Driving growth through customer value and powerful brands – guest lecture by Professor Malcolm McDonald
Wednesday 22 November, 18:00 – 20:00, Stoddart 7140/7139
Professor Malcolm McDonald has spent much of his time working with the operating boards of global multinational companies, such as IBM, Xerox, and BP in countries across the world including Japan and the US. He has written 46 books, including the best seller “Marketing Plans; how to prepare them; how to use them”, which has sold over half a million copies worldwide and he is a prolific researcher with hundreds of his papers published. He has been listed in the UK’s Top Ten Business Consultants by the Times.
Malcolm was Professor of Marketing and Deputy Director of Cranfield University School of Management. He is an Emeritus Professor and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools.
This guest lecture includes a session by SBS academics and marketing experts Simon Kelly and Dr Paul Johnston co-authors of ‘Value-ology’. Join them as they discuss why customer value is important to drive growth, provide insights from their research and introduce new ideas for developing powerful value propositions that resonate with customers.
Malcolm’s keynote lecture will define what a brand is, what shareholder value added (SVA) is and what the contribution is of powerful brands. His lecture will be introduced by Professor Kevin Kerrigan, Pro Vice-Chancellor (Enterprise) and Dean of SBS.
We would like to invite you to join Malcolm, Paul and Simon for what will be a lively, inspiring and interactive lecture! Book your place here.