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 13th in the UK for Marketing (Complete University Guide, 2022). 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.
This course is recognised by the Chartered Institute of Marketing (CIM) through their Graduate Gateway, enabling graduates to receive exemptions from all but one module of the Certificate in Professional Marketing or Certificate in Professional Digital Marketing qualification, or exemptions from all but two CIM modules for the Diploma in Professional Marketing qualification or Diploma in Professional Digital Marketing.
If you would like to complete a one-year placement between the second and final year, either in the UK or abroad, our BSc Consumer Behaviour and Marketing with Placement Year degree is for you. 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 placement is dependent on an excellent academic record as well as evidence of a high level of motivation.
For more information about securing and completing a placement for your placement year, please visit our Important Information page.
For more information, please visit the Marketing website.
Consumer Behaviour and Marketing is a really broad course, encompassing marketing, business, psychology and economics, and it enables the uptake of many other modules of varying subject.