Postgraduate master’s course in Strategic Marketing MSc
Academic year 2021/22 entry
Reasons to study Strategic Marketing with us
Cranfield School of Management Cranfield School of Management is a specialist postgraduate business school located in the heart of the UK. We are a world-leader in management education, research and consultancy, and our mission is to improve the practice of management. We have a global reputation for developing high-performing leaders in technology and management. Renowned for our strong links with industry, we provide practical management solutions through a range of activities including leadership, finance, marketing and supply chain.
Highly-ranked course Our Strategic Marketing MSc is ranked 5th in the UK and 16th in the world by QS World University Rankings: Master's In Marketing 2020 . It is also ranked 4th in the world for employability in the same rankings. Projects with industry A consultancy project with a major employer, and an individual thesis, give you the opportunity to tackle real-life marketing challenges, formulate recommended solutions and give a formal presentation to senior executives. Learning from the best academics The course is delivered by leading international faculty and authors of best-selling marketing texts and articles in highly-ranked journals. Industry accreditations This course is accredited by both the Market Research Society (MRS) and the Chartered Institute of Marketing (CIM). Both accreditations will enable you to work towards achieving additional industry-recognised qualifications.
Stimulating learning A diverse range of teaching methods and formats, such as real-world case studies, interactive lectures, group work, masterclasses and guest speakers, ensures that your learning is varied, challenging and thought-provoking. Networking opportunities profession, providing opportunities to network, collaborate and develop a rich base of valuable contacts. Industry relevance Our Practice Advisory Board informs the design and development of the course. Comprising leading figures from the world of marketing, it recommends additions and enhancements to the course to reinforce its relevance to the fast-moving modern marketing world. We have excellent links with business and the marketing
Ranked 16th in Europe in the Bloomberg Businessweek Europe Best B-Schools ranking 2019-20. TOP 20 MBA
We are one of an elite group of schools worldwide to hold accreditation from: AACSB International , AMBA and EQUIS. Triple accreditation
TOP 10 Finance and Management MSc Ranked 2nd in the UK and 6th in the world in The Times Higher Education/Wall Street Journal Business School Master’s in Finance 2019 ranking Strategic rketing MSc Ranked 5th in the UK and 1 th in the world in t QS World University Rankings: Masters in Marketing Rankings 2020
Management MSc Ranked 3rd in the UK and 30th in the world in The Economist Which MBA? Master’s in Management (MiM) 2019 ranking.
5,000 postgraduate students from 100+ countries
TOP 10 UK Business School
A professional network of 67,000 + alumni
Ranked 7th in the UK and 44th in Europe in the Financial Times European Business Schools 2019 ranking.
As we are postgraduate only, we are not listed in league tables that help compare undergraduate universities, such as The Times World Rankings and The Complete University Guide .
“Culture and diversity is what I found most enjoyable and inspiring whilst studying the Strategic Marketing MSc. The amazing blend of nationalities led to social relationships, which made working together much more fun and enjoyable. Studying in one of the UK’s top universities has opened up a lot of opportunities for me. International companies and recruiters reached out to me with job offers while I was still working on my thesis project." Karl-Khalil Sarraf, Trade Marketing Specialist, Ferrero, (Strategic Marketing MSc 2019)
Our Strategic Marketing MSc will equip you with the specialised skills and knowledge to become a marketing leader of the future. It is designed for both recent graduates keen to boost their academic credentials and prepare for a first professional marketing role, and marketing professionals seeking to enhance their knowledge and skills to progress their careers. You will gain an in-depth understanding of marketing including marketing strategy, digital and social media marketing, branding, integrated marketing communications, marketing consulting, customer relationship management (CRM), key account management, market research, retailing and omnichannel management and big data marketing analytics.
Modules form 65% of the course content, with the MSc thesis research project making up the other 35%. This brochure shows the modules offered in the 2020-2021 academic year, to give you an idea of course content. To keep our courses relevant and up-to-date, modules are subject to change so please check the latest information on our website. Strategic Marketing www.cranfield.ac.uk/som/mscsm Our Strategic Marketing MSc is designed with international employers and combines high-calibre interactive teaching with practical, pragmatic application. Our teaching methods are specifically geared towards encouraging participation, self-development and teamwork. The taught element of the course covers four key marketing themes which provide a strong and comprehensive foundation of knowledge and expertise in strategic marketing. These themes are: managing customers, building and managing brands, marketing strategy and implementation, and research, insight and analytics. Practical skills are developed through topical case studies, in-class debates, masterclasses and guest lectures by world-renowned industry partners. In addition you will complete a marketing consultancy project and have the opportunity to work on an MSc thesis research project. MSc
Modules • Managing Brands, • Integrated Marketing Communications, • Big Data, Insight and Analytics, • Retailing and Omnichannel Management, • Customer Relationship Management and Customer Experience, • Strategic Marketing and Planning,
• Marketing Consultancy Project, • Digital Marketing and Social Media Marketing, • Accounting and Finance for Strategic Marketing, • Sales Management, • Business-to-Business Customer and Key Account Management.
“Throughout the course we took part in a number of activities that allowed us to apply the knowledge that we gained in class. The main activity being the marketing consultancy project, which required us to create a marketing plan for a client. We had the opportunity to apply various concepts including marketing strategy, branding, customer relationship management, communications and digital marketing.” Shivangi Mody, Brand Management Executive, Bisleri International Private Limited, (Strategic Marketing MSc 2018)
Course structure The course has been developed to produce practical, proactive strategic marketeers, and our teaching methods are specifically geared towards encouraging participation, self-development and teamwork. As well as studying eleven compulsory modules, you will complete a marketing consultancy project as part of a team. You will also have the opportunity to undertake a research project, which can be either company-sponsored, or an empirical project in an area of marketing you are passionate about. This diagram illustrates the course structure of our full-time master’s courses. Please check your course structure online for more detailed information.
Industry links The marketing consultancy project simulates a real-life consultancy assignment. You will work in teams in a time-constrained environment, competing against your class colleagues to make the strongest marketing strategy presentation to senior executives from partner firms. You will attend a briefing meeting to define the project, research the situation and consider the options. You will then formulate your recommendations and present them to company leaders at the final client presentation. On completion you will receive feedback from your supervisor and an industry expert. Companies that students have worked with in the past have included Acer, Cobra Beer, Fitflop, Google, InterContinental Hotels Group, Nike and Sainsbury's.
An opportunity to think and work in an original way under professional academic supervision. The thesis might include working as a consultant for one of our industrial partners on a real-world challenge.
An intensive learning experience, providing the knowledge you need to excel in your chosen specialist eld.
Careers A degree from Cranfield will fast-track your career.
Our Strategic Marketing MSc is ranked 4th in the world for employability in the QS World University Rankings: Master's in Marketing Rankings 2020 . Typically, our graduates go on to work in the following types of roles and organisations: Roles: • Brand Manager, • Customer Experience Manager, • Digital Marketing Manager, • Insight and Analytics Specialist, • Insight Manager,
Our faculty are renowned in their field, with broad industry experience. They work with operating boards of numerous global businesses, ensuring that their lectures are contemporary and stimulating. They are supported by a team of visiting speakers and professors from around the world.
Cohort profile *
Geographic spread 21% UK/EU 79% Rest of world
Full-time One year
Professor Stan Maklan, Professor of Marketing and Technology Stan is an experienced academic, marketeer and management consultant with senior, international line management experience in blue chip consumer and business marketing companies. He directs the Marketing Leaders Programme, is on the Editorial Advisory Board of the International Journal of Market Research and is a member of the Academic Liaison Committee at the Chief Marketing Officers Council. Stan's research focuses on big data – marketing analytics, customer relationship management, customer experience, marketing measurement and accountability and marketing leadership. Dr Tamira King, Senior Lecturer, Strategic Marketing and Sales Tamira began her career at The University of the Arts in London in the Retailing School, and then Brunel University Business School, where she was a marketing lecturer and the winner of the Vice-Chancellor's Award for Teaching Excellence for innovative research-led teaching. Tamira's research aims to improve the management of retail returns and customer service and build our understanding of consumer behaviour. Her publications are in consumer behaviour and she specialises in 'deshopping', a form of fraudulent returns behaviour. She has published a blog for the Harvard Business Review on the topic, and been interviewed for Tonight with Trevor McDonald and LBC. Both large and small retailers and retail representatives have been involved in her research. Dr Ahmed Shaalan, Course Director, Strategic Marketing MSc Ahmed is best known for his work on relationship marketing, social networks, including Chinese guanxi, corporate identity and branding. He has extensive experience of teaching marketing both in the UK and internationally. He is particularly interested in understanding how SMEs use relationship marketing to attract and retain new customers, and in the links between western and eastern types of business relationships and social networks. Ahmed’s research has been published in a range of highly-ranked journals such as the Journal of Business Research , and Qualitative Market Research .
Start date September
Typical cohort age 24 years
Cohort size Approximately 100 (two classes of fifty in each)
Fees Please see the individual course pages on our website for full fee information and full-time or part-time options. Terms and conditions apply.
66% Female 34% Male
*These figures give an indication of the course make-up at registration across our Strategic Marketing programme for the entry 2019-2020.
Accreditations Our Strategic Marketing MSc is a Chartered Institute of Marketing (CIM) Graduate Gateway accredited degree, enabling you to achieve CIM's professional marketing qualifications and awards alongside your Cranfield degree. It is also one of only a few master's degrees in the UK that is accredited by the Market Research Society (MRS), which means you also have the opportunity to work towards achieving the MRS Certificate in Market and Social Research.
“In my role at Nike, I am responsible for product merchandising in the European market, which involves placing relevant products to consumers in specific cities. The big data analytics module on the Strategic Marketing MSc has helped me greatly because it taught me how to read sales data to make better data-driven decisions." Angela Stimamiglio, Buying Co-ordinator, Nike, (Strategic Marketing MSc 2018)
Financing your studies If you need advice on funding your course, we can provide information and a range of online tools to help you put together the funding package you need for your course and living costs.
Life at Cranfield
A welcoming, professional campus community. Located just over an hour from London in the English countryside, Cranfield’s campus environment supports close, working relationships between our multinational postgraduate students and academic and industry experts.
There is more information on our website: www.cranfield.ac.uk/som/mscfunding
How to apply
Read more about our entry requirements and how to apply online. www.cranfield.ac.uk/som/apply
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Every effort is made to ensure that the information in this brochure is correct at the time it is printed. Please check our website for the latest information. SOM-SM-September 2020.