We live in a consumer-driven society. This BSc Consumer Behaviour and Marketing course enables you to understand how consumers think, and how this is essential to marketing and the formulation of policy.
It was one of the first of its kind in the UK, bringing together the disciplines of consumer behaviour, business and marketing, applied psychology and applied economics. You will be taught by specialists, including strong collaborations with staff from Henley Business School.
The University of Reading is ranked 16th in the UK for Marketing (Complete University Guide, 2020). While you study, you will have the opportunity to gain insights from outside speakers from industry.
An important part of the degree is a consumer-based market research project. You will work in groups alongside a real-life commercial or public sector client to develop a research proposal to address their business challenges.
In the final year, you will also work on a larger-scale individual project conducting applied research in an area that you’re passionate about. Recent projects have discussed consumer behaviour and marketing in relation to brands, globalisation, sport, viral advertising, gender, binge drinking, computer games, cosmetics, fashion, product placement, technology and food.
Placement
If you would like to complete a placement year between the second and final year, either in the UK or abroad, you should consider studying BSc Consumer Behaviour and Marketing with Placement Year. Organisations are increasingly looking to employ graduates with a comprehensive set of relevant knowledge and skills and this course offers an ideal opportunity to gain or build on existing experience. Recent students have undertaken placements with companies such as BMW, Microsoft, Disney, L’Oréal and Samsung.
While on placement, our students have undertaken activities as varied as conducting social media competitor analysis, brand development and working on developing communications strategies and sales. Successful selection for industrial placement is dependent on an excellent academic record as well as evidence of a high level of motivation.
For more information, please visit the Marketing website.
Overview
It was one of the first of its kind in the UK, bringing together the disciplines of consumer behaviour, business and marketing, applied psychology and applied economics. You will be taught by specialists, including strong collaborations with staff from Henley Business School.
The University of Reading is ranked 16th in the UK for Marketing (Complete University Guide, 2020). While you study, you will have the opportunity to gain insights from outside speakers from industry.
An important part of the degree is a consumer-based market research project. You will work in groups alongside a real-life commercial or public sector client to develop a research proposal to address their business challenges.
In the final year, you will also work on a larger-scale individual project conducting applied research in an area that you’re passionate about. Recent projects have discussed consumer behaviour and marketing in relation to brands, globalisation, sport, viral advertising, gender, binge drinking, computer games, cosmetics, fashion, product placement, technology and food.
Placement
If you would like to complete a placement year between the second and final year, either in the UK or abroad, you should consider studying BSc Consumer Behaviour and Marketing with Placement Year. Organisations are increasingly looking to employ graduates with a comprehensive set of relevant knowledge and skills and this course offers an ideal opportunity to gain or build on existing experience. Recent students have undertaken placements with companies such as BMW, Microsoft, Disney, L’Oréal and Samsung.
While on placement, our students have undertaken activities as varied as conducting social media competitor analysis, brand development and working on developing communications strategies and sales. Successful selection for industrial placement is dependent on an excellent academic record as well as evidence of a high level of motivation.
For more information, please visit the Marketing website.
Entry requirements A Level BBB | IB 30 points overall
Select Reading as your firm choice on UCAS and we will guarantee you a place if you achieve one grade lower than the published offer.
Typical offer
BBB
International Baccalaureate
30 points overall
Extended Project Qualification
In recognition of the excellent preparation that the Extended Project Qualification (EPQ) provides to students for University study, we can now include achievement in the EPQ as part of a formal offer.
BTEC Extended Diploma
DDM
English language requirements
IELTS 6.5, with no component below 5.5
For information on other English language qualifications, please visit our international student pages.
Alternative entry requirements for International and EU students
For country specific entry requirements look at entry requirements by country.
International Foundation Programme
If you are an international or EU student and do not meet the requirements for direct entry to your chosen degree you can join the University of Reading’s International Foundation Programme. Successful completion of this 1 year programme guarantees you a place on your chosen undergraduate degree. English language requirements start as low as IELTS 4.5 depending on progression degree and start date.
Pre-sessional English language programme
If you need to improve your English language score you can take a pre-sessional English course prior to entry onto your degree.
Structure
Compulsory modules include:
Code | Module | Convenor |
---|---|---|
AP1EE1 | Economics 2 | PROF Elizabeth Robinson |
AP1EM1 | Introduction to Marketing | MS Sandra Preciado |
AP1EE3 | Economics 1 | PROF Elizabeth Robinson |
AP1EQ3 | Qualitative Research Methods | DR Elena Millan |
AP1EX1 | Applied Project | DR Anna Macready |
AP1EQ4 | Quantitative Methods 1 | PROF Kelvin Balcombe |
AP1SB1 | Introduction to Management | DR Yiorgos Gadanakis |
Optional modules include:
Code | Module | Convenor |
---|---|---|
AP1EF1 | The UK Food Chain | MR Nick Beard |
AR1FOR10 | Forensic Anthropology and the Archaeology of Death [10 credit] | MRS Ceri Falys |
AR1FOR | Forensic Anthropology and the Archaeology of Death | MRS Ceri Falys |
CL1L1 | Latin 1 (C) | MRS Jackie Baines |
CL1G1 | Ancient Greek 1 | MRS Jackie Baines |
EC110 | The Economics of Climate Change | DR Stefania Lovo |
EC118 | Economy, Politics and Culture in the Roman World | PROF Ken Dark |
MM1F10 | Student Enterprise | DR Lebene Soga |
ML1IL | Introduction to Linguistics | DR Federico Faloppa |
PO1IRS | Politics: International Relations and Strategic Studies | DR Vladimir Rauta |
PO1ICD | Introduction to Contemporary Democracy | DR Christoph Arndt |
PO1INE | Inequality | DR Jonathan Golub |
PO1BRI | British Society | DR Dawn Clarke |
MT1CC | The Science of Climate Change | PROF Nigel Arnell |
MT11C | Introduction to Meteorology | DR Thorwald Stein |
PP1ML | The Meaning of Life | DR Luke Elson |
Compulsory modules include:
Code | Module | Convenor |
---|---|---|
AP2EM4 | Digital Marketing | MR Nick Walker |
AP2EQ1 | Research Methods and Data Analysis | DR Daniele Asioli |
AP2EQ4 | Quantitative Methods 2 | PROF Kelvin Balcombe |
AP2EX3 | Consumer Research Group Project 1 (Including Career Planning) | DR Elena Millan |
AP2EM1 | Marketing Management | MR Edward Collins |
AP2EE4 | Economics 3 | DR Daniele Asioli |
AP2EC1 | Consumer Behaviour | DR Elena Millan |
Optional modules include:
Code | Module | Convenor |
---|---|---|
AP2SB2 | Financial Management | DR Chittur Srinivasan |
AP2SB1 | Business Management | MR Philip Jones |
AP2EM2 | Food Retailing | MR Nick Beard |
AR2F17 | Forensic Archaeology and Crime Scene Analysis | PROF Mary Lewis |
AR2M8 | Medieval Europe: power, religion and death | DR Gabor Thomas |
CL2CGH | Greek History: Persian Wars to Alexander | PROF Timothy Duff |
ED2TS1 | Development of transferable skills through a school placement 1 | DR Caroline Foulkes |
ED2TS2 | Development of transferable skills through a school placement 2 | DR Caroline Foulkes |
CL2RO | Roman History: From Republic to Empire | PROF Annalisa Marzano |
CL2DR | Ancient Drama | PROF Barbara Goff |
MM270 | Practice of Entrepreneurship | DR Norbert Morawetz |
ML2STA | Society, Thought, and Art in Modern Europe | DR Athena Leoussi |
ML2GF | Science, perversion, and dream in global fantastic literature | DR Daniela La Penna |
ML2UNR | Unity, Nationalism and Regionalism in Europe | DR Athena Leoussi |
LS2LNM | Language and New Media | PROF Rodney Jones |
LS2LAT | Introduction to English Language Teaching | MRS Suzanne Portch |
PO2MIR | Modern International Relations | DR Joseph O' Mahoney |
PO2PWS | Politics of the Welfare State | DR Brandon Beomseob Park |
PO2THI | Political Thinking | DR Alice Baderin |
MT2CC | The Science of Climate Change | PROF Nigel Arnell |
PP2GP1 | Global Philosophy 1 | DR Shalini Sinha |
PP2HKW1 | Hume, Kant, and Wittgenstein 1 | DR Severin Schroeder |
PP2EA1 | Ethical Argument 1: Philosophy and How to Live | DR Luke Elson |
PP2MM1 | Meaning and the Mind 1 | DR Jumbly Grindrod |
PP2OID1 | Oppression, Inequality, and the Enemies of Democracy 1 | MR George Mason |
PP2IDR1 | Ignorance, Doubt, and Relativism 1 | DR Jumbly Grindrod |
PY2CN1 | Cognition 1 | PROF Philip Beaman |
PY2CN2 | Cognition 2 | PROF Philip Beaman |
Compulsory modules include:
Code | Module | Convenor |
---|---|---|
AP3EM1 | Marketing Strategy | MR Nick Walker |
AP3EC3 | Contemporary Issues in Consumer Behaviour and Marketing | DR Daniele Asioli |
AP3EM3 | Advertising and Branding | MR Edward Collins |
AP3EP4 | Consumer Policy | MR Nick Walker |
AP3EX3 | Consumer Research Group Project 2 | DR Elena Millan |
AP3EX5 | Independent Research Project | DR Anna Macready |
Optional modules include:
Code | Module | Convenor |
---|---|---|
AP3A64 | Human Resource Management | MR Philip Jones |
AP3EB3 | Supply Chain Management | MR Nick Beard |
AP3EB1 | Business Strategy | MR Edward Collins |
AP3EC2 | Consumer Attitudes | DR Giuseppe Nocella |
BI3EF7 | Urban Ecology | DR Phil Baker |
BI3BI8 | Neurobiology | DR Nandini Vasudevan |
GV3CC | Climate Change | DR Maria Shahgedanova |
GV3TRC | Tropical Rainforests, Climate & Lost Civilisations | PROF Frank Mayle |
GV3ESM | Ecosystems Modelling | DR Shovonlal Roy |
MM302 | Entrepreneurial Project | MR Keith Heron |
ML3IC | Identity and Conflict in Modern Europe | DR Athena Leoussi |
ML3LP | Language and Power | DR Federico Faloppa |
LS3IC | Intercultural Communications | DR Erhan Aslan |
LW3CRY | Criminology | PROF Paul Almond |
PO3FPT | Feminism and Political Theory | PROF David Marshall |
PO3USF | US Foreign and Defence Policy since 1950 | DR Graham O'Dwyer |
PO3IPE | International Political Economy | DR Jonathan Golub |
PY3ACT | Adaptive Control of Thought | PROF Philip Beaman |
PY3AV | Active Vision | DR Eugene McSorley |
PY3FPR | Face Perception and Recognition | DR Katie Gray |
PY3MPO | Motivation and Performance in Organisations | DR Amanda Branson |
PY3MS | Memory and the Self: Past, Present and Future | PROF Judith Ellis |
PY3TSP | Topics in Social Psychology | DR Emma Pape |
Fees
New UK/Republic of Ireland students: £9,250* per year
New international students: £17,320 per year
*UK/Republic of Ireland fee changes
UK/Republic of Ireland undergraduate tuition fees are regulated by the UK government. These fees are subject to parliamentary approval and any decision on raising the tuition fees cap for new UK students would require the formal approval of both Houses of Parliament before it becomes law.
EU student fees
With effect from 1 August 2021, new EU students will pay international tuition fees. For exceptions, please read the UK government’s guidance for EU students.
Additional costs
Some courses will require additional payments for field trips and extra resources. You will also need to budget for your accommodation and living costs. See our information on living costs for more details.
Financial support for your studies
You may be eligible for a scholarship or bursary to help pay for your study. Students from the UK may also be eligible for a student loan to help cover these costs. See our fees and funding information for more information on what's available.
Careers
This degree can lead to jobs in consumer marketing, branding, advertising and communications, customer services, public relations and market research sectors.
Potential employers include business consultancy and market research agencies, advertising and media companies, multinational/domestic food manufacturing companies, automotive companies, mobile telecommunications, beauty and personal products companies, financial institutions, retailers of all types, trade and consumer organisations, food industry organisations, government/civil service/trade bodies, and health and social services. Employers of our graduates include Mars, Waitrose, Microsoft, Mercedes, Unilever and Disney.
Consumer Behaviour and Marketing offers a diverse range of subjects for study. The range of modules to choose from really appealed to me - I could tailor my degree to my own interests. The different academic disciplines, as well as different teaching styles, helped me to develop my own opinions from a range of perspectives, which has been invaluable both in study and at work.