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Marketing Accountability

a MUST for all marketing executives who want to be accepted in the boardroom

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Following the devastating Deloitte report of 2008, when marketing as a discipline was condemned by CEOs and CFOs as being totally unaccountable and following a Cranfield research report that discovered that senior non marketers consider marketing executives to be " unaccountable, expensive and slippery ", this video is Following the devastating Deloitte report of 2008, when marketing as a discipline was condemned by CEOs and CFOs as being totally unaccountable and following a Cranfield research report that discovered that senior non marketers consider marketing executives to be " unaccountable, expensive and slippery ", this video is a MUST for all marketing executives who want to be accepted in the boardroom. Unless we start to understand the financial language of the boardroom and how commercial success is measured in the real world, marketing will remain the Cinderella of all disciplines. This video demystifies this complex topic.


Your Instructor


Malcom McDonald
Malcom McDonald

Professor Malcolm McDonald MA (Oxon) MSc PhD D.Litt FCIM FRSA, until recently was Professor of Marketing and Deputy Director, Cranfield University School of Management, with special responsibility for e-business, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School and Academic Advisor at Oxford College of Marketing. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He has written over 40 books, including the best seller 'Marketing Plans: How to prepare them, how to use them' which has sold more than half a million copies, and more than one hundred articles and papers

Commercial credentials

Coming from a background in business which included a number of years as Marketing Director of Canada Dry, Malcolm has successfully maintained a close link between academic rigour and commercial application. He has consulted to many major companies from the UK, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is currently chairman of six companies and works with the operating boards of a number of the world's leading multi-nationals on all continents.


Frequently Asked Questions


When does the course start and finish?
The course starts now and never ends! It is a completely self-paced online course - you decide when you start and when you finish.
How long do I have access to the course?
How does lifetime access sound? After enrolling, you have unlimited access to this course for as long as you like - across any and all devices you own.
What if I am unhappy with the course?
We would never want you to be unhappy! If you are unsatisfied with your purchase, contact us in the first 30 days and we will give you a full refund.

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