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International Coaching Federation Switzerland

06-05-2015 - Chapter Meeting Bern

Coaching Business Marketing Mix

Speaker:  Alexander Khatuntsev, PCC 

Workshop in English

The material shared in this interactive session contains core aspects of establishing and developing coaching practice as a business on the global level as well as in Switzerland. Participants will have an opportunity to address their specific concerns related to promoting their coaching practice, acquiring new clients, leveraging their relationship with existing customers, and getting acquainted with some best practices proven to advance coaching as business. We will look at coaching from different viewpoints: business owner, coach, client, competitor, social and economic context.



To enrich our coaching community with efficiency and successful strategies in growing our business for the greater good of human development.


Learning Objectives:

- To become more aware and agile about switching between the roles of a coach and entrepreneur.

- To be able to establish the big picture of strategic positioning of one’s coaching business taking into its peculiarities, external environment and inner values.

- To define key success factors differentiating one’s coaching business model form competition. - To become more versed in applying marketing mix to one’s coaching business.
- To experience improvised learning from participants during the session in a facilitated fashion.


ICF Core Competencies:

Although, this session emphasizes mainly non-coaching capabilities related to entrepreneurship and marketing, participants would have an opportunity to advance on the following ICF Core Competencies:

- Meeting Ethical Guidelines and Professional Standards
- Establishing Trust & Intimacy with the client
- Coaching Presence
- Active listening
- Direct Communication 


Alexander Khatuntsev obtained his Bachelor degree in Finance and a Master degree in Human Resources Management from the Voronezh State University in Russia in 2002. During that time he also attended an educational program for international students at the California State University East Bay, where he gained additional knowledge of personality psychology and business communication. In 2003 Alexander started his professional career in HR-field at British American Tobacco (BAT) in Moscow, Russia; and later in 2005 he went on an international expatriate assignment in Zug, Switzerland to oversee Global Travel Retail division of BAT. Alexander led organizational development and talent management initiatives, which enabled the company to better attract, retain and develop top talent. In 2007 he decided to move from consumer goods to a more knowledge-based industry, that’s when he was offered a position at the Headquarters of Acetlion Pharmaceuticals in Basel. Now he works there as HR Director responsible for the Global Clinical Development (GCD) division. Operating as a member of leadership teams in both, HR and GCD Alexander’s main accountability lies within strategic domain of HR business partnership, organizational and leadership development, and global talent sourcing. Throughout his career Alexander completed numerous professional development courses and obtained certifications in professional coaching (ICF PCC obtained in 2013) and application of several psychometric instruments. Alexander is a member of Society of Human Resources Management and its International Advisory Board; he’s also a member of ICF. He is continuously contributing not only to the pharmaceutical industry in his daily work, but also to HR profession and coaching practice through delivering professional courses, participating in conferences and coaching private clients. 


You receive 2 CCEUs for this Workshop.


DatumMittwoch, 06. Mai 2015
Zeit18h45 - 19h00 Empfang 
 19h00 - 19h15Information allgemein
Workshop19h15 - 20h30  

Thema: Coaching Business Marketing Mix 

Moderator: Alexander Khatuntsev, PCC

20h30 - 21h00Networking and Apéro




Kramgasse 73
3000 Bern



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