The MSc Marketing and Consumer Psychology programme is designed to provide a combination of critical, strategic, and methodological skills in marketing, with an emphasis on consumer behaviour, psychology and consumption culture. Students will learn how to develop customer orientation approaches to drive organisation strategies and branding campaigns, as well as how to devise consumer relationships within digital environments.

• Specialise in B2C marketing - marketing with a consumer orientation.
• Learn from academics with expertise in consumer psychology, consumer culture, services marketing and online consumer behaviour.
• Study in the heart of London – an international metropolis with a variety of career opportunities.

What you'll study

The core modules aim to build foundational knowledge and skills in marketing and normative consumer behaviour concepts, which are examined for their relevance to the global South and non-western contexts.

The programme will build the following broad skills:

• Ability to develop independent insights from research, concepts, and consumer psychology theories and apply these to real-world scenarios.
• Ability to critically evaluate approaches and viewpoints on consumer behaviour, utilising analytical skills to assess the choices consumers make.
• Ability to deal with complex and dynamic marketing challenges and innovatively apply consumer behaviour/psychology orientations to an international marketplace.
• Ability to examine ethical marketing practices in terms of sustainability, consumer rights and choice orientations.
• Knowledge of how to build consumer relationships ethically and with responsibility, in accordance with the changing regulatory environment.

Structure

• Eight core modules
• Three optional modules

Teaching

The teaching team is comprised of Teaching and Research and Teaching & Scholarship staff, complemented where relevant by visiting lecturers with professional expertise in sectors such as communications, advertising and public relations. Students will benefit from this mix of expertise, gaining insights from research, scholarship and industry.

Students typically have 3 contact hours per week in each module. Within these three hours, each module has its own pattern of lectures, seminars/classes and other activities. Students could take part in a range of different teaching and learning activities that include the standard lectures and small group seminars, one-to-one tutorials, expert lectures, group-work, independent studies, research projects, team group learning.

Career paths

Graduates of this programme will be well-equipped to pursue roles in marketing-related sectors both in the UK and internationally, as the ability to use psychology to drive consumer engagement is sought within many marketing jobs in public, private and third sector organisations. They may also wish to consider specialised roles in consumer research, customer insights or CRM communications.