Cranfield School of Management

Marketing, Sales and Client Relationships
Marketing Directors' Programme

(formerly Strategic Marketing for Directors and Senior Managers)

Cranfield’s flagship senior marketing programme celebrates its 25th year in 2012 and never has it been more relevant. The current economy demonstrates the limits of financial engineering as business strategy. European businesses must rediscover how to build new markets with innovative offers. This programme provides senior managers with the insight and practical guidance needed for such strategic marketing. By the end of the programme, you can identify opportunities and integrate market / customer strategies with the overall direction of your organisation.

What is the programme about?

This programme is about managing key marketing resources, capabilities and processes that support effective marketing strategies. Its content includes:

• Managing key marketing processes
• Designing and implementing marketing plans
• Using new tools to improve customer management and customer retention
• How to compete through developing capabilities
• Hands-on approaches to formulating competitive strategy
• How to create and sustain customer value through service and branding.

What will I get out of the programme?

You will improve your ability to:

• Devise and implement marketing strategy 
• Integrate strategic marketing into the business 
• Develop strategic marketing plans 
• Deliver superior value propositions 
• Rethink your customer relationship and experience strategies 
• Promote long-term competitive thinking.

 Your organisation will gain: 

• An improved understanding of the latest strategic marketing thinking 
• Integration between the marketing and corporate strategy 
• Improved strategic marketing plans for their organisation 
• An increased ability to understand and manage the human resource issues to deliver their results.

Who is the programme for?

This programme attracts very senior marketers and non marketing executives with general management responsibility: typically Marketing Directors, Chief Marketing Officers, and Marketing Managers responsible for marketing strategy. Middle managers about to lead a marketing group are also encouraged to attend.

To support implementation of the programme concepts and thinking in the workplace, several members of the same organisation are encouraged to take part. It is common for up to four individuals from the same organisation to attend.

Directors
Stan Maklan

Key Contributors 
Malcolm McDonald
Hugh Wilson