Consumer Behaviour and Marketing

Course Title: Consumer Behaviour and Marketing

Programme Overview:
The Consumer Behaviour and Marketing programme at the University of Reading provides students with a comprehensive understanding of the psychological, social, and economic factors that influence consumer decisions and marketing strategies. Designed for aspiring marketing professionals, this programme combines theoretical perspectives with practical applications to equip students with the skills required to analyze consumer needs, develop effective marketing campaigns, and adapt to rapidly changing market environments.

Throughout the course, students will explore core areas such as consumer psychology, branding, digital marketing, market research, and strategic marketing planning. The programme emphasizes the importance of understanding modern consumer behaviour in an increasingly digital world, incorporating case studies and real-world projects to develop analytical and problem-solving skills. Students will learn how to interpret consumer data, identify emerging trends, and utilize innovative marketing tools to reach target audiences effectively.

The curriculum is structured to offer a balance between lectures, seminars, and practical workshops, fostering an engaging learning environment. Students will have opportunities to collaborate on group projects, participate in internships, and attend industry guest lectures, facilitating valuable networking and experiential learning. The programme’s multidisciplinary approach ensures that graduates are well-prepared to pursue careers in marketing agencies, retail, brand management, market research firms, and digital marketing consultancies.

The University of Reading’s strong links with industry partners and its focus on applied learning mean that students graduate with both theoretical knowledge and practical experience. The programme also emphasizes developing transferable skills such as communication, teamwork, and strategic thinking—essential attributes in today’s competitive job market. Additionally, students will engage with current research and contribute to discussions on ethical marketing and sustainability, aligning their learning with contemporary societal challenges.

By completing this programme, graduates will possess a sophisticated understanding of consumer behaviour dynamics and the marketing techniques necessary to influence and respond to consumer needs effectively. The University of Reading prepares its students to become innovative and strategic marketing professionals capable of making a positive impact within diverse global markets.

Year 1

Core modules include:

• Applied Project
• Applied Psychology
• Career Planning (APD students only)
• Cognition and Learning for Consumer Behaviour students
• Economics 1
• Economics 2
• Introduction to Management
• Introduction to Marketing
• Qualitative Research Methods
• Quantitative Methods 1

Optional modules include:

• British Society
• Developmental Psychology
• IWLP Language Module (details unspecified)
• Introduction to Contemporary Democracy
• Introduction to Neuroscience
• Perception
• Politics: International Relations and Strategic Studies
• Psychology at Work
• Reading Experience and Development (RED) Award
• Student Enterprise
• Student Tutoring
• Sustainability and Prosperity in a Globalising World
• The UK Food Chain
• Values and Virtues

Year 2

Core modules include:

• Career Planning (APD students only)
• Consumer Behaviour
• Consumer Research Group Project 1 (Including Career Planning)
• Economics 3
• Marketing Management
• Personality and Social Psychology 1
• Quantitative Methods 2
• Research Methods and Data Analysis

Optional modules include:

• Business Management
• Cognition 1
• Cognition 2
• Economics 4
• Financial Management
• Food Choice and Regulation
• Food Retailing
• IWLP Language Module (details unspecified)
• Internet Marketing
• Introduction to Neuroscience
• Neuroscience 1
• Neuroscience 2
• Personality and Social Psychology 2
• Practice of Entrepreneurship
• Typical and Atypical Development 1
• Typical and Atypical Development 2

Year 3

Core modules include:

• Advertising and Branding
• Consumer Policy
• Consumer Research Group Project 2
• Contemporary Issues in Consumer Behaviour
• Individual Project
• Marketing Strategy

Optional modules include:

• Behavioural Economics
• Business Strategy
• Consumer Attitudes
• Effectual Entrepreneurship
• Entrepreneurial Project
• Food Product Development
• Human Resource Management
• Motivation and Performance in Organisations
• Nutritional Psychology
• Self Control
• Sensory Evaluation of Food
• Social Cognition
• Social Enterprise
• Supply Chain Management

Entry Requirements typically include a bachelor's degree in a relevant subject such as business, marketing, psychology, or social sciences. Applicants are often expected to have a good academic record, generally at least a 2:2 (lower second class) honours degree or equivalent. Some programs may require relevant work experience or prior study in marketing or consumer behavior. Additionally, applicants might need to demonstrate proficiency in English, with acceptable scores in tests like IELTS (usually a minimum overall score of 6.5, with at least 6.0 in each component) or TOEFL. Personal statements highlighting interest and motivation in consumer behavior and marketing are also an important part of the application process. In certain cases, relevant professional experience may be considered in place of formal qualifications. For international students, supplementary documentation such as academic transcripts must be provided. The program may also involve an interview or assessment task for shortlisted candidates. Applicants are encouraged to review specific entry criteria for the year of application as requirements can be updated annually. The program aims to attract students with diverse backgrounds who demonstrate an interest in understanding consumer motives, shopping behaviors, and market trends through qualitative and quantitative research methods. Prior knowledge of marketing principles, research methodologies, and data analysis software could be advantageous but is not always essential. The overall aim is to admit students with strong analytical skills, creative thinking, and a genuine interest in the dynamic field of consumer marketing.

The University of Reading offers various financing options for students enrolled in the Consumer Behaviour and Marketing programme. Tuition fees vary depending on the student’s nationality and residency status. For UK students, the typical fee is approximately £9,250 per year. International students can expect higher fees, usually around £17,000 to £20,000 annually. These figures are subject to change annually and should be verified through the university's official website prior to application.

Funding opportunities include government student loans, scholarships, and bursaries. UK students are eligible to apply for student loans through the Student Loans Company, which can cover tuition fees and provide maintenance loans to support living costs. International students are encouraged to seek scholarships offered specifically for international students by the University of Reading or external funding bodies. The university provides a range of merit-based scholarships and need-based bursaries designed to reduce the financial burden for eligible students.

Additionally, students are advised to explore external funding sources such as governmental grants, private scholarships, and sponsorship programs from corporations interested in marketing and consumer behaviour research. Some students may also consider part-time employment opportunities available on campus or nearby, which can help offset living expenses and provide valuable work experience.

It is important for prospective students to consider the overall costs associated with studying, including accommodation, travel, textbooks, and personal expenses, which can significantly add to the financial requirements. The university’s Student Finance team provides comprehensive guidance and resources to help students plan their finances effectively. Students are encouraged to apply early for financial aid to ensure eligibility and to maximize the available support.

In summary, financing a degree in Consumer Behaviour and Marketing at the University of Reading involves understanding the tuition fee structures, exploring scholarship opportunities, applying for government loans where applicable, and planning for living costs. The university is committed to assisting students in securing financial support through various formal and informal channels.

The Consumer Behaviour and Marketing programme at the University of Reading is designed to equip students with a comprehensive understanding of the psychological, social, and economic factors that influence consumer decisions and purchasing patterns. This multidisciplinary course combines core principles of marketing, psychology, and data analysis to prepare students for a dynamic career in the marketing industry. Throughout the programme, students explore topics such as consumer decision-making processes, branding strategies, digital marketing, market research, and the impact of cultural and societal influences on consumer behaviour. The curriculum emphasizes practical skills, including data collection and analysis, campaign development, and strategic planning, supported by opportunities for real-world applications through projects, internships, and case studies.

The university’s strong links with industry partners ensure that students gain insights into current market trends and challenges, fostering employability and industry readiness. Classes are taught by experienced academic staff and practitioners, combining theoretical foundations with practical insights. The programme typically includes modules like Introduction to Marketing, Consumer Psychology, Digital Marketing Strategy, and Market Research Methods, designed to build critical thinking and analytical skills. Students are encouraged to develop a global perspective on consumer behaviour, considering diverse markets and cultural contexts, which is essential in today’s interconnected world.

The programme concludes with a dissertation or research project, allowing students to investigate a specific aspect of consumer behaviour or marketing in depth. Various career paths are available to graduates, including roles in market research, brand management, digital marketing, advertising, and consumer insights analysis. The University of Reading’s vibrant campus, extensive library resources, and career services provide additional support to students throughout their studies. Overall, this programme aims to develop well-rounded marketing professionals who can adapt to and shape the future landscape of consumer markets.