Strategic Marketing MSc Brochure

Postgraduate master’s course in Strategic Marketing MSc

Academic year 2023/24 entry

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.

Ranked 5th in the UK and 60th in the world in the Economist full-time MBA ranking 2021. . TOP 5 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 8th in the UK and 44th in the world in the Financial Times Masters in Finance Pre-experience ranking 2022. 5 Strategic rketing MSc 5th in the UK and 15th in the world by QS World University R nkings: Masters In Marketing 2022.

TOP 10

Management MSc Ranked 6th in the UK and 28th in the world by QS World University Rankings: Masters in Management Ranking 2022. Business School Teaching top 10 in the world in the Business School Teaching Power Rankings 2021 compiled for the Financial Times.

5 , 000 postgraduate students from 100+ countries

TOP 10 UK Business School

Ranked top 10 in the UK and 34th in Europe in the Financial Times European Business School Rankings 2021.

A professional network of 75,000 + alumni

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, Category Manager, Upfield UK, (Strategic Marketing MSc 2019)


Reasons to study Strategic Marketing with us



Highly-ranked course Our Strategic Marketing MSc is a top-ranked marketing MSc. It is ranked 5th in the UK and 15th in the world by QS World University Rankings: Masters in Marketing 2022. 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 We have excellent links with business and the marketing 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. Framework is embedded across the curriculum to enhance your employability. You will be encouraged to reflect on communication, relationships and personal attributes in order to develop the business and leadership skills necessary to succeed. As you progress, you have the opportunity to earn four digital badges to evidence these ‘soft skills’. Employability skills The Cranfield Competency








Course details

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 60% of the course content, with the MSc thesis research project making up the other 40%. This brochure shows the modules currently affiliated with this MSc, 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 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, which involves working with a business client on real life data, and have the opportunity to work on an MSc thesis research project. MSc Full-time

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, • Customer Behaviour, • B2B Sales and Key Account Management.

“This course enabled me to apply the marketing knowledge gained in class in real business settings. These included the Marketing Consultancy Project and the Unilever Innovation Accelerator Competition, in which I was a finalist. I also acquired professional qualifications including the Market Research Society Certificate and JMP (statistical software) learning badges. Finally, by completing the Cranfield Competency Framework I was able to reflect on my personal growth and use this reflection in job interviews. I now feel confident in my marketing skills and

knowledge to further excel in my career." Lauren Archer, Marketing and Insight Executive, Wismettac, (Strategic Marketing MSc 2020)


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. The student producing the best thesis is awarded the prestigious Professor Malcolm McDonald Prize. This diagram illustrates the structure of this full-time master’s course. Please visit the course page online for more detailed information.

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.

Taught programme

Individual thesis



70 credits, 700 hours

130 credits, 1,300 hours

200 credits 2,000 hours 1 credit = 10 learning hours

Registration September

Completion September

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, GSK, InterContinental Hotels Group, Jacobs, Nike and Sainsbury's.

Careers A degree from Cranfield will fast-track your career.

Our Strategic Marketing MSc is ranked 3rd in the UK and 7th in the world for employability in the QS World University Rankings: Master's in Marketing Rankings 2022. 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,

Organisations: • Amazon, • Christian Dior, • Facebook, • Henkel, • Microsoft, • O2, • PwC.

• Marketing Consultant, • Marketing Manager.


Academic staff

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.

Professor Stan Maklan, Emeritus 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. Professor Vasilis Theoharakis, Professor of Strategic Marketing Vasilis holds a BEng (Honours) from the State University of New York at Stony Brook, an MSc in Electrical Engineering and an MBA (with Distinction) from New York University, and a PhD in Marketing and Strategic Management from the University of Warwick. He has taught at the European School of Management and Technology (ESMT) in Berlin, City University, Cass Business School in London, University of Sheffield, University of California - Berkeley, ALBA, Aston University, University of Cyprus and Golden Gate University. Dr Marwa Tourky, Course Director, Strategic Marketing MSc Marwa is Associate Professor of Marketing and Brand Management. She serves on the editorial board of Journal of Marketing Communications. Her research is focused in areas such as corporate brand, identity and reputation, communications and corporate social responsibility. She works hand in hand with non-academic partners and a research advisor for the public sector, such as Devon and Cornwall Police. Her research has appeared in leading scientific journals such as the Journal of Business Research, European Journal of Marketing and Industrial Marketing. She is the co-author of Integrated Marketing Communications: A Global Brand Driven Approach.

“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, Product Packaging, On, (Strategic Marketing MSc 2018)


Key facts and statistics

Course information

Cohort profile*

Geographic spread 6% UK/EU 94% International

Full-time One year

Start date September

Typical cohort age 25 years


Cohort size 114 Cohort is divided into smaller classes (with maximum class size: 50 students)

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.

61% Female 39% Male

*These figures give an indication of the course make-up at registration across our Strategic Marketing programme for the entry 2021-2022.


Accreditations Our Strategic Marketing MSc is a Chartered Institute of Marketing (CIM) 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.


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.

There is more information on our website:

How to apply

Read more about our entry requirements and how to apply online.


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.




Milton Keynes




London •


Major train line


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Cranfield University works with over 1,500

businesses and governments based in over 40 countries

These organisations include:

For a full list of Cranfield School of Management courses, please visit our website

Cranfield School of Management, Cranfield MK43 0AL, UK


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Cranfield School of Management

Cranfield School of Management

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-January 2022.

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