This programme will give you the specialised skills and knowledge to become a successful marketing leader of the future. You will gain an in-depth understanding of areas including marketing strategy, digital marketing, branding, communications, marketing consulting, CRM, key account management, market research, omnichannel marketing and big data marketing analytics.

An MSc for your academic and professional ambitions

  • Interactive teaching approach by leading international faculty, authors of best-selling marketing texts and of articles in Harvard Business Review or Sloan Management Review.
  • Designed with senior marketing practitioners to give you up-to-date knowledge and skills in strategic marketing. 
  • Practical skills are developed through your participation in a marketing consultancy project provided by an external business client, and through international marketing case studies.
  • Master classes with reputable industry partners provide insight into cutting-edge and innovative marketing techniques and practices.
  • The diverse, multi-national cohort provides an international learning opportunity enabling you to share marketing insight and experience.
  • Our unique, self-contained campus, just one hour from London, offers a friendly postgraduate-focused learning environment, with small class sizes and unrivalled access to lecturers and support staff.

At a glance

  • Start date25 September 2017
  • Duration1 year
  • DeliveryTaught modules 60%, MSc thesis project 40%
  • QualificationMSc
  • Study typeFull-time

Who is it for?

This course is designed for recent graduates who want to boost their academic credentials and prepare for a first professional role in marketing. It is also suitable for marketing professionals looking to enhance their knowledge and skills and progress their career.

Class Profile 2016/17:

Gender:
Male 29% - Female 71%
Age Range:
22 - 43 years
Average Age:
25 years
Number of Nationalities: 15
Class Size: 45

Term Dates

Term One:
2 October 2017 – 15 December 2017
Term Two:
8 January 2018 – 23 March 2018
Term Three:
9 April 2018 – 22 June 2018
Term Four:
25 June 2018 – 7 September 2018

Why this course?

This course will provide you with a thorough grounding in the core disciplines of marketing and how to apply them. As one of the best schools for marketing, we develop proactive marketing professionals who can put their practical skills straight to work in the marketplace. 

Janki testimonial

"Cranfield is a wholly post graduate business school, so there is an increased level of professionalism and knowledge required. Understanding that professors are active researchers, as well as working within the industry means we as students benefit from real time updates about the industry trends while studying."

Janki Bharat Mehta, current student, MSc in Strategic Marketing

Informed by Industry

Our MSc in Strategic Marketing faculty are experts in their field and have considerable industry experience. They work with the operating boards of many of the world's leading multinationals so bring the latest insights and best practice to their lectures.

Our faculty are supported by a team of international visiting industry speakers and professors who also bring the latest thinking and best practice into the classroom.

The leadership of the course is informed by a panel of high-profile marketing professionals, the Practice Advisory Board. Our Practice Advisory Board informs the design and development of the master's in marketing programme. Comprising leading figures from the world of marketing, it recommends additions and amendments to the course to reinforce its relevance to the modern marketing world.

Your teaching team

Cranfield School of Management is world-renowned for its practical and innovative approach to strategic marketing, and has an established reputation for the excellence of its teaching. Our faculty continue to work with the operating boards of many of the world's leading multinationals to bring the latest insights and best practices to their lectures.

Accreditation

The MSc in Strategic Marketing 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.  CIM is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing professionals.  More information can be found at: www.cim.co.uk

CIM logo

The MSc in Strategic Marketing is also one of only a few master's degrees in the UK that is accredited by the Market Research Society (MRS). This means that while studying for your master's in marketing, you also have the opportunity to work towards achieving the MRS Advanced Certificate in Market and Social Research Practice, and with appropriate work experience you will be eligible to join the Market Research Society after graduation.  More information can be found at: www.mrs.org.uk

MRS logo

Course details

The course has been developed to produce practical, proactive strategic marketers, and our teaching methods are specifically geared towards encouraging participation, self-development and team working. As well as studying a number of core modules, you will complete a marketing consultancy project carried out in teams and 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.  

Group project

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 your 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 Google, Nike, Cobra Beer, Acer or Sainsbury’s.


Individual project

The culmination of the learning process is your 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 (usually involving direct research with either marketing professionals/managers or with customers).

Assessment

Taught modules 60%, MSc thesis project 40%

Core modules

Managing Brands

Module Leader
  • Dr Radu Dimitriu
Aim

    In many businesses, from consumer goods to industrial services, the primary assets are increasingly intangible. First amongst these is the brand, whether this consists of a portfolio of branded businesses or the corporate brand itself. In both instances, the brand asset needs to be managed to build customer loyalty and resourced so that the competitive advantage it generates can be sustained. Similarly, one way the equity that lies in the brand can be leveraged is by appropriately extending the brand. Managing the brand, therefore, requires insights into customer buying behaviours, brand preferences and repeat purchasing patterns. It also requires a clear understanding of the levers of successful brand strategies and the tenets of managing brands in the new digital world. The course covers each of these aspects, and brand management and consumer behaviour are discussed both in a national and international context.


Syllabus

    In many businesses, from consumer goods to industrial services, the primary assets are increasingly intangible. First amongst these is the brand, whether this consists of a portfolio of branded businesses or the corporate brand itself. In both instances, the brand asset needs to be managed to build customer loyalty and resourced so that the competitive advantage it generates can be sustained. Similarly, one way the equity that lies in the brand can be leveraged is by appropriately extending the brand. Managing the brand, therefore, requires insights into customer buying behaviours, brand preferences and repeat purchasing patterns. It also requires a clear understanding of the levers of successful brand strategies and the tenets of managing brands in the new digital world. The course covers each of these aspects, and brand management and consumer behaviour are discussed both in a national and international context. Brand equity and the value brands create for customers and companies.

     

    • Understanding consumer behaviour and the role played by brands in consumers’ decision making processes
    • Brand loyalty and consumer profiles
    • Brand positioning, brand elements and brand extensions
    • Brand strategies
    • Online branding and branding on social media
    • Debates on topical issues in branding



Intended learning outcomes

On successful completion of this module a student will be able to:

  • Apply skills and critical knowledge for successfully managing branded products and services
  • Critically make the case for brand investment and brand strategies to be implemented.
  • Achieve a sound understanding of several theories regarding consumer behavior, and appreciation of why a single theory cannot explain all, or even the majority of consumer behaviour.
  • Understand how the new digital worlds is changing consumer behaviour and brand relationships, and at the same the practice of brand management.
  • Develop competency in working as a team member both in case study presentations and in the team debates.

Marketing Communications

Module Leader
  • Professor Paul Baines
Aim

    The aim of the module is to enable students to understand and critically apply the various aspects of marketing communications from initial analysis of the market through to the development of strategies incorporating an expanding range of communications techniques. As a result they will be able to write their own marketing communication plans and critically debate contemporary issues in marketing communications. The subjects covered are communications theory, communication campaign deconstruction and critical evaluation, marketing communications planning, implementation and evaluation, and coordination, integration and orchestration of the marketing communications mix with particular reference to advertising, publicity and digital media (i.e. paid, earned and owned media). The module incorporates an industrial visit and/or an industry guest speaker.


Syllabus

    The aim of the module is to enable students to understand and critically apply the various aspects of marketing communications from initial analysis of the market through to the development of strategies incorporating an expanding range of communications techniques. As a result they will be able to write their own marketing communication plans and critically debate contemporary issues in marketing communications. The subjects covered are communications theory, communication campaign deconstruction and critical evaluation, marketing communications planning, implementation and evaluation, and coordination, integration and orchestration of the marketing communications mix with particular reference to advertising, publicity and digital media (i.e. paid, earned and owned media). The module incorporates an industrial visit and/or an industry guest speaker.

    This module will cover the following topics:

    • Communications theory
    • The psychology of persuasion
    • How to deconstruct communications using content analysis and semiotics
    • The marketing communications planning process
    • The role of traditional paid communications, such as advertising via TV, press, radio, outdoor. sales promotions and sponsorship
    • The role of digital communications including banner ads, search engine marketing, viral marketing and the role of social networks
    • The role of earned media communications, including public relations and crisis management
    Current debates in communications including the form (such as, mass versus individualised communication), the message sender (e.g. company or other consumers), the channels and the role of today’s mar-comms manager as a producer and collator of content.






Intended learning outcomes On successful completion of this module a student should be able to:

  • Know how to integrate and coordinate the marketing communications planning activities of an organisation.
  • Be able to suggest approaches to evaluating marketing communications activity and their relative merits.
  • Critically assess topical issues in marketing communications and be able to present and defend a particular view.
  • Be able to apply knowledge of marketing communications by justifying and developing an integrated communications plan as part of an overall strategic marketing plan.
  • Prepare and debate an evidence-based argument on a current topic in marketing practice.

Big Data-Marketing Analytics

Module Leader
  • Dr Stan Maklan
Aim

    The module aims to demystify the topic and prepare students for a career in a marketing environment defined by ‘big’ data, artificial intelligence and advanced analytics. Rather than a strict focus on data science, the module balances developing an understanding of big data analytical techniques with how organizational leaders can make decisions using big data insight. Gartner has introduced the term “citizen data scientist” to describe that which we used to call a “power user” of computers, PowerPoint etc. i.e. competent practitioners that can engage in data discovery and know when they need professional help.


Syllabus

    The module aims to demystify the topic and prepare students for a career in a marketing environment defined by ‘big’ data, artificial intelligence and advanced analytics. Rather than a strict focus on data science, the module balances developing an understanding of big data analytical techniques with how organizational leaders can make decisions using big data insight. Gartner has introduced the term “citizen data scientist” to describe that which we used to call a “power user” of computers, PowerPoint etc. i.e. competent practitioners that can engage in data discovery and know when they need professional help.

    • Advances in analytics
    • Data discovery, exploration and visualisation process (e.g. CRISP)
    • Using JMP software
    • Artificial Intelligence
    • Segmentation insight from big data
    • Targeting customers with insight from big data
    • Positioning insight from big data
    • Customer experience / management with big data
    • Issues of implementation and realising the benefits of big data marketing analytics


Intended learning outcomes On completion of this module the students will be competent in the following:
  • Critiquing the potential for Big Data to enhance business models
  • Evaluating how big data analytics will enhance marketing practice (segmentation, targeting, positioning and customer management)
  • Basic data exploration and discovery
  • Organise a data exploration and discovery processes
  • Apply marketing analytics to marketing practices (segmentation, targeting, positioning and customer management)
  • Apply data visualisation and exploration software to data analysis problems (using SAS’ JMP).

Retailing and Omnichannel Management

Module Leader
  • Dr Tamira King
Aim
    The module highlights the important role which retail plays in contemporary economies and how it permeates our lives. It enables students to gain an understanding of how retailing is managed and strategically explores how retailers obtain competitive advantage. It provides students with strategic models and tools to analyse the retailing environment and demonstrates key retailing strategies which enable retailers to enhance their performance.
Syllabus

    The module highlights the important role which retail plays in contemporary economies and how it permeates our lives. It enables students to gain an understanding of how retailing is managed and strategically explores how retailers obtain competitive advantage. It provides students with strategic models and tools to analyse the retailing environment and demonstrates key retailing strategies which enable retailers to enhance their performance.

    The module covers:

    • Analytical retail models.
    • Retail communications: space management, visual merchandising and atmospherics
    • Customer service 
    • Legal and ethical issues in retailing
    • Omnichannel developments and how to manage them
    • Channel chains
    • Coverage maps
Intended learning outcomes

On successful completion of this module a student should be able to:

  • Understand and apply models for analysis of strategic and operational omnichannel retailing situations.
  • Critically assess the strategic choices of elements of the (e-)retail mix, including: e/store layout; and (web)atmospherics and the importance of customer service and retail ethics.
  • Appreciate and act on how customers combine channels in their omnichannel journey
  • Critically assess a retailer’s strategic choices of combining different retail channels, and select an appropriate strategy.
  • Build a sound understanding of the competencies required for omnichannel CRM
  • Apply retail theories and models on omnichannel experience to evaluate a retailer’s current strategy and to make recommendations for future omnichannel strategy

CRM and Customer Experience

Module Leader
  • Dr Benedetta Crisafulli
Aim

    The aim is for students to understand the role of CRM and CE in the overall business strategy as well as the marketing mix. In addition to content-based teaching, we provide experience of CRM applications, analytics, processes and their implementation and application of CRM and CE in realistic situations. As a result of this Module students will be confident in their ability to conceive and design a CRM and or CE programme.

Syllabus

    The aim is for students to understand the role of CRM and CE in the overall business strategy as well as the marketing mix. In addition to content-based teaching, we provide experience of CRM applications, analytics, processes and their implementation and application of CRM and CE in realistic situations. As a result of this Module students will be confident in their ability to conceive and design a CRM and or CE programme.

    • Key concepts of CRM and CE
    • Customer profitability – theory, measurement and practice thereof
    • Customer experience – definition, management, the critical role of employees
    • CRM programme management – design, business processes, technology, capabilities, governance and implementation
    • Learning – data analysis, learning from customers
    • Measurement and evaluation of CRM


Intended learning outcomes On successful completion of this module a student should be able to:
  • Understand CRM and CE – key concepts and relationship to the rest of the business activities of the firm
  • Develop a strategic approach to CRM and CE for their firms
  • Improve CRM and CE solutions within their firms
  • Work more effectively with IT in developing business architecture for CRM and CE, able to specify the desired customer outcomes of technology systems
  • Brief data analysts on the insight and decisions data analysis should support





Market Research and Insight

Module Leader
  • Professor Paul Baines
Aim

    Market research is the principal source of the insight upon which marketing decisions are made. This module will equip participants to commission market research, evaluate research proposals and manage a market research project. It will also provide participants with an understanding of the core data gathering instruments used in market research.


Syllabus

    Market research is the principal source of the insight upon which marketing decisions are made. This module will equip participants to commission market research, evaluate research proposals and manage a market research project. It will also provide participants with an understanding of the core data gathering instruments used in market research.

    The module covers:

    • The Practice of Market Research
    • Planning and Designing Market Research
    • Ethics and the MRS Code
    • Writing and evaluating the Brief and Research Proposal
    • Conducting Secondary Research
    • Collecting Qualitative Data
    • Collecting Quantitative Data
    • Introduction to Sampling
    • Collecting Attitudinal Data
    • Principles of Questionnaire Design
    • Social media market research
    • Managing Research Projects


Intended learning outcomes On successful completion of this module a student should be able to:
  • define and evaluate research objectives for given marketing problems and decisions
  • commission and/or apply appropriate research solutions to identified problems, based on a clear understanding of a range of research approaches and techniques
  • critically assess and select appropriate techniques for the collection of the data necessary to build appropriate insight and inform effective marketing decision-making
  • manage the relationship between research providers and users. 

Marketing Strategy Planning

Module Leader
  • Professor Hugh Wilson
Aim

    The module will familiarise you with the principles of strategic marketing and apply those principles to the marketing planning process. This process is cross-functional, and plans for the organisation’s revenue generation. Each session introduces you to important aspects of marketing strategy and then applies these theoretical elements in practice through the development of marketing plans based on a current case study. This is a very practical module leading to the development of a strategic marketing plan, and you will be required to research information and complete application exercises during and between classes.

Syllabus
    • Strategic marketing in context
    • 10 steps of the strategic marketing planning process
    • Mission statements and organisational objectives
    • The Marketing Audit and analytical tools
    • Market maps and market segmentation
    • SWOT analysis
    • The Directional Policy Matrix
    • Marketing objectives and strategies
    • Product and pricing strategy.
Intended learning outcomes On successful completion of this module a student should be able to:

 

  1. Understand the evolution and role of marketing and be able to describe the characteristics of a customer-centric organization.
  2. Appreciate a series of marketing strategy tools and techniques and their application in practice.
  3. Recognise a successful marketing planning process and understand the construction and evaluation of a strategic marketing plan.
  4. Structure and prepare a comprehensive strategic marketing plan.
  5. Evaluate marketing plans prepared by others.

Marketing Consultancy Project

Module Leader
  • Dr Tamira King
  • Dr Benedetta Crisafulli
Aim

    The module simulates a real-life consultancy assignment where you will work on a live project 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 and work as part of a team to research the situation and consider your options. You will then form your recommendations which you'll report back to senior leaders at the final client presentation. On completion you will receive feedback from your supervisor and an industry expert to improve your performance within future groups and as an individual.

Syllabus

    The module simulates a real-life consultancy assignment where you will work on a live project 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 and work as part of a team to research the situation and consider your options. You will then form your recommendations which you'll report back to senior leaders at the final client presentation. On completion you will receive feedback from your supervisor and an industry expert to improve your performance within future groups and as an individual.

Intended learning outcomes

As a result of this module, you will be able to:

  • Synthesise and summarise your learning over the whole programme to date in preparation for embarking upon your thesis.
  • Determine what marketing theories, frameworks and perspectives are applicable to a real situation.
  • Combine and deploy theories, frameworks and perspectives intelligently to a real situation.
  • Understand the data requirements of each theory, framework and perspective used.
  • Experience some of the difficulties in getting data that is consistent, coherent and up to date.
  • Employ creative thinking on a real marketing problem.
  • Present a complex situation in a very succinct and compelling manner.
  • Work with colleagues in a competitive situation, under time pressure and with incomplete access to all the information, people and data you need. 
  • Appreciate management consulting skills, providing expert and credible advice, adding value to the decision making of an extremely knowledgeable and sophisticated client.

Research Methods

Module Leader
  • Dr Ian Crawford
Aim

    The module will inform you of the university and academic requirements for your thesis. It shall explain and develop the core research skills of reviewing literature, gathering, processing, presenting analysing research data. During this time you will be informed about the selection and application of appropriate research methods of data collection and analysis. It embraces both qualitative and quantitative methods of research.

Syllabus

    The module will inform you of the university and academic requirements for your thesis. It shall explain and develop the core research skills of reviewing literature, gathering, processing, presenting analysing research data. During this time you will be informed about the selection and application of appropriate research methods of data collection and analysis. It embraces both qualitative and quantitative methods of research.

    The module covers:

    • Explaining and developing the concepts and role of a thesis and also establishing the academic standards required to meet the course and university regulations. Planning the thesis. Focusing research through problem definition and objective setting.
    • Using the academic literature to focus and define the methodologies that are to be used in the investigation. Gathering, sorting, processing and presenting data.
    • Concluding and interpreting outcomes either from an organisation’s point of view and from an academic point of view. 
    • Project based theses and how to approach a practical investigation.
    • What are case study based theses and how do you approach them. 
    • What are structured literature review based theses and how do you approach them.
    • Analysis of past theses that represent the main categories identified in the module.
    • Developing a plan for your own thesis.
    • The nature and purposes of an MSc thesis.
    • Using SPSS for statistical analysis of research data.
    • Research planning and design.
    • Selecting and applying statistical tests and measures.
    • Selecting and applying qualitative research methods.
Intended learning outcomes

On successful completion of the module you will be able to

  • Understand the MSc dissertation requirements both academic and practical.
  • Understand the core academic and practical skills required to produce an acceptable dissertation.
  • Produce a research plan that is focused on your chosen dissertation style and which demonstrates an understanding of the practical and academic issues associated with your investigation.
  • Produce a research design suitable for solving your chosen research problem.
  • Select appropriate techniques, from a range of qualitative and quantitative data gathering methods.
  • Competently analyse both qualitative and quantitative data.
  • Make effective use of the SPSS statistical analysis program and the NVivo qualitative data analysis program.

Digital Marketing

Module Leader
  • Daniel Rowles
Aim

    This module will give you a thorough understanding of digital retail commerce and the building blocks that build effective online retail propositions. You will explore best practice in the key technologies and channels that make up digital retail commerce, develop your knowledge of effective strategy and planning factors for digital retail commerce, and understand the importance and practicalities of putting measurement and analytics at the heart of digital retail commerce.

Syllabus

    This module will give you a thorough understanding of digital retail commerce and the building blocks that build effective online retail propositions. You will explore best practice in the key technologies and channels that make up digital retail commerce, develop your knowledge of effective strategy and planning factors for digital retail commerce, and understand the importance and practicalities of putting measurement and analytics at the heart of digital retail commerce.

    The module covers:

    • Digital commerce in perspective.
    • The user journey online.
    • Google’s zero moment of truth research.
    • Acquisition, conversion and retention in a digital environment.
    • Channel integration.
    • Beyond digital marketing – true online/offline integration.
    • The building blocks of digital commerce.
    • Websites and usability.
    • Search – search optimisation and PPC.
    • Social media.
    • Mobile marketing.
    • Email marketing.
    • Online advertising.
    • Analytics and testing.
    • Digital commerce planning and strategy.
    • Planning and strategy assignment brief.
Intended learning outcomes

As a result of this module, you will be able to:

  • Appreciate digital commerce and it’s fragmented and modular nature.
  • Understand the best practice in the key technologies and channels that make up digital retail commerce.
  • Understand the effective strategy and planning factors for digital retail commerce.
  • Appreciate the importance and practicalities of putting measurement and analytics at the heart of digital retail commerce.
  • Critically discuss the practical use of digital insights tools for marketplace, customer and competitive analysis.
  • Critically discuss  the best practice tactical delivery factors for digital marketing.

Accounting for Marketing Managers

Module Leader
  • Dr Simon Templar
Aim

    The aim of the Accounting for Marketing and Retail Managers module is to introduce a range of accounting tools and techniques that will enable ‘marketer’s to discover the ‘value’ of accounting information, and then enable them to exploit this new knowledge to enhance the ‘effectiveness’ of their decision-making.
    The module introduces the students to a range of accounting tools and techniques, which underpin the subject. Then builds on the knowledge and skills development by exploring five contemporary themes relating to marketing and accounting.


Syllabus

    The aim of the Accounting for Marketing and Retail Managers module is to introduce a range of accounting tools and techniques that will enable ‘marketer’s to discover the ‘value’ of accounting information, and then enable them to exploit this new knowledge to enhance the ‘effectiveness’ of their decision-making.
    The module introduces the students to a range of accounting tools and techniques, which underpin the subject. Then builds on the knowledge and skills development by exploring five contemporary themes relating to marketing and accounting.

    The module focuses on five main themes:

    • Risk, reward and return
    • Interpretation of financial accounting information
    • Management accounting for decision-making
    • Customer, product and channel profitability
    •  Investment appraisal


Intended learning outcomes Knowledge & Understanding:
  • Recognise the value of accounting information.
  • Prepare a set of report and accounts from accounting data
  • Interpret the financial and non financial information in a set of published financial statements.
  • Recognise the main uses and limitations of financial information.
  • Apply a range of management accounting tools and techniques to derive information that can be used to make and evaluate management decisions.
  • Assess project, product and customers’ profitability.
Skills and Other Attributes
  • Apply both financial and management accounting information from a marketing perspective.
  • Use financial data from company report and accounts and financial data bases to carry out a competitor analysis case study.
  • Apply a range of management accounting tools and techniques to derive information that can be used to make and evaluate management decisions relating to product pricing decisions.
  • Undertake a customer’ profitability analysis and identify areas for improvement.
  • Apply accounting techniques to appraisal the development a new product.


Sales Management

Module Leader
  • Dr Rodrigo Guesalaga
Aim

    The purpose of this module is to provide students with concepts and tools that are critical for success in relationship selling and sales management. The focus of the module is on business-to-business (B2B) relationships with customers, and it should benefit executives who work in sales, either selling directly to customers or leading salespeople. It should also be valuable for those involved in general management, marketing, and other functional areas in the organization.

Syllabus

    The purpose of this module is to provide students with concepts and tools that are critical for success in relationship selling an, sales management. The focus of the module is on business-to-business (B2B) relationships with customers, and it should benefit executives who work in sales, either selling directly to customers or leading salespeople. It should also be valuable for those involved in general management, marketing, and other functional areas in the organization.

    • The strategic role of sales
    • Value proposition
    • Sales organization
    • Sales performance
    • Developing salespeople
    • Sales forecasting 

Intended learning outcomes On successful completion of this module a student should be able to:
  • Build an intimate knowledge of and being able to propose metrics to evaluate sales performance in the B2B context.
  • Evaluate customers’ needs and segment to develop relevant value propositions and negotiate effectively.
  • Critically assess alternative forms of sales organization and implement the principles for selecting, training, motivating, and compensating a sales force.
  • Evaluate the benefits and challenges of different sales forecasting methods and implement adequate methods given the context.

B2B Customer and Key Account Management

Module Leader
  • Dr Rodrigo Guesalaga
Aim

    Business-to-business relationship marketing is of foremost importance to companies, and therefore MSc students should understand the main aspects of it and how it differs from a business-to-consumer approach. In particular, effective B2B customer management requires a series of tools and skills that are oriented towards understanding, analysing, managing, and developing customers.


Syllabus

    Business-to-business relationship marketing is of foremost importance to companies, and therefore MSc students should understand the main aspects of it and how it differs from a business-to-consumer approach. In particular, effective B2B customer management requires a series of tools and skills that are oriented towards understanding, analysing, managing, and developing customers.

    The module covers:

    • B2B marketing and B2B customer management
    • B2B customer metrics
    • Key account management
    • The procurement’s perspective
    • Negotiation


Intended learning outcomes On successful completion of this module a student should be able to:
  • Build a critical appreciation of the distinctive elements of B2B relationship marketing.
  • Evaluate and be able to propose customer-related measures of performance and elements of the customer experience.
  • Understand and apply the principles and best practices in key account management (KAM).
  • Appreciate and act on the nature of the changing relationship between sales and procurement.
  • Prepare and undertake negotiations strategically with a customer.

Fees and funding

MSc Full-time £12,500

Fee notes:

  • The fees outlined apply to all students whose initial date of registration falls on or between 1 August 2017 and 31 July 2018.
  • All students pay the tuition fee set by the University for the full duration of their registration period agreed at their initial registration.
  • A non-refundable £1,000 deposit is payable on offer acceptances and will be deducted from your overall tuition fee. 
  • Additional fees for extensions to the agreed registration period may be charged and can be found below.
  • Fee eligibility at the Home/EU rate is determined with reference to UK Government regulations. As a guiding principle, EU nationals (including UK) who are ordinarily resident in the EU pay Home/EU tuition fees, all other students (including those from the Channel Islands and Isle of Man) pay Overseas fees.

For further information regarding tuition fees, please refer to our fee notes.

MSc Full-time £21,000

Fee notes:

  • The fees outlined apply to all students whose initial date of registration falls on or between 1 August 2017 and 31 July 2018.
  • All students pay the tuition fee set by the University for the full duration of their registration period agreed at their initial registration.
  • A non-refundable £1,000 deposit is payable on offer acceptances and will be deducted from your overall tuition fee. 
  • Additional fees for extensions to the agreed registration period may be charged and can be found below.
  • Fee eligibility at the Home/EU rate is determined with reference to UK Government regulations. As a guiding principle, EU nationals (including UK) who are ordinarily resident in the EU pay Home/EU tuition fees, all other students (including those from the Channel Islands and Isle of Man) pay Overseas fees.

For further information regarding tuition fees, please refer to our fee notes.

Funding Opportunities

To help students in finding and securing appropriate funding we have created a funding finder where you can search for suitable sources of funding by filtering the results to suit your needs. Visit the funding finder.

Scholarships and bursaries

We have a limited number of competitive half-fee scholarships (application deadline 1 May 2017) and bursaries (worth up to a maximum of £4,000) available for exceptional candidates. These are awarded at the course director's discretion and are based on merit as well as considerations of financial need. If you would like to be considered for a scholarship or bursary, please indicate so in in the financial details section of your application.

Entry requirements

We welcome applications from talented candidates of all backgrounds and each application is considered on its individual merit. Usually candidates must hold either a:

  • first or a second class UK honours degree in a relevant discipline
  • international degree - equivalent of UK qualifications
  • professional qualification (e.g. CIM) with 5 years' relevant work experience.

English Language

If you are an international student you will need to provide evidence that you have achieved a satisfactory test result in an English qualification. The minimum standard expected from a number of accepted courses are as follows:

IELTS - 6.5, with a minimum of 6.5 in the writing component

TOEFL - 92, with a minimum of 21 in the writing component

Pearson PTE Academic - 65

Cambridge English Scale - 180

Cambridge English: Advanced - C

Cambridge English: Proficiency - C

In addition to these minimum scores you are also expected to achieve a balanced score across all elements of the test. We reserve the right to reject any test score if any one element of the test score is too low.

We can only accept tests taken within two years of your registration date (with the exception of Cambridge English tests which have no expiry date).

Students requiring a Tier 4 (General) visa must ensure they can meet the English language requirements set out by UK Visas and Immigration (UKVI) and we recommend booking a IELTS for UKVI test.

Your career

94% of School of Management students were employed within 3 months of graduation.

The Cranfield Career Development Service offers a comprehensive service to help you develop a set of career management skills that will remain with you throughout your career.

During your course you will receive support and guidance to help you plan an effective strategy for your personal and professional development, whether you are looking to secure your first management role, or wanting take your career to the next level.

Last year's MSc in Strategic Marketing graduates secured jobs with a diverse range of companies including Vodafone, TJX, Kerry, Christian Dior, Henkel, GE, Schlumberger, Ernst & Young, Estée Lauder, Coca Cola, Mars, Beiersdorf, KMPG Nunwood and Microsoft.

Applying

To apply you will need to register to use our online system. Once you have set up an account you will be able to create, save and amend your application form before submitting it.

Once your online application has been submitted together with your supporting documentation, it will be processed by our admissions team. You will then be advised by email if you are successful, unsuccessful, or whether the course director would like to interview you before a decision is made.  Applicants based outside of the UK may be interviewed either by telephone or video conference.

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