Centre for Strategic Marketing and Sales

Centre for Strategic Marketing and Sales Transforming marketing and sales practices

www.cranfield.ac.uk/som/csms

Cranfield School of Management

We are globally recognised for our excellence in leadership development and for our powerful industry collaborations and real-world focus. Key activities • Leading-edge collaborative research • Postgraduate degree programmes (MBA, MSc, DBA, PhD) • Executive development for middle and senior managers • Customised company programmes

Cranfield School of Management was one of the first business schools in Europe. As part of Cranfield University, the UK’s only wholly postgraduate university, we are uniquely placed to connect technology and leadership. Our contribution to global innovation is world-leading, changing the way society thinks, works and learns. We are proud of our collaboration with industry. Our industry partners are part of our history and vital for our future. Management has been part of Cranfield University since the fifties. The University was founded on an old RAF site as the first postgraduate college of aeronautics. The School of Management grew out of industrial need for management training and was formally established in 1967 (although the Cranfield MBA dates back to 1964). The airfield the University grew up around is still in use.

Centre for Strategic Marketing and Sales

Our Centre offers a number of programmes and short courses tailored to specific company needs, as well as research and project support opportunities in the areas of strategic marketing, sales and key account management, customer experience management and managing the opportunities created by the availability of ‘big data’ and new marketing analytics capabilities. In summary, our Centre offers the following taught programmes, research opportunities and consultancy services: • MSc in Strategic Marketing • Masters theses projects (company- supported research) • Open executive programmes • Customised executive programmes • Masterships • Research Clubs: Customer Management Forum and Key Account Management Best Practice • Knowledge transfer partnerships • Contract research projects tailored to your organisation’s needs.

The Centre for Strategic Marketing and Sales is based in the School of Management. Our key research and thought leadership activities are focused around improving marketing and sales practices and creating roadmaps for transforming businesses into customer-centric high sales- performing organisations. For over thirty years, the work of our sales and marketing faculty has been renowned throughout the world for its pragmatic, state-of-the-art approach. Faculty have been pioneers in the fields of relationship marketing, key account management and customer experience management. Our focus on knowledge into action combines latest thinking and practical tools and solutions, with a customer-centric, collaborative approach to programme design and delivery, whether related to executive development or contract research. Our faculty members work with some of the world’s leading multinationals through their private consultancy, joining boards as non-executive directors, and in partnership on executive education programmes, keeping abreast of the challenges faced by industry today and how leading-edge companies are overcoming them. Findings from our research activities appear in reports such as Harvard Business Review to the world’s bestselling books.

MSc in Strategic Marketing

Practice Advisory Board The leadership of the course is informed by our Practice Advisory Board, a panel of high-profile marketing professionals. This Board informs the design and development of the programme, and may recommend additions and amendments to ensure its relevance to the needs of the market is maintained. Marketing consultancy project The marketing consultancy project simulates a real- life consultancy assignment. Students work in teams in a time-constrained environment, competing against their peers to make the strongest marketing strategy presentation to senior executives from partner firms. The teams attend a briefing meeting to define the project, research the situation and consider their approach. They then formulate their recommendations and present them to company leaders at a final client presentation. On completion students receive feedback from industry experts and module leaders. Companies that our students have worked with in the past have included: Google, Nike, Coba Beer, Acer, Sainsbury’s and InterContinental Hotels Group. Masters thesis projects (company supported projects) The culmination of the learning process is the opportunity for students to undertake a research project, which can be company-sponsored, a systematic literature review, or an empirical project in their chosen area of interest (usually involving direct research with either marketing professionals/ managers or with customers).

Our full-time specialist master’s course has a proven track record in developing students to become marketing leaders of the future. Designed in collaboration with employers, it combines teaching excellence with real world practical application, giving our students a unique competitive edge. With a diverse mix of students and world-leading academics, Cranfield has a rich and stimulating learning environment. Our faculty are supported by a team of visiting industry speakers and professors who also bring the latest thinking and best practice into the classroom. Students study a number of core modules, complete a marketing consultancy project, working on real a business problem faced by a client company, and have the opportunity to undertake a research project. Students become part of an extensive global alumni and friends network which provides opportunities to develop valuable connections around the world and in multiple business sectors. Our graduates secure senior roles with some of the world’s leading organisations – with 95% employed within three months of graduation*. Our dedicated Careers Development Service works with companies to host recruitment events and evening presentations throughout the year.

* based on those students for whom we hold data, across all School of Management full-time master’s courses (2015/16 cohort).

Open Executive Programmes All of these open programmes can be customised to meet your organisation’s specific development needs, to address any issues and challenges that your teams are encountering. By considering the customised option we can run the programme at a time that suits you and tailor the language of delivery as appropriate for your organisation. For further information please contact Noreen Munnelly.

Customer Experience Strategy (2 days) Runs every March and October Programme overview This programme provides the knowledge and skills to develop and implement a coherent customer experience strategy. You will discover tools and processes which will help you bring your organisation closer to your customers, including unpacking the dimensions of customer value and mapping the customer journey. You will learn how to plan and implement customer experience insight, channel management and delivery strategies, and be able to discuss strategies for gaining senior management and key stakeholder buy-in. You will leave the programme Programme overview Our flagship programme is now 30 years old. It seeks to help you create an agenda for growth and strategic marketing within your organisation. Day one: Operating at Board level – strategic rather than operational marketing. Day two: Growth through breakthrough innovation and co-creation with customers. Day three: Power, Politics and Influence – building Marketing Directors Programme (3 days) Runs every May and November

coalitions to champion customer-led change in your organisation.

Who should attend? The programme attracts senior marketers and non- marketing executives with general management responsibility and/or with responsibility for marketing. Typically this includes general managers, Sales and Marketing Directors and middle managers about to lead a marketing group.

with the skills and confidence to guide your organisation to a more customer-centric future.

Who should attend? Senior managers and directors in marketing, sales, service operations, CRM and technology, as well as consultants, from B2B, B2C or not-for-profit organisations. Teams from the different functions within the same organisation are encouraged to attend in order to create a cohesive strategy and encourage company-wide support.

Open Executive Programmes

Key Account Management Best Practice (3 days) Runs every February, June and October

Programme overview At Cranfield, we have taken the lead worldwide in key account management (KAM) research, so this programme benefits from the latest thinking in KAM. Delegates have access to a wide expertise in KAM and on completion are invited to be a guest at Cranfield’s KAM Best Practice Club. During the programme there are also great opportunities for networking and exchanging best practice with other delegates from a wide variety of different organisations. This programme will develop your practical skills in planning, analysing and implementing closer relationships with your strategic accounts. On

completion you will have developed a strategic key account plan for one of your customers, using the unique best practice Cranfield KAM Value Planning template. Who should attend? Practising key account managers seeking to ensure they manage their key relationships appropriately and profitably. Senior sales people and major account managers who are aiming to develop their planning and customer management skills. Procurement managers who would like a different perspective on supplier relationship management and collaborative business-to-business relationships.

Marketing Strategy and Planning (3 days) Runs every March and September

Programme overview This programme provides tools and techniques for defining marketing strategies that deliver sales and profit growth. You will learn how to develop marketing plans that focus on sources of differentiation other than price, such as your customers, in order to protect margins and increase revenue. On completion you will have a step-by-step process for developing marketing strategies that really work and that achieve the organisation’s goals. You will be able to organise the planning process effectively and get buy-in from internal and external stakeholders.

Who should attend? Directors and senior managers from all functions who need to participate fully in the development of more effective approaches to increasing sales and profits. Marketing directors, managers and executives who need to drive marketing plan development and execution and make full use of their marketing resources. Teams are welcome to attend and work on a plan for their own company.

Sales Directors Programme (4 + 1 days) Runs every October/November and April/June

Programme overview The focus of this programme is on strategic selling that will help companies to develop sustained competitive advantage and achieve long-term performance. It will equip you with the skills and tools you need to successfully manage your company’s business, engage customers and lead your sales team. It is organised around four key themes: strategy, structure, measurement and people development. On completion you should be able to make a sound assessment of your company’s sales strategy, identify potential areas for improvement and propose an

intervention plan that will support sustained growth and sales performance.

Who should attend? Senior executives involved in strategic selling and customer management, with high-level business responsibilities, and mid-career sales executives who expect to move into higher-level positions in the future. Executives involved in general management, human resource management and procurement will also benefit from this programme.

Negotiation & Influencing Skills for Managers Programme (4 days) Runs every March

Programme overview This programme will develop your negotiation and influence skills through an integrative strategy approach. It focuses on exploring and developing the co-creation of value during the negotiation process. This will increase your confidence in building networks to align activities, ideas and customer relationships. You will learn about the latest research and practical techniques of the overall negotiation process and heighten your intra and extra-organisational person capability.

On completion you will be able to recognise barriers to achieving goals and potential conflicting situations and understand the methods required to manage these through the process of negotiation. Who should attend? Senior sales directors, managers and executives, supply chain and logistics professionals, purchasing or procurement management, business development and key account managers, middle to senior decision makers and commercial sales.

Customised Executive Programmes

Cranfield School of Management has been ranked consistently first or second in the UK and Top 10 in Europe in the Financial Times Executive Education – Customised rankings over the last 4 years, and is a leading provider of award winning programmes for executive education using our unique approach to design and delivery.

Our Centre can provide companies with tailor-made solutions to meet their specific requirements. As the figure below depicts, we follow a ‘customer journey’ approach to add value to our clients in several stages.

Current and previous clients over the last five years include: BMT, EMCOR, Midland HR and Hogg Robinson.

Levels of engagement Our programmes are designed to meet the needs of individual functions or cross-functional teams, with desired outcomes and learning objectives linking into the objectives of your company. Previous programmes have been delivered from Board level to frontline sales.

Strategic planning; suggest interventions

Consult

Current status of the company and needs assessment

Workshops; face-to-face and online learning

Develop

Diagnose

KAM Club membership

On the job coaching and mentoring; virtual support

Centre for Strategic Marketing and Sales

Connect

Coach

and other resources

Study

Benchmarking reasearch; customer insights

Our approach Our programmes are designed around your specific needs. Our starting point is to understand the impact you are seeking to achieve. What is happening in your organisation? How will this learning programme contribute to the achievement of your strategy? What do your people need to be able to do differently?

We partner you with an Executive Development Director (EDD) from our strategic marketing and sales team.

The EDD works closely with you, from discovery and design, through delivery to evaluation, on learning programmes that are uniquely created to meet your objectives. The EDD ensures that together we meet the impact expectations of a complex group of your stakeholders, including senior sponsors, line managers and participants. Masterships At Cranfield, we’re passionate about providing education tailored for industry. As one of the first universities in the UK to offer degree apprenticeships at master’s level, we understand what is required to develop industry- led apprenticeship standards, and have the expertise to deliver that training.

With our distinctive focus on technology and management we’re uniquely positioned to provide training that goes beyond the technical to create and develop leaders for the future.

If you’re interested in finding out more about our Masterships™ portfolio, or would like to talk to us about the development of a new apprenticeship standard in strategic marketing and sales, please contact Noreen Munnelly.

Research Clubs Key Account Management Best Practice Club

The club comprises a network of executives from companies who are interested in implementing and/or improving key account management (KAM). We provide members with the opportunity to access and influence research into key account management best practice and to network with best-in-class organisations and leading academics and practitioners in the field.

Key membership benefits: • Access to experts in the discipline of KAM • Free attendance at quarterly full day events with guest speakers and group discussions • Free access to KAM Club research reports and executive briefings • Free access to all past presentations and Club documents

• Optional participation in research projects, with access to a summary of the key findings on completion • 25% off tuition fees across our portfolio of specialist open executive programmes • 10% off all executive Masters programmes and Executive DBA.

Members include:

Membership fees apply

Customer Management Forum

Our Forum comprises of a group of executives from a range of organisations across various sectors focused on excellence in customer management across marketing, sales and customer service.

Members access best practice through participating in four workshops a year. Each workshop is themed around an issue selected by members. Members and guest experts share knowledge via case studies, presentations, syndicate discussions and Forum white papers.

Member benefits: • Learn from the experience of others • Network with thought-leaders • Gain insights from other industries • Trigger ideas about your own approach to customer management • Provide input to the definition of research objectives and priorities for the Forum • Exclusive early access to Forum research reports

• Access to database of past Forum presentations and reports • 25% off tuition fees across our portfolio of specialist open executive programmes • 10% off all Masters Programmes and the Executive DBA • Attendance at Forum events can now count towards your Chartered Institute of Marketing professional development hours.

Membership fees apply

Knowledge Transfer Partnerships – Government Funded

Cranfield is experienced in helping businesses to maximise the opportunity of Knowledge Transfer Partnerships (KTP). This is a UK-government funded programme enabling businesses to improve their competitiveness, productivity and performance through innovation. KTPs fund access to knowledge, technology and skills in UK academic institutions. When you partner with us you can access skills and expertise to help transform your business into a leading centre of excellence in the strategic marketing and sales field. In practice, we help you to develop a project plan to address a specific business challenge, help to appoint a recently qualified person (known as an associate) to work on each project, and provide academic supervision and support. KTPs enable new marketing capabilities to be embedded into your business for between one to three years. The programme is described in more detail at: www.gov.uk/guidance/knowledge-transfer-partnerships-what-they-are-and-how-to-apply

Companies we have partnered with on KTPs include: Addleshaw Goddard, business law firm, and MESH, the innovative research agency.

KTP Case Study: MESH

Overview When innovative research agency MESH and Cranfield School of Management jointly applied for a KTP in 2010, it was the start of a true partnership which continues to this day. The partnership saw the small UK-based agency grow ten-fold in three years, winning an impressive list of new clients along the way, including Sky, the UK’s largest advertiser. This growth enabled its expansion into the US and Latin America, where clients today include LG Electronics and Delta Airlines. The initial two-year KTP was followed by a second KTP (now completed) to integrate data sources. Today the MESH-Cranfield partnership continues with a full-time Cranfield doctoral study. MESH was a small UK-based research agency with a great new method that had been developed by CEO, Fiona Blades. This new method was an innovative new insight gathering approach using mobile phones. MESH knew that what they offered was unique but did not have the analytical know-how to capitalise on it. They also needed help convincing clients to switch from their traditional research providers to a completely new way of gathering insight. The Cranfield team set about addressing this need, firstly through piloting the analytics, and then recruiting a recently graduated statistician to join the project. The analytics the Associate developed quickly provided the case studies needed to convince larger clients to sign up with MESH, and in the process created a whole new market for experience tracking research. Buoyed by this success, Fiona set up a US office in 2012 and she continues to travel between New York and London as the MESH business grows. The team at Cranfield As well as creating a new market and establishing the company as a leader in experience tracking, the KTP generated impact for the marketing academics, Cranfield’s Professor Hugh Wilson and Professor Emma Macdonald. This includes a cover article in the influential Harvard Business Review and more recently a publication in the highly rated academic Journal of Retailing . The academic team have taken these learnings into the classroom, with content delivered across multiple Masters and doctoral-level programmes, as well as in executive training here in the UK and abroad.

Contract Research We undertake contract research on behalf of clients. This is not market research; rather it leverages the Centre’s unique capabilities of applying theory to practice to investigate substantive issues of interest to clients. Examples include:

• Case based research of the impact of Big Data upon the marketing function and its practices, for a global marketing services firm to create and validate a framework for managing digital transformation.

• The City of London Police and British Transport Police and its market research sub-contractor, i to i research, wanted to evaluate the effectiveness of their Project Servator deployments and associated social marketing campaigns. We were brought in to evaluate the research programme and undertake the statistical analysis necessary to isolate what elements of the communications had the most impact. The analysis work led to follow on work with the Department for Transport in evaluating the effectiveness of an aviation security communications campaign in an airport setting.

Location Cranfield School of Management is located just outside the village of Cranfield between Bedford and Milton Keynes. Several airports are easily accessible, and there are convenient transport links by rail and road.

Birmingham

Bedford

Cranfield

Milton Keynes

Birmingham

Bedford

Cambridge

Cranfield

Milton Keynes Bicester Oxford

Stansted

Luton

London

Trains: 35 minutes from London (Euston) to Milton Keynes 55 minutes from Birmingham to Milton Keynes

Heathrow

London

Brighton

Contacts

Full-time MSc in Strategic Marketing Dr Radu Dimitriu, Course Director Tel: +44 (01234) 75011 ext 2198 E: radu.dimitriu@cranfield.ac.uk cranfield.ac.uk/som/mscsm

Open executive programmes Adila Samavati T: +44 (0)1234 754415 E: Adila.Samavati@cranfield.ac.uk cranfield.ac.uk/som/open-executive-programmes

Customised company short programmes and contract research Noreen Munnelly, Business Development Executive Tel: + 44 (0)1234 754984 E: n.munnelly@cranfield.ac.uk cranfield.ac.uk/som/research-centres

Customer Management Forum Professor Hugh Wilson and Professor Emma Macdonald Tel: + 44 (0)1234 751122 ext 2230 E: s.gregory@cranfield.ac.uk cranfield.ac.uk/som/cmf

MSc thesis projects (for company based research) Dr Benedetta Crisafulli, Deputy Course Director

Knowledge Transfer Partnerships (KTPs) Noreen Munnelly, Business Development Executive Tel: + 44 (0)1234 754984 E: n.munnelly@cranfield.ac.uk cranfield.ac.uk/som/csms/knowledge-transfer- partnerships

Tel: +44 (01234) 75011 ext 2571 E: B.Crisafulli@cranfield.ac.uk cranfield.ac.uk/som/masters

Key Account Management Best Practice Research Club Dr. Rodrigo Guesalaga, Senior Lecturer in Key Account Management Tel: + 44 (0)1234 75011 ext 8089 E: rodrigo.guesalaga@cranfield.ac.uk cranfield.ac.uk/som/kam

Cranfield School of Management Cranfield Bedfordshire MK43 0AL England

T: +44 (0)1234 754984 E: n.munnelly@cranfield.ac.uk