The Marketing Planning for Value Programme

A Comprehensive Marketing Programme to Improve Your Firm's Future Value

This comprehensive programme has been developed with our friends at The ThirdWave Group and covers everything you need to know about how to develop and implement a new market strategy for a post-Covid world.

Prepared and presented by Professor Malcolm McDonald, one of the world's greatest thinkers on marketing and author of over 50 books, this programme covers the key points of how to develop a great strategy, link it to a great strategic marketing plan, implement it successfully and ensure you have quantified your value proposition to avoid price wars with customers.

The programme contains eight courses which cover:

  • How to write a proper strategic marketing plan
  • How to implement your marketing plan successfully
  • How to do market segmentation
  • How to get started
  • How to do a marketing health check on your organisation
  • How to quantify your value propositions
  • How to avoid doing the wrong things efficiently
  • How to understand the cost of capital

All the courses have handouts and many have exercises that you can do to apply the knowledge.

This is a critical programme for those in middle and senior management across all the functions of the organisation.

Do not waste any more time fishing in the wrong ponds. Now is the time to think about how to take your firm to the new, more profitable waters of the future!


Your Instructor


Professor Malcolm McDonald
Professor Malcolm McDonald
Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc, until recently was Professor of Marketing and Deputy Director, Cranfield University School of Management, with special responsibility for e-business, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School.

Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He has written over 40 books, including the best seller ‘Marketing Plans: How to prepare them, how to use them’, and more than one hundred articles and papers.

Coming from a background in business which included a number of years as Marketing Director of Canada Dry, Malcolm has successfully maintained a close link between academic rigour and commercial application. He has consulted to many major companies from the UK, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability.

Malcolm is Chairman of Market2Win Ltd and Malcolm McDonald Consulting Ltd, and works with the operating boards of a number of the world’s leading multi-nationals.


Course Curriculum


  The Marketing Planning for Value Programme
Available in days
days after you enroll

Courses Included with Purchase



Quantified Value Propositions
How to quantify the real value you provide
Malcolm McDonald and Grant Oliver
$340
How to Write a Proper Strategic Marketing Plan
A masterclass from the world's foremost expert
Professor Malcolm McDonald
$310
Understanding Procurement: The Kraljic Portfolio Matrix
Understand one of the most important tools of Procurement
David Atkinson
$200
A Few Minutes of Malcolm (#02)
A Brilliant, Easy Way To Start Marketing Planning For Your Organization
Professor Malcolm McDonald
$15
A Few Minutes of Malcolm (#03)
The McDonald Organisational Health Check
Professor Malcolm McDonald
$15
A Few Minutes of Malcolm (#05)
Be Successful Through Marketing Strategy. Don't Do The Wrong Things Efficiently !
Professor Malcolm McDonald
$15
A Few Minutes of Malcolm (#06)
Why Marketers Must Understand The Cost Of Capital If They Are To Be Successful
Professor Malcolm McDonald
$15
A Few Minutes of Malcolm (#08)
A Quick Way To Segment Your Market Properly
Professor Malcolm McDonald
$15
Marketing Implementation
How To Make The Perilous Journey Successfully
Edmund Bradford
$15

Original Price: $940


Frequently Asked Questions


When does the course start and finish?
The course starts now and never ends! It is a completely self-paced online course - you decide when you start and when you finish.
How long do I have access to the course?
How does lifetime access sound? After enrolling, you have unlimited access to this course for as long as you like - across any and all devices you own.
What if I am unhappy with the course?
We would never want you to be unhappy! If you are unsatisfied with your purchase, contact us in the first 30 days and we will give you a full refund.

Get started now!