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CHOOSE A SUBJECT
2022/23
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MSc Consumer Behaviour

  • Year of entry
    2023/24
  • Course duration
    Full Time:  12 months Part Time: 24 months
  • Year of entry
    2023/24
  • Course duration
    Full Time:  12 months Part Time: 24 months

Become an expert in consumer behaviour with this career-focused MSc Consumer Behaviour master’s degree.

This programme will guide you to the forefront of consumer-centred business philosophy and prepare you to lead in an ever-competitive and complex world. Whether you work for a global organisation, SME or non-profit organisation, we aim to provide you with an experience that will encourage new and innovative understanding of the consumer-led markets that organisations work in.

This degree is suitable for graduates from both business and non-business backgrounds, and was designed to transform graduates from all undergraduate backgrounds into competent consumer-centred professionals. It includes theoretical and practical components, and aims to raise your visibility with an array of external organisations.

Choose MSc Consumer Behaviour at the University of Reading

You will:

  • join the highest-ranking UK university for Agriculture and Forestry (QS World University Rankings by Subject 2022 - Agriculture & Forestry). We’re ranked 11th in the world, and are the only UK university in the top 50.
  • embrace the latest consumer behaviour thinking, and gain the skills knowledge and understand you need to move your organisation forward.
  • problem-solve internal and external client-led projects, facilitating active learning throughout your studies.

Joining this programme means you’ll also be joining the Graduate Institute of International Development, Agriculture and Economics in our School of Agriculture, Policy and Development, where we are committed to empowering change through our teaching and research. Our academics tackle some of the world’s most pressing issues across their respective fields of expertise, and our mission is to make a difference in the context of the United Nations’ Sustainable Development Goals. 

Your learning environment

Choose from a diverse range of modules that aim to give you the knowledge and skills you need to have an impact and be part of global change.

You can also choose to undertake an optional placement during the summer term.

Class sizes vary by module, but emphasis is always placed on good contact with lecturers.

Learning occurs across a variety of:

  • interactive learning methods
  • seminars
  • lectures
  • tutorials
  • participation in the classroom: debates, discussions
  • field trips.

You will also have opportunities for research, networking, and personal development, as well as access to modern study resources and employability support. We also offer study skills support that’s tailored to our School’s master’s students.

The Graduate Institute of International Development, Agriculture and Economics

As an MSc Consumer Behaviour student, you’ll be a member of the School’s Graduate Institute of International Development, Agriculture and Economics (GIIDAE).

GIIDAE attracts a diverse community of master’s students from more than 40 countries, and holds diversity, equality and high-quality teaching and learning as core values in its approach to education.

  • GIIDAE has an active scholarship programme. Visit our dedicated scholarships webpage for more information about scholarships, bursaries, and other sources of funding.
  • Visit the GIIDAE website for more information about the modules you can take during your degree.
  • Download a copy of the GIIDAE brochure, which tells you more about postgraduate study in our School.

Overview

Become an expert in consumer behaviour with this career-focused MSc Consumer Behaviour master’s degree.

This programme will guide you to the forefront of consumer-centred business philosophy and prepare you to lead in an ever-competitive and complex world. Whether you work for a global organisation, SME or non-profit organisation, we aim to provide you with an experience that will encourage new and innovative understanding of the consumer-led markets that organisations work in.

This degree is suitable for graduates from both business and non-business backgrounds, and was designed to transform graduates from all undergraduate backgrounds into competent consumer-centred professionals. It includes theoretical and practical components, and aims to raise your visibility with an array of external organisations.

Choose MSc Consumer Behaviour at the University of Reading

You will:

  • join the highest-ranking UK university for Agriculture and Forestry (QS World University Rankings by Subject 2022 - Agriculture & Forestry). We’re ranked 11th in the world, and are the only UK university in the top 50.
  • embrace the latest consumer behaviour thinking, and gain the skills knowledge and understand you need to move your organisation forward.
  • problem-solve internal and external client-led projects, facilitating active learning throughout your studies.

Joining this programme means you’ll also be joining the Graduate Institute of International Development, Agriculture and Economics in our School of Agriculture, Policy and Development, where we are committed to empowering change through our teaching and research. Our academics tackle some of the world’s most pressing issues across their respective fields of expertise, and our mission is to make a difference in the context of the United Nations’ Sustainable Development Goals. 

Learning

Your learning environment

Choose from a diverse range of modules that aim to give you the knowledge and skills you need to have an impact and be part of global change.

You can also choose to undertake an optional placement during the summer term.

Class sizes vary by module, but emphasis is always placed on good contact with lecturers.

Learning occurs across a variety of:

  • interactive learning methods
  • seminars
  • lectures
  • tutorials
  • participation in the classroom: debates, discussions
  • field trips.

You will also have opportunities for research, networking, and personal development, as well as access to modern study resources and employability support. We also offer study skills support that’s tailored to our School’s master’s students.

The Graduate Institute of International Development, Agriculture and Economics

As an MSc Consumer Behaviour student, you’ll be a member of the School’s Graduate Institute of International Development, Agriculture and Economics (GIIDAE).

GIIDAE attracts a diverse community of master’s students from more than 40 countries, and holds diversity, equality and high-quality teaching and learning as core values in its approach to education.

  • GIIDAE has an active scholarship programme. Visit our dedicated scholarships webpage for more information about scholarships, bursaries, and other sources of funding.
  • Visit the GIIDAE website for more information about the modules you can take during your degree.
  • Download a copy of the GIIDAE brochure, which tells you more about postgraduate study in our School.

Entry requirements

IELTS: 6.5 overall with no element less than 5.5 (or equivalent).

Entry requirements

Normally a good undergraduate honours degree (2:1 or above), or equivalent from a university outside the UK. Applicants who have relevant career experience are also welcome to apply.

Students may join immediately after their undergraduate degree, or after some years of employment to enhance career prospects by acquiring further skills. 
For a list of requirements by country, please visit our Country-Specific Information page.

Your personal statement

Your personal statement needs to demonstrate that you understand what the course is about, your motivation for studying, and what you would like to get out of your studies. You may reflect on paid or unpaid experience in the field to help support your personal statement.

Language requirements

Applicants may need to provide evidence of their ability to study in English (if required by UK Visa and Immigration). Our online list of English language tests and qualifications is routinely updated, so please check to see if you already have an acceptable qualification or test, and for the most recent changes to language requirements.

If you have any questions about your evidence of English language proficiency, please email pgadmissions@reading.ac.uk.

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.

  • Find out the English language requirements for our courses and our pre-sessional English programme

Structure

  • Year 1

Compulsory modules include:

X

Module details


Title:

Consumer Behaviour: Concepts and Theory

Code:

APME78

Convenor:

MS Sandra Preciado

Summary:

Adopt an integrative approach to consumer behaviour through the study and assessment of different models of consumer behaviour. Build a global understanding of the effects of contextual, personal, and socio-cultural influences on consumer behaviour. Gain an insight into the notion of the self as a core concept used to understand consumers and consumption. Identify specific issues related to the analysis of consumer behaviour and relate these factors to the development and success of marketing and business strategies. Learn through engagement with a range of examples and case studies.

Assessment Method:

Assignment 70%, Oral 30%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

X

Module details


Title:

Nudge and Behaviour Change

Code:

APME79

Convenor:

DR Anna Macready

Summary:

Over the past decade, the need to apply strategies to change behaviour for the benefit of society and future generations has become apparent, through numerous initiatives such as public health and sustainability campaigns. Integrating key perspectives in behavioural economics and psychology through lectures, case studies, group discussions and presentations, identify the major challenges and opportunities in behaviour change theory today and gain the knowledge and skills to become a leader in developing and utilising nudge and behaviour change strategies in practice.

Assessment Method:

Assignment 80%, Set exercise 20%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

X

Module details


Title:

Applied Consumer Behaviour Project

Code:

APME80

Convenor:

MS Sandra Preciado

Summary:

Build your confidence in teamworking and develop a strong problem-solving philosophy. Within teams, you'll work on a consumer behaviour related project set by a live company or organisation, which may be internal or external to the University, and produce a report in Case Study format. The project will be supported with professional consultancy tutorials and workshops, as well as a team building experience. Through further workshops (online and offline), you'll explore contemporary cases and theory developments in consumer behaviour, improve team building, and master Case Study writing.

Assessment Method:

Oral 20%, Report 80%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

X

Module details


Title:

Individual Capstone Project

Code:

APME81

Convenor:

MS Sandra Preciado

Summary:

Your Capstone Project is an opportunity to integrate and apply all you have learned to the design and implementation of a practical, hands-on project with a consumer behaviour focus. Select a project that will bring improvement to your current professional and academic sphere of influence, e.g. by addressing a problem at an external organisation or an issue that you may have encountered within your profession, institution, or organisation – something that needs a creative solution! With the support of a supervisor, you'll set out objectives, develop an appropriate methodology, analyse data, and identify an innovative but realistic solution in your final report.

Assessment Method:

Project 85%, Report 15%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

X

Module details


Title:

Human Motivation

Code:

APME82

Convenor:

DR Anna Macready

Summary:

Explore the theory and practice of human motivation, self-control, and self-regulation, and examine these concepts in relation to consumer behaviour in a variety of settings. Drawing on perspectives from a variety of fields including psychology, marketing, and consumer research, identify practical ways in which motivation may be enhanced.

Assessment Method:

Assignment 80%, Set exercise 20%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

X

Module details


Title:

Research and study skills for independent learning

Code:

IDM071

Convenor:

PROF Julian Park

Summary:

Identify the standards expected and develop the skills required to study and conduct research at postgraduate level. Through lectures, tutorials and coursework, learn how to demonstrate good academic practice in referencing source material; how to review academic literature; how to synthesise information and develop an argument; how to communicate information with clarity; how to select appropriate research methods and resources; and how to write academically in the context of coursework and dissertation research.

Assessment Method:

Assignment 70%, Oral 30%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Code Module Convenor
APME78 Consumer Behaviour: Concepts and Theory MS Sandra Preciado
APME79 Nudge and Behaviour Change DR Anna Macready
APME80 Applied Consumer Behaviour Project MS Sandra Preciado
APME81 Individual Capstone Project MS Sandra Preciado
APME82 Human Motivation DR Anna Macready
IDM071 Research and study skills for independent learning PROF Julian Park

Optional modules include:

X

Module details


Title:

Advanced Marketing

Code:

APME29

Convenor:

MR Nick Walker

Summary:

Develop a critical understanding of advanced marketing theory and practice through a series of engaging and interactive lectures along with a virtual Marketplace Simulation gaming activity. To successfully complete the game you will collaborate with colleagues to plan, expedite and track marketing/digital marketing plans driven by market research and intelligence produced in the simulated environment. A practical and useful course for students wishing to grow their understanding and experience of marketing.  

Assessment Method:

Assignment 60%, Set exercise 40%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

X

Module details


Title:

Consumer Behaviour and Food Marketing

Code:

APME59

Convenor:

DR Elena Millan

Summary:

Learn about and critically assess the theories for understanding and influencing changes in consumer behaviour, with a special focus on food products. Develop knowledge of consumer behaviour theories and models for understanding underlying purchasing mechanisms; identify a range of important factors which influence consumer behaviour; understand how marketing stimuli are calibrated to achieve different objectives; and analyse critically issues specific to food consumption behaviour. Learn through lectures, student-led seminar presentations on case-studies, applied consumer behaviour related assignments, and class discussions on key and suggested further readings.

Assessment Method:

Exam 50%, Assignment 50%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

X

Module details


Title:

Advertising and Branding

Code:

APME65

Convenor:

MR Edward Collins

Summary:

Explore the role of advertising and branding in contemporary society. You'll develop a critical understanding of brand management and advertising theory, and you'll investigate the role of integrated marketing communications (IMC) in creating strong brands in the consumer’s mind. You'll learn through a combination of traditional lectures, case studies, and group work. You'll be encouraged to participate throughout by sharing examples, answering questions, and presenting within your group.

Assessment Method:

Assignment 70%, Oral 30%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

X

Module details


Title:

Consumer Policy

Code:

APME66

Convenor:

MR Nick Walker

Summary:

Learn how globalisation, consumerism, and EU law have influenced the growth of the regulatory state in the UK and identify the changes in the theory and practice of regulation of consumer markets. Develop a sound theoretical framework, through market failure analysis and behavioural economics, to understand the rationales for consumer policy and techniques of regulation. Explore ways to empower and protect consumers when buying products and services in different sectors, e.g. in the case of unfair advertising, post-purchase quality problems, or health and safety issues. Learn through lectures, preparatory research, participation in class discussions, and groupwork on specific consumer ethics and policy issues and case studies.

Assessment Method:

Assignment 70%, Class test 30%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

X

Module details


Title:

Consumer, Producers, Markets and Trade

Code:

APME83

Convenor:

DR Garth Holloway

Summary:

Engage with the rigorous application of microeconomic reasoning underpinning the theory and practice of consumer, producer, market, and trade behaviour analysis. Examine the theories of these interlinked concepts and focus on the application of microeconomic tools to understand empirically observable consumer, producer, markets and trade phenomena. Work with case studies and research topics within which the module providers are internationally recognised. Explore key concepts of behavioural economics; reflect on the questions of risk, uncertainty, and choice; and discuss theoretical and practical issues surrounding international trade.

Assessment Method:

Class test 100%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

X

Module details


Title:

Communication and Innovation in Development

Code:

IDM066

Convenor:

DR Sarah Cardey

Summary:

Explore current ideas about the role of communication in technological and behaviour change in the context of social and economic development. Analyse theories of communication, learning, and behaviour change, and examine how these can be employed to design methods for supporting innovation in livelihoods. Learn through lectures, workshops, individual projects, selected readings, and case studies from around the world.

Assessment Method:

Assignment 100%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

X

Module details


Title:

Food Security and Development

Code:

IDM077

Convenor:

DR Samuel Poskitt

Summary:

Explore the complex, sometimes contentious, yet crucial relationship between food and global development. You will gain a broad but comprehensive understanding of the challenges and opportunities associated with producing, accessing and consuming food in different parts of the world.  

Assessment Method:

Assignment 60%, Report 40%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

X

Module details


Title:

Personal and Professional Development Programme for International Students

Code:

IDM089

Convenor:

DR Georgia Koromila

Summary:

GIIDAE is home to a large international learning community attracting students from around 40 countries each year – and as such is an outstanding example of a globalised educational experience. This module will provide specific support to international students for whom the masters course will be their first experience of living and studying in the UK. The course is designed primarily to further academic, personal and professional development in a friendly, relaxed and informal setting but also aims to ensure that international students learn about UK culture, develop a sense of ‘place’ by learning about Reading and its environs and provide support with the English language.

The module does not have any formal assessment but is recorded on student transcripts dependent on attendance / participation.

Assessment Method:

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

X

Module details


Title:

Communication Planning and Processes

Code:

IDM100

Convenor:

DR Sarah Cardey

Summary:

Explore the practical implementation of communication strategies and practices for social and behaviour change in social and economic development. You will learn how to design communication strategies and the principles for strategic use of communication in development interventions. Learn through lectures, workshops, individual projects, selected readings, and case studies from around the world.

Assessment Method:

Assignment 100%

Disclaimer:

The modules described on this page are what we currently offer. Modules may change for your year of study as we regularly review our offerings to ensure they’re informed by the latest research and teaching methods.

Code Module Convenor
APME29 Advanced Marketing MR Nick Walker
APME59 Consumer Behaviour and Food Marketing DR Elena Millan
APME65 Advertising and Branding MR Edward Collins
APME66 Consumer Policy MR Nick Walker
APME83 Consumer, Producers, Markets and Trade DR Garth Holloway
IDM066 Communication and Innovation in Development DR Sarah Cardey
IDM077 Food Security and Development DR Samuel Poskitt
IDM089 Personal and Professional Development Programme for International Students DR Georgia Koromila
IDM100 Communication Planning and Processes DR Sarah Cardey

These are the modules that we currently offer. They may change for your year of study as we regularly review our module offerings to ensure they’re informed by the latest research and teaching methods.

Fees

New UK/Republic of Ireland students: £10,500

New international students: £21,350

Tuition fee information

The fees listed are for full-time study, unless otherwise stated. Fee information will be confirmed in offer letters sent out to successful applicants. You can find further information, including information for part-time study, through our dedicated fees and funding page.

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.

The Graduate Institute of International Development, Agriculture and Economics also offers a number of scholarships.

Careers

Your MSc Consumer Behaviour degree will prepare you for work in marketing, communication and marketing research. The programme is also relevant if you’re interested in a career in public health and understanding consumer choices.

A wide variety of visiting speakers and field trips means you’ll have many opportunities for networking, while competitive internships, placements, and research dissertations provide opportunities to showcase your skills, undertake field research, or link with organisations in the development sector.

Take the next step


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Related Subjects


  • Consumer Behaviour
  • International Development and Applied Economics
  • Agriculture
  • Marketing

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