Building Customer Customer Business

Overview

The purpose of this program is to explore the concept of customer value, the heart of marketing. Learn how to influence the customer perception of your brand, product, and service.

Faculty

Dr. John Branch teaches marketing and international business courses at M.B.A. and executive levels. He conducted management training for Mercedes Benz, Coca-Cola, Michelin, and Nestlé. He holds a Ph.D. from the University of Cambridge.

Program Objectives

The focus of this workshop, therefore, is quite simple… the customer. More specifically, it aims to:

  • explore the 4 different market orientations;
  • understand the core concept of customer value;
  • link customer value to the concepts of satisfaction, delight, and loyalty;
  • introduce the notion of customer lifetime value;
  • develop a customer-based approach to innovation;
  • re-think sustainable competitive advantage from a customer perspective; 
  • outline the process of product positioning from the customer’s perspective.

Date

20 Sep 2018 - 21 Sep 2018

Time

09:00 - 17:00

Cost

EUR 2200 (+3% VAT)

Labels

High-potential,
Mid-Senior Management,
Multi Day Program
Category

Organizer

Luxembourg School of Business
Email
julien.alves@luxsb.lu, marc.vanacker@luxsb.lu,

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