BSc Consumer Behaviour & Marketing

Description:
We live in a consumer-driven society. Consumers are paramount, whether as individuals, groups or organisations, whether as consumers of tangible products or of services provided. Understanding the psychology of a consumer (their motivations, thoughts, feelings, reasonings, information processing, decision making and behaviours), and how a consumer interacts with their socio-economic and cultural environments to achieve their goals is a key advantage in today's society. An in-depth understanding of consumer behaviour underpins all marketing activities, service provisions and policy formulation. It is vital to the profitability and success of any business venture, service provider, policy think-tank or trade organisation, in the corporate, public or voluntary sectors throughout the world.

Year 1

Compulsory Modules
Economics 1
Economics 2
Introduction to Management
Introduction to Marketing
Qualitative Research Methods
Quantitative Methods 1
Applied Project (on Consumer Trends)
Perception and Learning
Cognition and Applied Psychology
Developmental and Social Psychology
Career Management Skills

Optional Modules
Options from a list drawn from across the University including but not limited to Psychology, Management, E-Business, Politics, Philosophy, Food Science and the Institution-Wide Language Programme.

Year 2

Compulsory Modules
Consumer Behaviour
Economics 3
Marketing Management
Consumer Research Methods
Quantitative Methods 2
Consumer Research Group Project 1
Social Psychology
Plus a choice of two modules from the following:
Applied Psychology
Cognition 1
Cognition 3
Development Psychology

Optional Modules
Options from a list drawn from the School and across the University

Final Year

Compulsory Modules
Marketing Strategy
Consumer Research Group Project 2
Consumer Policy
Advertising and Branding
Contemporary Issues in Consumer Behaviour
Individual Project
PLUS one optional module in Psychology from final year or from the Year 2 list that was not taken in Year 2.

Optional Modules
Options from a list drawn from across the University. In final years, students have the flexibilty to 'pick and mix' to either develop their specialisation further, change focus and broaden their expertise or simply investigate other areas of interest.

For more subject information please go to:
www.rdg.ac.uk/Study/Departments/ug-ConsumerBehaviourMarketing