Marketing and Consumer Behaviour (Taught)

The MSc Marketing & Consumer Behaviour will equip you with a comprehensive grounding in approaches to understanding consumer preferences, judgements and decision-making.

• You'll learn how to use this knowledge to improve organisational strategy and success, in terms of targeting, product placement, advertising, marketing, influencing and protecting consumers.

• We will enhance your employability by fostering the development of the real-life and job-relevant competencies and skills that are required to succeed in today's competitive job market. You will be provided with the strong knowledge base and hands-on research experience needed for succeeding in today's competitive job market.

• You will develop the skills necessary to conduct independent research and to understand:

the psychological and cultural processes underlying consumer behaviour
the psychology of consumer preferences and choices
psychological theories of attitude change, persuasion, and influence
the psychology and strategy of branding
how to create and sustain customer experience
behavioural economics (including the psychology of pricing)
the psychological impact of various types of media and advertising