MSc in Strategic Marketing Projects. An opportunity to innovate the Cranfield project. Applying learning to real business issues

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1 An opportunity to innovate the Cranfield project Applying learning to real business issues At Cranfield School of Management we believe that great marketing can drive extraordinary business performance. Each year we develop over 80 high calibre marketing professionals through our MSc in Strategic Marketing. We invite your business to consider the possibility of partnering with one of Europe's leading business schools and achieve new business insights by hosting an incompany project for one of our Masters students. The win/win opportunity Your business gains access to a deep pool of innovation at Cranfield. We work carefully with partner businesses and our students to find projects that deploy leading-edge thinking and analysis to the business improvement and growth goals of the hosting company. The student often has prior marketing experience and is looking to apply new insights from their marketing course in a robust manner in commerce. What are the benefits for your organisation? During terms three and four, students have the opportunity to carry out an in-company thesis project. The projects contribute to the student s MSc and are all supervised and marked by a member of Cranfield s Centre for Strategic Marketing and Sales. We believe that this win/win opportunity provides the hosting company with four main benefits. enhanced business performance through the project itself and the insights gained access to new talent in sales and marketing innovation through application of leading-edge thinking in sales and marketing access to Cranfield School of Management and an opportunity to build relationships with leading specialists.

2 What kind of projects are we talking about? At Cranfield we understand business. We will respect your business confidentiality, work with you to carefully select the right improvement project and match an appropriate student to deliver success for all parties. A thesis project can address almost any meaningful business issue in Marketing and Sales. Previous examples have included: Customer Relationship Management (CRM) and Relationship Marketing (RM) Market Segmentation and Positioning Integrated Marketing Communications and Marketing Communications Brand and Brand Management (BMP) Sustainable Marketing, Ethics and Corporate Social Responsibility (CSR) Sales and Key Account Management (SKM) Demand Chain Management (DCM) and Logistics Multi-Channel Integration (MCI) Political and Social Marketing Marketing Measurement & Accountability Your choices of projects are many and varied and projects have been undertaken in a very wide range of organisations both in terms of size and sector. How can an organisation propose a project? If you have a suitable project that you would like to be considered there are 3 ways that you can use to submit your proposal: 1. Using the online proposal form 2. In writing: Grace Mckenzie Career Development Services Cranfield School of Management Cranfield University College Road, Cranfield, Bedford MK43 0AL 3. Directly to the Cranfield faculty member You may have had contact with a faculty member prior to defining the project.

3 What should the proposal contain? If you are not using the online proposal form, please ensure that your proposal includes the following: Your contact details Name, address, telephone no., fax no., etc Project title This may be an initial working title Project description and aim (100 words) A brief description of the problem the project is investigating and aim of the project.) Project objectives ( words) Usually 3 objectives are sufficient. They should be couched in terms that reflect project deliverables for example "Recommend and explain which of the strategies are likely to give the best return on capital invested" Location of project Please indicate where the project will be centered and which other locations it will/may be necessary for the student to visit. Please also remember that if some of the locations are abroad it may be necessary to obtain visas for some of our overseas students. Type of industry/sector Some of our students have an interest in specific industries or sectors and would seek a project in that area. Risks If there are any risks associated with the project please identify them clearly. You will also be asked to ensure that the student will be placed in an environment that conforms to the relevant Health and Safety legislation and that if necessary they will receive the necessary training to comply with the legislation. Pre-requisite skills required of students E.G. driving license, foreign language, familiarity with software (SPSS, SAS for instance). Each proposal is carefully examined. If there are any potential problems a member of the Strategic Marketing and Sales Department will contact you and discuss the issue before the project commences.

4 When and how is the project conducted? The key steps for the project from the student perspective are: Key dates: Late February: project proposals should be submitted before the end of February March: projects allocated to students and project sponsors informed April: submission of first review paper outlining student s intended research design and project scope Mid-May: first review presentation with feedback from panel including supervisor and other members of faculty Early September: thesis hand in at the University. Realistically, this timetable will mean that the project must be capable of being completed within a four month period.

5 How much will it cost your organisation? This is an important question, especially if you have to ensure that the project is in an operational or training/development budget. In general, there are three costs associated with the student project: any direct expenses the student legitimately incurs when away from the university during the project including travel to and from the University (or to other organisation locations), food and accommodation. We ask that these expenses are based on a realistic evaluation of costs where the student will be working, and on the principle that student should not be out of pocket. Most organisations pay expenses on a weekly basis against invoices/receipts presented by the student staff travelling expenses while supervising students whose project is outside the UK. This may include up to three progress visits an optional honorarium, given to be student on completion of the thesis. The honorarium would not usually be less than GBP500. Examples of previous projects Below are a few examples of company-based projects that our students have conducted as part of their Masters programme: Title: Actioning market segmentation in FMCGs - a multiple case study approach Segmentation was originally proposed as an alternative to treating all customers the same, in order to develop a closer matching of their needs with the company's products or services. The research aim of the study was to investigate the segmentation process being actioned in FMCGs. The research method incorporated a multiple case study approach amongst three Blue Chip UK FMCGs. Title: An application of the theory of planned behaviour in a social marketing context: Youth perceptions toward violence To understand the intentions of youth to commit acts of violence, their attitudes toward the act the role of peer influences, and the level of control individuals possess to commit violent acts, the Theory of Planned Behaviour was utilised to predict intention and to evaluate whether or not a specific social marketing television programme, might be capable of modifying youth perspectives of violence. Title: Distributors perceptions of Manufacturers distribution strategy and value proposition Looking at a broad range of suppliers of components to define the core variables and areas of value differentiation as perceived by different types of Distributors. The study suggests that some core variables are perceived as a necessary part of the offering and the supplier may lose their attractiveness if the customers expectations are not met. The research identifies hinders and enablers for a true partnership to be developed between a Supplier and Distributor.

6 Title: Cultural Coding and Masculine Identity in the Male Skincare Product Category The increased attention of males to their appearance has been considered an example of gender blurring: the increased crossover between gender boundaries in postmodern societies. The study aimed at analysing, with a semiotic approach, which codes advertising is transferring to the category, how they are perceived by consumers and how they influence consumers definitions of masculinity. Contact us If you would like to discuss a possible project before completing the form, please contact Paul Baines, the Programme Director: Emma Macdonald Deputy Director of the MSc Strategic Marketing Telephone: x emma.macdonald@cranfield.ac.uk