Marketing Strategy and Planning Brochure

Programme team

The Cranfield learning environment Whatever your executive development requirement, we will have a specialist who can help. We are a team of 50 learning professionals focused on partnering with organisations around the world to develop their leaders, managers and talented hi-potentials. Taking care of your every need We understand that development doesn’t only happen in the lecture room. That is why the Cranfield Management Development Centre provides inviting lounge areas where you can network with your colleagues, restaurants that allow conversation to flow easily as you enjoy the excellent cuisine, and fitness facilities, including a swimming pool, sauna and exercise room, to relax and invigorate you at the end of the day. A home from home After a hard day’s learning, lie back and relax in one of the 186 modern en-suite bedrooms, all of which are designed to make you feel at home. The amenities include free Wi-Fi, Freeview television, a great working area with appropriate light and desk space and a music centre to help you unwind. About Cranfield Executive Development

Professor Stan Maklan Programme Director and Professor of Marketing and Technology Stan began his professional career with Unilever Canada, subsequently moving with that firm to the UK and Sweden. He then spent ten years as a management consultant with global leaders in information technology: Computer Sciences Corporation (CSC) and Sapient. He established CSC UK’s customer relationship management practice

and then moved to a role within its European consulting and global management research unit (Research Services). In that role, he started to work with Cranfield’s Centre for Strategic Marketing and Sales and completed a PhD. His PhD research explored how firms change their marketing competencies when developing direct relationships with consumers online. Stan’s research focuses upon Big Data - Marketing Analytics, Customer Relationship Management (CRM), Customer Experience (CX), Marketing Measurement and Accountability and Marketing Leadership. Collaborations with talented partners take him into the areas of ethical consumption, making sense of big data and development of B2B solutions. He is particularly interested in advancing the practice of marketing; how should firms develop the necessary capabilities to respond to changing markets and technology? His research suggests that capabilities are developed best through reflective practitioners, often by middle managers, rather than imposed top down or bought in via suppliers and consultants.

Professor Malcolm McDonald MA (Oxon) MSc PhD DLitt FCIM FRSA Emeritus Professor

Malcolm is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools. Until 2003, he was Professor of Marketing and Deputy Director with special responsibility for e-business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada

Dry where, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval. Malcolm is Chairman of Brand Finance plc and five small companies, but also spends much of his time working with the operating boards of the world’s biggest multinational companies, such as IBM, Xerox, BP and the like, in most countries in the world, including Japan, USA, Europe, South America, ASEAN and Australasia. He has written forty three books, including the best seller Marketing Plans; how to prepare them; how to use them and many of his papers have been published.

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