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Strategic Marketing - Online
Cranfield School of Management

Strategic Marketing - Online

Cranfield School of Management, Cranfield
AnytimeDuration
onlineFormat
EnglishLanguage
MarketingTopic

Available Cohorts

Select a program cohort

Anytime - Self-Paced
online · Self-Paced(2 modules)
Open
Bronze – Understanding Market Orientation and Market Sensing
Anytime - Self-Paced
online
Silver – Leveraging Customer Insight and Aligning the Organisation
Anytime - Self-Paced
online
Date TBD
online · Instructor-Led(3 modules)
Open
$377

All-inclusive program fee

About This Program

Strategic marketing defines where and how an organisation competes. It enables leaders to respond to changing customer expectations, assess market opportunities, prioritise investment and build long-term value. For senior managers and executives, strategic marketing goes beyond campaigns and communications. As a core element of successful commercial leadership, strategic marketing informs competitive positioning, guides resource allocation and underpins sustainable growth. The Strategic Marketing online courses are designed for managers, directors and business leaders who want to strengthen strategic judgement and market focus. You will examine market dynamics and customer behaviour, assess growth opportunities, clarify competitive positioning, and develop value propositions that support long-term performance.

Why Cranfield School of Management?

Cranfield is one of the few business schools in the world that operates entirely at postgraduate level, with no undergraduates on campus — which means the faculty, the facilities, and the culture are built exclusively around people who already have careers, not people who are just beginning them. Its location on an active aerospace and technology campus in Bedfordshire gives it an intellectual atmosphere you simply won't find in a city-centre school, and its executive education programmes carry a reputation for rigorous, application-focused learning that has been earned over decades, not manufactured for a ranking.

Your Profile

  • Professionals and senior leaders who want to strengthen their strategic marketing capability, better understand customer behaviour and align their organisation with changing market conditions.

Benefits

  • Develop a strategic view of marketing that aligns organisational decisions with customer needs.
  • Assess and strengthen your organisation’s market orientation.
  • Confidently apply segmentation, targeting and positioning to identify growth opportunities.
  • Analyse customer insights and improve the quality of insight processes.
  • Evaluate market segments, brand positioning and marketing capabilities.
  • Apply traditional and digital engagement tools to address strategic marketing challenges.
  • Apply strategic marketing frameworks to real organisational challenges in facilitated group sessions.
  • Critically review marketing strategies and identify opportunities for improvement.
  • Collaborate with peers to turn insights into actionable, evidence-based recommendations.
  • Engage directly with faculty to explore practical applications of strategic marketing principles.

What You'll Learn

  • Gain a practical understanding of market orientation and how it shapes organisational decisions.
  • Recognise different organisational approaches (sales, operations, technology, finance, market) and assess your own organisation’s focus.
  • Learn how market-focused organisations anticipate and respond to customer needs.
  • Use the Segment-Target-Position (STP) framework to identify and prioritise customer groups.
  • Understand the key external factors (political, economic, social, technological, ecological) that influence business opportunities and risks.
  • Develop the skills to monitor competitors, identify market changes and address strategic marketing challenges.
  • Understand the drivers of customer behaviour, including cognition, emotion and context.
  • Identify key data sources of customer insights, from formal research to direct interactions.
  • Learn how to convert data into actionable insights that shape marketing strategy.
  • Evaluate market segments using practical tools such as attractiveness analysis and SWOT.
  • Strengthen your ability to position your brand and develop compelling offers
  • Assess your organisation’s marketing capabilities and resources to support strategic alignment.
  • Explore both traditional and digital approaches to engage customers effectively.
  • Apply customer insight to inform strategic decisions and improve organisational impact.
  • Apply strategic marketing frameworks to practical, real-world organisational challenges in live, faculty-led online sessions.
  • Collaborate with peers to analyse market situations and test strategic options.
  • Review your organisation’s marketing strategies to identify gaps or opportunities.
  • Translate insight and theory into actionable recommendations.
  • Gain personalised guidance from faculty to build confidence in applying strategic marketing concepts.
  • Refine ideas through peer collaboration, testing decisions and developing practical solutions.

Frequently Asked Questions

How to Apply

  1. 1

    Check your eligibility

    Review the entry requirements listed on this page. Most executive programs require 8–15 years of professional experience.

  2. 2

    Compare programs

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  3. 3

    Contact the school

    Send a message directly to Cranfield School of Management via Gradia to request a brochure or speak with an admissions advisor.

  4. 4

    Prepare your application

    Gather your CV, reference letters, and any required test scores. Many EMBA programs waive standardised tests for senior candidates.

  5. 5

    Submit your application

    Apply directly through Cranfield School of Management's official application portal.

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