International Marketing and Consumer Psychology MSc

Queen Mary University of London

The MSc Marketing and Consumer Psychology programme is designed to teach a combination of critical, strategic, and methodological skills in marketing, with an emphasis on consumer behaviour, psychology and consumption culture. Students will learn how to develop customer orientation approaches to drive strategies and branding campaigns, as well as how to devise consumer relationships within digital environments.

Specialise in B2C marketing - marketing with a consumer orientation.

Learn from academics with expertise in consumer psychology, consumer culture, services marketing and online consumer behaviour.

You'll be taught to examine normative consumer behaviour concepts and consider their relevance to the Global South and non-western contexts.

The programme will build the following broad skills:

Ability to develop independent insights from research, concepts, and consumer psychology theories and apply these to real-world scenarios.

Ability to critically evaluate approaches and viewpoints on consumer behaviour, utilising analytical skills to assess the choices consumers make.

Ability to deal with complex and dynamic marketing challenges and innovatively apply consumer behaviour/psychology orientations to an international marketplace.

Ability to examine ethical marketing practices in terms of sustainability, consumer rights and choice orientations.

Knowledge of how to build consumer relationships ethically and with responsibility, in accordance with the changing regulatory environment.

Assessment

Learning outcomes are assessed using a mix of coursework, essays, projects, presentations and, in some cases, exams. There will be variation across modules, and some are wholly examined by coursework. Teaching staff will aim to provide students with constructive feedback on assessments.

Career paths

Graduates of this programme will be well-equipped to pursue roles in marketing-related sectors both in the UK and internationally, as the ability to use psychology to drive consumer engagement is sought within many marketing teams in public, private and third sector organisations. They may also wish to consider specialised roles in consumer research, customer insights or CRM communications.