This collection of stackable modules presents a strategic perspective of marketing whereby understanding of the needs and wants of customers is used to guide and direct the organisation.
It focuses on the input of market and customer insight across all functions of an organisation and hence prepares you for general management responsibilities.
Who is this for?
- Anyone wishing to learn more about strategic marketing and customer insight.
- If you choose to study past our Bronze, Silver and Gold badges, minimum criteria for the Postgraduate Award is an English language speaking IELTS score of 6.5.
How you will study
Our modules are fully stackable and self-paced, so you choose how much you want to learn and when.
Available stacks
- Bronze: 4 hours online, access anytime
- Silver: 6 hours online, access anytime
- Gold: 10 hours live online cohort based learning (live dates are every four months, split across two half-days at times to suit many global time-zones)
Our stacks offer reflection activities throughout which we suggest you allow additional time for, this is at your pace but our guidance is up to 8 hours for Bronze and up to 12 hours for Silver. This is your opportunity to apply your new knowledge and reflect on the impact it can have on you in your current and future roles.
Location: Online – a combination of always available, access anytime and live online.
Pricing
What you will learn
Bronze – Self-paced
Award: Cranfield Bronze Digital Learning Badge
By the end of your Bronze stack you will be able to:
- Critically reflect on the core concept of Marketing Orientation, its implications across the organisation and appraise the extent to which an organisation is market / customer oriented.
- Apply, at least conceptually, the process of Segment-Target-Position within an organisational context.
- Identify and evaluate the marketing challenges and opportunities facing an organisation and the strategic implications of these challenges.
Silver – Self-paced
Award: Cranfield Silver Digital Learning Badge
Should you want to progress to our Silver stack, by the end of your study you will have developed knowledge enabling you to:
- Evaluate the critical role of customer insight and evaluate an organisation’s insight quality.
- Evaluate an organisation’s online offer and capabilities in light of Digital Marketing theory and practice.
Gold – Live Online
Award: Cranfield Gold Digital Learning Badge
Taking your stack up to Gold level will deepen your knowledge and learning, enabling you to:
- Select and apply relevant marketing frameworks to real-world business problems and opportunities.
- Reflect critically upon organisations’ marketing strategies.
Postgraduate Award
Completing the Bronze, Silver and Gold Cranfield Digital Badges within this stack alongside those in the Strategic Sales Management stack and an Integrated Assessment will earn you a Postgraduate Award in Strategic Marketing and Sales.
To qualify for the PgCert in Business and Management, three core PgAwards are required, which are:
- Making Sense of the Economy and Introduction to Financial Management
- Leadership and Organisational Behaviour
- Strategic Thinking and Strategic Management
The PgCert is a requirement for applying for a PgDip and MSc.
Postgraduate Certificate
This comprises 3 Postgraduate Awards.
Postgraduate Diploma
This comprises 6 Postgraduate Awards.
Master of Science (MSc)
PgDip, plus a thesis.
