The one constant in the turbulent marketing landscape has been the crucial role of brands in the creation of shareholder value. Everything an organisation does, from R & D through to after sales service, manifests itself in the value proposition made to customers and this is represented by the brand.This course provides a step-by-step process for managing brands in such a way that they create shareholder value. More importantly, it spells out a quantitative approach to the frequently misunderstood and poorly managed topic of brand equity.
The programme consists of five courses. These cover key issues like:
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
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.