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Professor Malcolm McDonald

MA (Oxon), MSc, PhD, DLitt, DSc

Masterclass Speaker

The author of international best-seller Marketing Plans: how to prepare them; how to use them (Wiley, 2016, 8th ed.), Malcolm spends much of his time working with the operating boards of the world’s largest multi-national companies, including IBM, Xerox and BP.

Having held positions as Marketing and Sales Director of drinks brand Canada Dry and Chairman of Brand Finance plc, Malcolm went on to join the academic community. His prodigious qualifications include a PhD from Cranfield University in the UK and a Doctorate from the Plekhanov University of Economics in Moscow, Russia. Malcolm is an Emeritus Professor at Cranfield University and a Visiting Professor at a further four UK Business Schools.

Malcolm has written almost 50 books and published hundreds of papers and is widely recognised as a world authority on marketing planning. Malcolm has been a masterclass speaker on the leadership development programmes delivered by QuoLux since 2011.

  • International best-selling author
  • Consultant to global international firms

My masterclass

I will share with you a framework that enables you and your company to realise the true potential of your market. During many years in industry, I have developed tried and tested tools and techniques that will help you to embed into your businesses the marketing skills and processes which deliver sustainable improvements in value.

Having talked and worked with growing firms in many sectors of service-led and manufacturing businesses, I understand that while the actual process of marketing planning is simple, the context of application in your own firm can make it seem complex.

We will explore the fundamental principles of marketing planning and how it has evolved in a digital world and I will challenge you to unlock the marketing potential of your business.

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