The University of Reading offers three innovative and very distinct marketing degrees, all recognised by the Chartered Institute of Marketing (CIM) through their Graduate Gateway. This will enable graduates from these programmes to receive exemptions from all but one of the CIM Certificate in Professional Marketing modules. BSc Consumer Behaviour and Marketing offers students an in-depth understanding of the science of marketing, with a strong focus on the psychology behind consumer decision-making to inform marketing strategy and practice. BSc Food Marketing and Business Economics is a specialist programme enabling students to develop business and marketing skills in the context of the food industry. BSc Business and Management (Marketing) is a new programme pathway, which allows business students the opportunity to focus an increasing proportion of their study on marketing topics as they progress through their degree.
BSc Consumer Behaviour and Marketing, the first of its kind in the UK, brings together the disciplines of consumer behaviour, marketing, applied psychology and applied economics taught by world-leading specialists from the Department of Applied Economics and Marketing (School of Agriculture, Policy and Development), the School of Psychology and Clinical Language Sciences, and Henley Business School.
Consumer behaviour underpins all marketing activities and policy formulation. The ability to understand, interpret and predict consumer actions is therefore incredibly valuable in the working world. It is vital to the success of any business venture, policy think-tank or trade organisation in the corporate, public or voluntary sectors.
Our Consumer Behaviour and Marketing course reveals the science behind the promotion of products, services and ideas in all sectors. Understanding the psychology of consumers is key to this subject. You will understand the motivations, thoughts, feelings, decision-making and behaviours of target audiences. You will see how consumers interact with their social, economic and cultural environments to achieve their goals, and use your knowledge to devise effective marketing strategies.
BSc Food Marketing and Business Economics draws on the University's internationally recognised expertise in the food chain and its excellent links with industry. Based in the Department of Applied Economics and Marketing (School of Agriculture, Policy and Development), it benefits from close links with the Chartered Institute of Marketing's sector interest group for the food industry. The food industry is fundamental to us all, it is fast paced and constantly evolving, requiring well trained graduates.
Our degree combines training in the inter-related disciplines of business management, economics and marketing, with an opportunity to apply this knowledge to the wide variety of global and local challenges surrounding the food industry, giving you the skills needed to gain a career in the food industry or in the wider business world.
BSc Business and Management (Marketing) constitutes one of the subject pathways within the business and management programme delivered by Henley Business School. The first year of the programme provides a grounding in core areas of business, such as strategy, accounting, data analysis and, of course, marketing. In the second and final years, half of all modules will focus on marketing topics, with students able to specialise entirely on marketing in their final year if they wish. The programme also offers flexibility for those students whose interests (and career aspirations) evolve during the course of their studies. Students can transfer to another Business and Management programme during their studies.
All three courses offer a stimulating mix of academic knowledge and professional skills in subjects including: consumer behaviour, branding, digital marketing and the analysis of marketing data. All programmes can be taken over four years to include either a professional placement or a study abroad year. Students have access to dedicated professional careers support, and will be joining a thriving marketing community with social and professional events organised by student-led Marketing and Entrepreneurship Societies.