New March 2025 start date – special tuition fees available for this cohort £28,470 (overseas fees) and £14,875 (home fees). Merit-based scholarships of up to 20% can still be accessed
March 2025 start - Cranfield Excellence £10,000 Scholarship – find out more »
Cranfield Merit Scholarship – 10-20% of tuition fee available – find out more »
Overview
- Start date13 March 2025, September 2025
- Duration1 year
- DeliveryTaught modules 60%, MSc thesis project 40%
- QualificationMSc
- Study typeFull-time
- CampusCranfield campus
Who is it for?
- Recent graduates who want to boost their academic credentials and prepare for a first professional role in marketing.
- Marketing professionals looking to enhance their knowledge and skills and progress their career.
Class profile 2022/23
Gender: |
Male 46% - Female 53% |
Age range: |
20 to 39 years |
Average age: |
24 |
Number of nationalities: | 13 |
Nationality: | UK/EU: 1% - International: 99% |
Total number of students: |
131 |
Average class size: | 65 |
Rankings
This course is recognised in International Business Rankings, consistently ranking top 10 in the UK across them all. These include:
- 5th in the UK overall, 4th in the UK for alumni outcomes, 4th in the UK for entrepreneurship. 22nd in the world overall, 12th in the world for employability: QS World University Rankings: Masters in Marketing Rankings 2025.
Why this course?
- This course is designed with senior marketing practitioners to give you up-to-date knowledge and skills in strategic marketing.
- You will benefit from an interactive teaching approach by leading international faculty, authors of best-selling marketing texts and of articles in highly ranked journals.
- You will develop practical skills through your participation in a marketing consultancy project provided by an external business client, and through international marketing case studies.
- You will have access to master classes with reputable industry partners who 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.
The MSc programme allowed me to lead a team of talented individuals, develop creative solutions for several company projects, and participate in debates, masterclasses, and field trips, all of which helped to enrich my knowledge and skillset.
Two months after completing the Strategic Marketing MSc, I was offered a Marketing Executive role in a company that manufactures British vitamin supplements. And now, after seven months in the company, I have been promoted to a Marketing Manager. I had to design a three-year Marketing Strategy for the brand; this is the reason why the Marketing Consultancy Project as well as the Marketing Communication modules were really useful and helped me to define the best option for the brand.
Embarking on the Strategic Marketing MSc journey at Cranfield School of Management was a pivotal step in my career. The program’s comprehensive curriculum delved into the core aspects of marketing, from digital strategies to consumer behaviour, equipping me with the knowledge to tackle modern marketing challenges.
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 offerings while I was still working on my thesis project.
As I step into the future, I do so with the confidence, knowledge, and resilience that my time at Cranfield has instilled in me. I am excited to embark on new challenges and opportunities, ever mindful of the values of innovation, collaboration, and excellence that have been the hallmark of my experience at Cranfield.
The Strategic Marketing course provided a well-rounded curriculum covering the many facets of marketing, including branding, retailing, marketing communications, and sales management, while encouraging us to think critically and apply our learning to real businesses.
Informed by Industry
Our Strategic Marketing MSc 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.
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 an academic or company-sponsored project in an area of marketing or sales you are passionate about.
Course delivery
Taught modules 60%, MSc thesis project 40%
Marketing consultancy project module
Find out more
Individual thesis project (academic or company-sponsored)
Visit to Boodles as part of a sponsored thesis project
Course modules
Compulsory modules
All the modules in the following list need to be taken as part of this course.
Strategic Marketing and Planning
Module Leader |
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Aim |
A crucial competence for marketers is marketing strategy; in simple terms, analysing how the target market divides into segments, which of these segments are key targets for the firm, what the firm’s value proposition to each segment is, and what financial results can be expected over a planning period of typically 3 years. This module teaches Cranfield’s world-leading step-by-step process for developing such a marketing strategy and documenting it in a marketing plan. Being able to define or refine a marketing strategy underpins all other aspects of marketing which help to make this strategy happen. For example, the firm’s brand or brands need to be aligned with the value proposition, as do marketing communications. To help students integrate learning across these different marketing disciplines, this module is assessed through an integrated assignment alongside the Customer Behaviour module. |
Syllabus |
The module covers: |
Intended learning outcomes |
On successful completion of this module you should be able to:
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Big Data, Insight and Analytics
Module Leader |
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Aim |
The module aims to demystify the area of big data, statistical methods and insight to 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, statistics and methods, the module balances developing an understanding of analytical techniques with how marketing leaders make decisions using (big data) insight. Gartner has introduced the term “citizen data scientist” to describe competent practitioners that can engage in data discovery and know when they need professional help. Students will learn how to competently analyse both qualitative and quantitative data aided by sophisticated software tools, which will be useful for both their future careers and their thesis writing process. |
Syllabus |
The syllabus comprises two components: Big Data Analytics and Insight, and Thesis Preparation. Big Data Analytics and Insight Thesis Preparation |
Intended learning outcomes |
On successful completion of this module you will be able to:
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Retailing and Omnichannel Management
Module Leader |
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Aim |
Many goods and services are sold through retailers, and managing retail processes is essential for both retailers and manufacturers. The module highlights the important role which retail plays in contemporary economies and how it permeates our lives. It enables you to gain an understanding of how retailing is managed and strategically explores how retailers obtain competitive advantage. You will have strategic models and tools to analyse the retailing environment and demonstrates key retailing strategies which enable retailers to enhance their performance. Face-to-face retail is, however, only one of a number of marketing and distribution channels through which marketing, sales and service occurs. In today’s world, multiple channels may be combined in the same customer journey. So the module also covers how to develop an omnichannel strategy in both B2C and B2B contexts. Working for a retailer or within an organisation that sells a product or service through retailers is likely to be a first destination for many graduates of this programme. And irrespective of sector, channel management is critical to most senior marketing management posts. Therefore, this module provides vital skills for a marketing career. |
Syllabus |
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Intended learning outcomes |
On successful completion of this module a student should be able to:
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CRM and Customer Experience
Module Leader |
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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. As a result of this Module students will be confident in their ability to conceive a CRM and or CE programme. |
Syllabus |
The module covers: |
Intended learning outcomes |
On successful completion of this module you should be able to:
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Marketing Consultancy Project
Module Leader |
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Aim |
This is an integrative module allowing you to apply that which you have learnt to date in a practical manner. You will work in your learning teams and role-play a management consulting team competitively against the other learning teams. All teams will address the same brief: a genuine business opportunity for a particular company. You will have one week to understand the brief, gather the relevant data, use appropriate tools / frameworks and generate innovative, pragmatic and achievable recommendations. Your presentations will be judged by a panel that includes a company marketing executive dealing with the problem. |
Syllabus |
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Intended learning outcomes |
This module is intended to enable you to apply marketing theory in a real and complex situation. On successful completion of this module a student will be able to:
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Digital Marketing and Social Media Marketing
Module Leader |
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Aim |
The aim of this module is to enable students to understand why digital and social media marketing is critical to all organisations and to evaluate the utility of the key elements in the digital marketing toolbox. This module provides the frameworks and tools to enable students to create and manage digital marketing and social media. Contextualising digital and social media marketing within an organisational setting, this module shares the latest theories around digital and social media. The subjects covered include the practical application of digital marketing, as well as the sustainability of different social media platforms, ethical issues and data privacy concerns. On completion of this module students will be able to critically debate contemporary issues in this fast-moving area and formulate plans to manage digital marketing. |
Syllabus |
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Intended learning outcomes |
On successful completion of this module a student should be able to:
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Accounting and Finance for Strategic Marketing
Module Leader |
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Aim |
The aim of the Accounting and Finance module is to introduce a number of traditional and contemporary accounting approaches that will increase the visibility of financial information and support management decision making. |
Syllabus |
The module has five main themes: |
Intended learning outcomes |
On successful completion of this module you should be able to:
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Strategic Sales
Module Leader |
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Aim |
It is evident to most organisations that customers represent a true “asset” in that they have the potential to generate revenues and other benefits to the supplier company. Customers represent one of the main stakeholders of a company, in addition to the owners, the employees, the suppliers, and the society as a whole. A good understanding of customers is therefore vital. Moreover, business-to-business (B2B) buyer-supplier relationships have been found to be an important source of competitive advantage if supplier companies are able to engage in those relationships properly. The purpose of this module is to provide students with concepts and tools that are critical for B2B customer management. It should benefit executives who are involved those who aspire to careers managing in buyer-supplier interactions and relationships, and those involved in general management, B2B marketing, and other functional areas in the organisation or retail/FMCG marketing. |
Syllabus |
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Intended learning outcomes |
On successful completion of this module you should be able to:
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Integrated Marketing Communications
Module Leader |
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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 campaigns, 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 may incorporate an industry guest speaker. |
Syllabus |
This module covers the following topics: |
Intended learning outcomes |
On successful completion of this module you will be able to:
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Managing Brands
Module Leader |
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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 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 is discussed both in a national and international context. |
Syllabus |
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Intended learning outcomes |
On successful completion of this module you should be able to:
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Consumer Behaviour
Module Leader |
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Aim |
Customer analysis and insight have become very important domains in the marketing domain. Understanding these areas allows senior managers to develop an innovative marketing strategy based on real customer insights that emerge through strong analysis. |
Syllabus |
The module covers: |
Intended learning outcomes |
On successful completion of this module you should be able to:
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Marketing Research Methods
Module Leader |
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Aim |
The module aims to provide students with an understanding of what is required to conduct research in marketing contexts, considering that todays’ managers are expected to make informed decisions and are evaluated on the basis of the outcomes of their decisions. As such, understanding the process of conducting marketing research will ensure students to have the core skills to inform management decisions. Furthermore, the module is designed to help students with their thesis preparation. As part of the module, students will learn how to design research projects and understand core data gathering instruments used in research, whether this is academic or practitioner-oriented research. Students will also learn to plan their thesis writing process, as well as key skills required: literature review, research design, selecting and applying both quantitative and qualitative methods of data collection. |
Syllabus |
The syllabus comprises two components: Marketing Research and Thesis Preparation Marketing Research Thesis Preparation |
Intended learning outcomes |
On successful completion of this module a student should be able to:
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Thesis
Aim |
The aim of the thesis is to train Masters students to undertake a major marketing, retailing or sales - related research project independently and to present a thesis which meets university requirements. This will require students to demonstrate project management abilities, develop skills in critical appraisal and research methods, as well as the ability to present their thoughts clearly. Each student is allocated a thesis supervisor (either Cranfield staff or Cranfield registered teacher). The thesis can have one of four possible formats: |
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Intended learning outcomes |
On successful completion of this module a student should be able to:
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Elective modules
The module below is offered as part of students’ preparation for the Certificate in Market Research examination, and is elective.
Certificate in Market Research
Aim |
The Strategic Marketing MSc is currently the only Master's degree in the UK that is accredited by the MRS for its Certificate in Market Research). This means that while studying for your Master's in marketing, you also have the opportunity to work towards achieving the MRS Certificate in Market Research. This qualification and with appropriate work experience – gained either before or after being awarded the MRS Certificate – means you will be eligible to join the Market Research Society. |
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Keeping our courses up-to-date and current requires constant innovation and change. The modules we offer reflect the needs of business and industry and the research interests of our staff. As a result, they may change or be withdrawn due to research developments, legislation changes or for a variety of other reasons. Changes may also be designed to improve the student learning experience or to respond to feedback from students, external examiners, accreditation bodies and industrial advisory panels.
To give you a taster, we have detailed the compulsory and elective (where applicable) modules which are currently affiliated with this course. All modules are indicative only and may be subject to change for your year of entry.
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. The Course Director for this course is Dr Sharifah Alwi.
Accreditation
The 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. 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.
The Strategic Marketing MSc is currently the only Master's degree in the UK that is accredited by the MRS for its Certificate in Market Research). This means that while studying for your Master's in marketing, you also have the opportunity to work towards achieving the MRS Certificate in Market Research. This qualification and with appropriate work experience – gained either before or after being awarded the MRS Certificate – means you will be eligible to join the Market Research Society.
Your career
The Careers and Employability 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.
Cranfield Strategic Marketing MSc graduates have 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. Their roles have included Customer Insight Consultant, Junior Manager, Buying and Merchandising Graduate Programme trainee, Marketing Manager and Associate Consultant.
How to apply
Our students do not always fit traditional academic or career paths. We consider this to be a positive aspect of diversity, not a hurdle. We are looking for a body of professional learners who have a wide range of experiences to share. If you are unsure of your suitability for our Strategic Marketing MSc programme we are happy to review your details and give you feedback before you make a formal application.
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.
Application deadlines
There is a high demand for places on our courses and we recommend you submit your application as early as possible.
Entry for March 2025
- Applications from international and European students requiring a visa to study in the UK must submit their application by Monday 6 January 2025.
- There is no application deadline for UK applicants, but places are limited, so we recommend you submit your application as early as possible.
Entry for September 2025
- Applications from international and European students requiring a visa to study in the UK must submit their application by Monday 14 July 2025.
- There is no application deadline for UK applicants, but places are limited, so we recommend you submit your application as early as possible.
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.
Read our Application Guide for a step-by-step explanation of the application process from pre-application through to joining us at Cranfield.