Home Marketing Trends The Marketing of Professional Coaching: An Eleven Year Perspective

The Marketing of Professional Coaching: An Eleven Year Perspective

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Executive coach training institutions and programs now number over 400. Nearly 30 universities are offering coaching certificate or degree programs. Interestingly, many business schools have begun to offer executive coaching programs at the undergraduate and graduate level. Development of these academic programs at internationally recognized business schools has contributed to consumer confidence in our profession. Graduate degree executive programs are also sponsoring an important level of research into the effectiveness of coaching interventions. Another popular trend by top business schools is to provide executive coaches for their MBA students, thus creating a crop of future executives who are already experienced users of coaching services.


In 2003 our article put forth five recommendations for keeping our profession dynamic and relevant to our client needs:
1. Provide leadership
2. Create specific credentials for executive coaches
3. Demonstrate return on investment
4. Develop partnerships with mental health professionals
5. Internationalize executive coaching
We look at these recommendations from today’s perspective and update our recommendations.

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