Workshop: Understanding Customer Value in Business Markets


Hanoi: 09h00 - 12h00 / 13.4.2016
Hochiminh City: 09h00 - 12h00 / 21.4.2016

Speaker: Prof. Dr. Frank Jacob - ESCP Europe


Modern marketing goes far beyond the traditional goods for money approach. Business model thinking with its two pillars of creating & capturing customer value is the guiding paradigm today. Prof. Frank Jacob from Berlin campus of ESCP Europe will introduce the concept and illustrate it using a case study from entertainment industries. 

The approach is based on a simultaneous analysis of customer benefit design, benefit based pricing, and supplier profitability. We will look at the economic logic, at best practice business examples, and at implications for planning sales activities based on Customer Value thinking. 

In an interactive session will study the case of Digital Cinema in Europe where EUTELSAT S.A. and the New York Metropolitan Opera play central roles. In addition, he will also look at the case of a midsized paper manufacturer. The audience will get both a profound understanding of the marketing philosophy behind Customer Value thinking and hands-on advice on how to implement the approach in any business.


Prof. Dr. Frank Jacob

Prof. Dr. Frank Jacob

Professor at CFVG MMSS program / Marketing Professor at ESCP Europe, Berlin Campus
Chair holder, Academic Director MSc International Sales Management

Professor Frank Jacob is a member of the European Department of Marketing at ESCP Europe and located at their Berlin campus. He is the Chair of Marketing at ESCP Europe, Berlin Campus since 2000. His research interest include Business Marketing, Service Marketing, International Marketing...Professor Jacob earned his doctorate in 1994 with a dissertation on product customization in the industrial sector. He continued his academic career with a Habilitation (post-doctoral qualification to supervise research) at the same university.

Doan Duc Thuan

Co-Speaker in Hanoi: Mr. Doan Duc Thuan
APAC Research and Development Manager, Former APAC Strategic Marketing Manager at Piaggio 
Trainer of Strategic Marketing Course of Sage Academy

A rich 10+ year experience background of Asia-Pacific regional exposure in Strategic Marketing, Branding, Planning and cross-border Business Development with Piaggio (in Vietnam and Italy), Toyota (in Singapore) and Colgate-Palmolive (in Vietnam) A strategic thinker with a keen sense of the importance of tactical execution: Possess an extensive understanding of the Value-based Management picture, which is chiefly painted by a synergistic relationship between Strategic Planning, Branding, Marketing and Finance. 

Co-organizers of event in HanoiSage Brand and Communication Academy and Vietnam Marketing and Communication Club (VMCC) 

Time and Venue:

Hanoi: 09h00 - 12h00 / 13.4.2016
Venue: Hotel de l’Opera Hanoi, 29 Trang Tien, Hanoi.

Hochiminh City: 09h00 - 12h00 / 21.4.2016
Venue: CFVG building – 91, Ba Thang Hai str., Dist.10, HCMC

Language: English  

 FREE ENTRY, with limited seats. Please register soon!

For more information, please contact: / Tel: 04-3-8691066 (Ext. 22)


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01, April, 2016