Events Details

Our/ Sponsors

Prof. Dr. Malcolm McDonald

Objectives

This Master class is very much about providing delegates with a real world tool kit to grow sales and profits.

TO UNDERSTAND..

The purpose of strategic marketing and its role in corporate strategy

The limitations of traditional accounting methods (e.g. P&L and Balance Sheets)

How to prepare quantified value propositions

How to understand customer needs better

How to prioritise marketing objectives and strategies

The importance of shareholder value

Where risk fits in

The linkage between marketing, operations and finance in delivering shareholder value

TO PROVIDE..

A simple but powerful model to put theory into practice

A matrix to identify long-term value creation action

A call to action

TO SHOW HOW TO..

Develop a winning market strategy

Answer ten crucial questions senior executives are asking about marketing effectiveness

Prove whether marketing strategies are creating or destroying shareholder value