How we helped Cranfield School of Management successfully take a brand new way of learning to market

• In-depth marketing knowledge

• A first-of-its-kind masters

• Shaping a marketing strategy

Cranfield School of Management (CSoM) was launching a new master's programme

It was the first of its kind in the UK — a fully-stackable, online Business & Management master's. It was completely flexible, providing students with the opportunity to take short units, modules or the full degree.

Was to provide research and consultancy support to help them develop a ‘go to-market’ strategy to tell the world all about their flexible and modular Masters. How it would provide students with the opportunity to take short units, modules or the full degree over a period of time.

Our experts analysed the existing market from both an internal and external perspective. We used qualitative and quantitative methods, to assess CSoM’s current position, their sales and marketing strategy and the wider competitor landscape.

We developed an in-depth understanding of the opportunities, target markets, optimum UX and the approach to communication, all of which helped us to shape the positioning and messaging for the new programme. We then validated this through interviews and focus groups with alumni, as well as larger scale surveys.

We helped CSoM develop a robust Sales & Marketing strategy, which included:

· Positioning and value proposition

· UX review and digital infrastructure

· customer journey review and recommendations for improvement

· Digital marketing plan

· Awareness raising media campaign

· Alumni engagement plan

· Platform and provider assessment.

Launching a fully stackable online business Masters presents a huge challenge. A first of its kind in the UK – there was no benchmarking data or insight in terms of processes, platforms and the various student journeys.

Our in-depth knowledge of the online learning and business school markets enabled us to provide CSoM with the actionable insight and tools to go to market with confidence.

And our expert media team were able to translate and implement all the audience and market understanding, to design and deliver a high performing media campaign.