The Brand Marketing Programme

The Role of Brands in Creating Value - Essential Courses

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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:

  • The real meaning of value
  • What brands are and their role in corporate strategy
  • The complex relationship between brands and consumers
  • The bedrock of successful brand management
  • How brands create value for customers
  • How to quantify the shareholder value that brands create
  • How to undertake an marketing health check on your organisation
  • How to focus on where value is created
  • How not to do the wrong things efficiently
  • How to understand the cost of capital
This programme will be of immense value for those in Brand Management who wish to further hone their ability and those in Sales who wish to move into Brand Management.
After completing the programme, you will be able to make a major contribution to the management of the organisation's most important asset: its brand.


Your Instructor


Prof. Malcolm McDonald - Best Seller Author
Prof. Malcolm McDonald - Best Seller Author

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.


Course Curriculum


  Brand Marketing: The Role of Brands in Creating Value
Available in days
days after you enroll

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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