analyzed and interpreted during the program.  Through this interactive program, participants learn (a) how to recognize pitfalls in their own decisions and the decisions of others; (b) how to prevent and correct these mistakes; and (c) how to capitalize on others' mistakes for their own personal benefit.

Psychological Marketing

1/2 day to 1 day

Psychological Marketing refers to the design of marketing strategies and tactics that capitalize on the subtleties of customer psychology and challenge basic assumptions of standard marketing theory. In this session, we discuss seven principles of customer psychology that violate the basic assumption that customers make decisions strictly based on value. These principles, collectively referred to as nonvalue-based choice, offer a wide range of marketing applications.  We also discuss eight psychological principles that underlie customers' subjective perceptions of value over and above objective value. These principles have many implications for the engineering of customer value.  Examples from many industries are covered.

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© 2013 by Michel Tuan Pham