We live in a consumer-driven society. This 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 world-leading specialists, including strong collaborations with staff from the departments of Psychology and Food and Nutritional Sciences.
The University of Reading is ranked 11th in the UK for Marketing (Complete University Guide, 2018). 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. You will also work on a large-scale individual project conducting applied research.
In the final year, your dissertation enables you to study an area that you’re passionate about. Recent dissertations 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.