Consumer Behaviour & Marketing

We live in a consumer-driven society where an in-depth knowledge and awareness of consumers and their motivations and behaviours is a key advantage in today's world. As buyers and users of tangible products and services, a deep understanding of this behaviour - and how consumers interact with their socio-economic and cultural environments to achieve their goals - underpins all marketing activities, service provision and policy formulation. It is vital to the profitability and success of any business venture,
service provider, policy think-tank or trade organisation to understand the psychology of the consumer. 

•  A unique degree providing stimulating, rigorous and enjoyable training in the inter-related areas

  of consumer behaviour, marketing, applied psychology, and applied economics with a thorough grounding in market and consumer research methods. This programme is the first of its kind in the UK. It is also accredited by the Association to Advance Collegiate Schools of Business (AACSB)

• Excellent teaching staff and good student support facilities provide you with the skills and tools you need to prepare for your future career. The skills are transferable across several industries and thus enhance your career prospects.

• Real-world experience is gained through your own consumer-based market research project as well as insight from outside speakers from industry. The learning experience is further enhanced by the opportunity to do a one-year industrial placement after the second year of studies. 
  
  
• Close collaboration with staff from Psychology and Food and Nutritional Sciences provides research and teaching expertise across the spectrum of consumer behaviour, marketing, and applied economics.
  
  
• Our friendly environment and approachable staff ensure you achieve your potential and provide a supportive community in which to excel.

Student experience and employment

Organisations are increasingly looking to employ graduates with a broad practical knowledge of their industry and this programme offers an ideal opportunity to gain or build on existing experience. Between Year 2 and the final year, you may undertake a period of employment in a relevant subject area, either in the UK or abroad. Successful selection for industrial placement is dependent on an excellent academic record as well as evidence of a high level of motivation.

Market research project

An integral part of the degree is a consumer based market research project where, working in groups, you act as consultants for a real- life commercial or public sector client. Besides gaining invaluable hands-on experience of how your degree applies to the real world, you will also develop skills in teamwork, problem solving, report writing and presentation skills. In addition, during the final year of studies you will work on a large-scale individual project. This project involves conducting an applied research on a theme of your choice within the scope of the degree. The individual project work offers a further opportunity to integrate and apply knowledge and skills from across the course.

Career prospects

The portfolio of skills developed during your studies will help you prepare for careers in institutions, companies or organisations that work with or for the consumer. Areas where consumer behaviourists are needed include consumer marketing, communications, customer services, public relations and market research sectors as well as other professions with a range of commercial functions, from small family businesses to multinational corporations. Potential employers include: business consultancy and market research companies; advertising and media companies; multinational/domestic food manufacturing companies; mobile telecommunications; financial institutions (e.g. banks); retailers of all types (e.g. food, clothing and textiles); trade and consumer organisations; food industry organisations; government/civil service/trade body; and health and social services.