Strategic Marketing

• Professor Vasilis Theoharakis

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.

The module enables you to define or refine a marketing strategy aligned with the organisation's purpose, mission, and vision. The strategic marketing plan underpins all aspects of marketing and is concerned about the organisation's impact on stakeholders. For example, the firm’s brand or brands need to be aligned with the value proposition while also delivering on the brand promise. To help you integrate learning across these different marketing disciplines, this module is assessed through an integrated assignment alongside the Consumer Behaviour module.

• Strategic marketing in context
• The strategic marketing planning process
• Purpose, mission and organisational objectives
• The Marketing Audit and analytical tools
• Competitor identification maps and market segmentation
• Marketing capabilities, value proposition and positioning
• Product/Market Portfolio
• Marketing objectives and strategies
• Product and pricing strategy.

On successful completion of this module you should be able to:

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

Customer analysis and insight have become very important domains in the marketing domain. Understan

Admission Requirements

Academic Requirements

You need the following GMAT score:

Required score: 600

The GMAT is specifically designed for admission to business or management schools, and is meant to test how prepared you are for a business degree programme

We do not have a formal deadline for receiving applications, although to secure your place on the course and in on-campus accommodation, we advise that you apply as early as possible as places are limited.

Please include the following with your application:

• Transcripts
• Degree certificate
• GMAT score if taken
• Two references
• English language test score if required

Once your online application has been submitted together with your supporting documentation, it will be processed by our admissions team within four to six weeks. 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.If you are successful, an offer letter will be emailed to you within two weeks. You will then have a further four weeks to confirm your place and pay your deposit of \xc2\xa31,000.

Entry requirements:

1. Hold a relevant, recognised qualification, either:

• a 1st or 2nd class UK Honours Degree (or equivalent Bachelors Degree)
• or a professional qualification (e.g. Diploma from the Chartered Institute of Marketing) and have 5 years\' relevant work experience

English Proficiency: IELTS 6.5 or equivalent.

Tuition & Financial Information

Tuition Fee

GBP 21,000 (Tuition (Full programme)) — International students; GBP 12,500 (Tuition (Full programme)) — EU/EEA students

Tuition fees: GBP 21,000 (Tuition (Full programme)) — International students; GBP 12,500 (Tuition (Full programme)) — EU/EEA students

IELTS requirement: 6.5

Financial Aid & Scholarships

Contact Cranfield University directly for scholarship, grant, and financial aid information for this programme. Many European universities offer merit-based and need-based funding for international and domestic students.

About Cranfield University



Cranfield University

Cranfield, United Kingdom

Cranfield University is a distinguished institution of higher education committed to academic excellence, innovative research, and preparing students for leadership in their chosen fields. The...

University Profile

Application Information

• Start Date 2017-09-26
• Language English
• Duration 12 months

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