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How you'll learn – University of Reading

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  • Core skills and techniques

    Learn through varied study methods and research work

How you'll learn

Get the skills the industry needs. Our marketing programmes are designed in collaboration with our industry partners to ensure graduates meet the sector's requirements.

Consumer preferences are continually changing. Our programmes help you to acknowledge the importance of consumer demand and its effects on the industry. Additionally, our modules are developed to aid your understanding of what influences consumer demand – and how it changes over time.

You will also have the flexibility to tailor your course to your interests, and select optional modules within other areas at the University, such as Henley Business School, the Department of Psychology, and the Department of Food and Nutritional Sciences. Both programmes provide the foundations for learning, but the diversity of optional modules available to you will increase the breadth of your understanding.

“The range of modules to choose from really appealed to me, where 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 was invaluable both in study and at work.”

Sarah Leach, BSc Consumer Behaviour and Marketing

Work on projects for real clients

Because of our extensive industrial links, both of our marketing programmes give you the opportunity to work – with support – on real projects for companies such as Sainsbury's, Hotel Chocolat and Procter & Gamble.

Put theory into practice and experience working with clients as you gain an understanding of the real issues faced by the industry today, and the options available to marketers to help address their needs.


Our academics and researchers influence government policy, new innovation and product development.

In the latest Research Excellence Framework (REF 2014), 98% of our research was found to be of international standing.

When transferred to a teaching environment, our research excellence enables students to develop similarly excellent research skills that are highly regarded by employers.

Connect our research to your studies

Because our staff are actively engaged in world-class research, we tailor our teaching to reflect changing trends and emerging technologies within the sector.

Learn from our internationally-recognised experts in areas that include marketing and consumer behaviour, business management and strategy, economics, and food and consumer policy.

You will also have opportunities to be part of this research. For example, during your final-year research project you can choose a topic of interest related to our work and conduct your own in-depth research. You can also participate in a summer placement through the Undergraduate Research Opportunities Programme (UROP). 

Study in modern Education facilities

Reading's ongoing investment in high-quality teaching and learning facilities includes extensive resources, from libraries and computing to laboratories and wireless networking.

Our modern building features lecture theatres, student PC rooms with printing facilities and dedicated study space. In addition, you will have access to our undergraduate common room with study and social space and a café.

Located at the centre of our campus, the Library is open 24/7 during term time and contains more than a million volumes in addition to online databases and journals. It comprises a study area, group study rooms, PC suites, photocopying facilities and a café.

Across campus you will have 24-hour access to PC facilities and wireless internet use. Email, file storage and library access are provided to all students and many resources are available from anywhere, including via mobile devices, allowing you to study when and where it suits you. Interactive online tools, including our virtual learning environment, provide you with study resources and learning materials.

Focus on BSc Consumer Behaviour and Marketing

Our Consumer Behaviour and Marketing programme combines consumer behaviour science with marketing practice in a unique way.

You will learn how to understand, interpret and predict consumer actions – an extremely valuable tool in today's customer-driven environment.

Understand the motivations, thoughts, feelings, decision-making and behaviours of target audiences, and see how consumers interact with their social, economic and cultural environments.

This is a multi-disciplinary programme: a wealth of expertise is drawn from across the University, including the School of Psychology and Henley Business School, and covers branding, advertising, marketing research and marketing strategy.

Consult the School of Agriculture, Policy and Development's module descriptions page to find out the detailed content of our modules.

Focus on Food Marketing and Business Economics

Very few institutions focus specifically on food marketing, and even fewer combine the practice of food marketing with business, management and economics.

This unique blend will provide you with key knowledge in these three inter-related disciplines.

Additionally, our excellent links with the Chartered Institute of Marketing's Food, Drink and Agriculture Special Interest Group, as well as relevant businesses through its Food Business Projects Scheme, ensures that you acquire important hands-on experience and the ability to apply your learning to real-life situations.

Consult the School of Agriculture, Policy and Development's module descriptions page to find out the detailed content of our modules.



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