MSc in Strategic Marketing
Course structure and content 2016-2017
The Cranfield MSc in Strategic Marketing is a one-year programme starting in September each year.
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Term 1: 26 September 2016 to 16 December 2016
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Term 2: 9 January 2017 to 24 March 2017
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Term 3: 10 April 2017 to 23 June 2017
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Term 4: 26 June 2017 to 8 September 2017
Term one – Strategic Marketing
Marketing Strategy and Planning
In this module you will learn how to prepare and structure a comprehensive marketing plan based on a current
case study. This is a very practical module and in each session you will be introduced to important aspects of
marketing theory which can be applied in practice. You will evaluate plans prepared by others, learn how to
recognise the barriers to successful planning and will be required to carry out research during and between
classes.
Managing Brands and Customers
During this module you will explore best practice at both a product and corporate level and become familiar
with all the tools of successful brand management, enabling you to evaluate the impact and importance of
brand-based assets in the marketplace. Theory is exemplified through vivid examples and practical case studies
and the case is made that effective brand management starts with a good understanding of consumer
behaviour. At the same time, the module places special emphasis on how new technologies and the online
environment affect the practice of brand management.
Integrated Marketing Communications
The module will enable you to understand and apply the various aspects of marketing communications from
initial analysis of the market through to the development of strategies incorporating an expanding range of
communication techniques. You will plan an integrated marketing communications campaign making
appropriate use of the full media mix, and learn about the application of each area in practice.
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Term one – Customer Management
Customer Relationship Management and Customer Experience
You will learn to understand the role of Customer Relationship Management (CRM) and Customer Experience (CX)
in an overall business strategy as well as the marketing mix. In addition to content based learning, we provide
experience of CRM applications, analytics, processes and their implementation and application of CRM and CX in
realistic situations. As a result of this module, you will be confident in your ability to conceive and design a CRM or
CX programme. The core contents comprise understanding relationships, strategic, operational and analytical
CRM, planning and managing a CRM implementation, and CX management and design.
Retailing and Multichannel Management
This module deals with one of the four original 'P's of the marketing mix: Place. You will learn how to manage
retailing from both the retailer's perspective and the goods and service manufacturer's. The module will also
cover how to develop a multichannel strategy in both business-to-consumer and business-to-business contexts
and will enable you to gain an understanding of how retailing is managed and strategically explores how
retailers obtain competitive advantage.
Term two –Marketing Operations and Organisation
Digital Marketing and Retail
This module will give you a thorough understanding of digital commerce and the building blocks that build
effective online propositions. This will be centred around understanding the user journey and effective use of
measurement and analytics.
You will explore best practice in the key technologies and channels that make up digital commerce, develop
your knowledge of effective strategy and planning factors for digital commerce, and understand the
importance and practicalities of putting measurement and analytics at the heart of digital commerce.
Business-to-Business Marketing, Sales and Key Account Management
This module covers the key themes in industrial and professional marketing, including segmentation of
business markets, professional selling, negotiation, sales management and strategic account management. It
features a unique blend of professional and personal skills development, equipping you with the tools and
behaviours to effectively manage professional customer relationships.
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Marketing Finance
This module will introduce you to a range of accounting tools and techniques, enabling you to manage,
interpret and apply financial information in a business context and in order to develop and enhance your
decision-making skills. You will gain a thorough understanding of how factors including risk and reward,
customer, product and channel profitability, shareholder value and pricing decisions may affect business
decisions.
Term two –Market Analysis and Assessment
Marketing Research
This module will provide you with an understanding of market research and its role within an organisation’s
strategic marketing decision-making process. You will undertake market research either within the context of a
firm, or within the context of services provided by an external agency.
On completion of this module, you will also have the opportunity to prepare for the Market Research Society
Advanced Certificate in Market and Social Research.
Term two –Marketing Management
Marketing Consultancy Project
This module simulates a real-life consultancy project. Competing against your class colleagues, your team will
work on a live project for a partner firm over the course of a week. You will then formulate recommendations
and report to senior executives at the final client presentation.
On completion you will receive feedback from your supervisor and from an external industry expert to help
improve your performance in future groups and as an individual.
Terms three and four
Research Methods and Statistics
This module will guide you through the university and academic research requirements for a dissertation. It
will explain and help you to develop the core research skills of reviewing literature, gathering, processing,
presenting and analysing research data. By embracing both qualitative and quantitative methods, you will
learn about the selection and application of appropriate research tools for data collection and analysis.
Thesis
This culmination of the learning process is your opportunity to undertake a research project, either as an incompany project with one of our industry partners, or in your own area of interest.
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