Marketing Directors Programme

Cranfield School of Management

Marketing Directors' Programme: Leading Profitable Growth in your Organisation

There has been a worrying trend for Marketing to become increasingly tactical and less involved in strategic decision making. Few companies now have Marketing Directors at main Board level, where strategy is determined. But, at Cranfield, we believe that Marketing has a critical strategic role and, done properly, can contribute enormously to organisational performance.

This course is for Marketing directors and leaders who share our values about putting Marketing back onto the strategic agenda.

Cranfield’s flagship Marketing programme celebrates its 27th anniversary and never has it been more relevant. Business must rediscover how to build new markets with innovative offers. The Marketing Directors’ Programme provides insight and practical guidance needed for such strategic directions. By the end of the programme, you will become a more effective Marketing Leader with the credibility and confidence to drive new growth opportunities, bolster innovation and lead customer-led change in your organisation

Read the results of the 2016 Cranfield Marketing Directors Survey

Tuition, course materials, full board accommodation and lifelong access to Alumni Membership benefits are included in the price of this course.


Over the course of the three days, you will cover:

  • Operating at Board level: Developing a strategic focus and plan, being accountable and not just measurable
  • Leading exceptional customer-facing organisations: Co-creating value with customers and having the power and influence to lead change on behalf of them
  • Breakthrough innovation in marketing: Understanding unmet customer needs better and developing a strategic marketing organisation to exploit them.


Your organisation will gain:
  • An improved understanding of the latest strategic marketing thinking
  • A marketing function ready to lead growth strategies
  • Integration between the marketing and corporate strategy
  • Improved strategic planning.


This programme attracts 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.


Stan Maklan

Key Contributors
Malcolm McDonald
Hugh Wilson
Keith Goffin
Kim Turnbull-James


Brochure Request


3 days, residential


Click on the dates below to apply

Fees include tuition, course materials, accommodation (where applicable) and lifelong access to Alumni Membership Benefits (on courses of 2 days or more duration).

For further information contact:-

Adila Samavati
+44(0)1234 754415

Download application form
Apply online

What Participants think...

"Very beneficial in understanding the importance and process for long-term strategic thinking. I feel well equipped, not only to prepare a plan, but also sell the concept of strategic marketing internally."

Simon Lee,Pathtrace PLC

"I have gained a better understanding of current strategic marketing knowledge/thinking. The Strategic Marketing for Directors and Senior Managers course was excellent and absolutely inspiring. I ask myself why I didn`t take the course years ago. I can`t wait to get back to work to put some of what I learnt into practice. "

Ruth Staunton,BMJ Publishing Group Ltd 

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