Understanding consumers is crucial for achieving success in any market. An MSc in Consumer Behaviour will provide you with the skills to understand consumer preferences, influences, decision making and behaviour in the buying process.
Why is consumer behaviour important?
Given the dynamic and ever-changing world we are living in, with an increasingly globalised marketplace and rapid advances in technology and communications, understanding why, how and what consumers buy is essential for effective marketing and management in all organisations be they business-to-consumer (B2C) or business-to-business (B2B) markets, profit orientated, not-for-profit, or government institutions.
Applicants should have an upper second-class honours degree (2:1) from a UK university, or an equivalent from an overseas institution, or an equivalent professional qualification.
Consumers in the Marketplace
Today we live in a consumer-driven society. This unit provides a firm foundation for the MSc Consumer Behaviour through reinforcing understanding of the basic principles of consumer behaviour and introducing some more advanced and contemporary concepts. The unit emphasises the importance of knowledge of B2C and B2B buying decision making processes as the underpinning of effective marketing strategies and plans and uses consumer insights to show linkages to marketing and branding concepts.
Consumer Services Marketing
Service businesses’ are people-centric. This unit builds a strategic understanding of consumer services marketing in B2C and B2B markets and their associated relationships and networks. Given the service sector is increasing in size and importance, the focus is on the application of services marketing theories and concepts to gain consumer insights and thus allow effective design, delivery and management of services that meet consumer expectations and enhance the service experience.
The Connected Consumer
Connectivity underpins social existence. This unit critically examines contemporary principles and practices of engaging with consumers through technological means and explores current trends in the digital field. It gives exposure to the issues and challenges of connecting with consumers in light of digital and interactive marketing theories covering both offline and online consumption. It aims to develop subject-specific and transferable skills to leverage contemporary technologies for effective analysis and productive decisions in relation to consumer-related theory and practice.
Consumer Culture Theory
Building relationships across consumption borders. This unit focuses on addressing the socio-cultural, experiential, symbolic, and ideological aspects of consumption. It explores consumption and the various choices made from differing positions including behavioural, social and cultural, rather than just psychological and/or purely economic. Coverage includes consumer identity projects, marketplace cultures, consumers’ interpretive strategies and different methodologies associated with consumer culture theory.
The Mindful Consumer
Mindful rather than mindless consumption is the future. This unit presents you with a range of frameworks for analysing complex and contemporary marketing issues relating to “mindful consumption”. Concerns that shape individual and organisational responses such as sustainability, environmental protection, human welfare, and provenance are explored through debate and dialogue with peers in the resolution of dilemmas, and resultant implications for marketing practise.
Consumer Market Research
Knowledge is key! This unit allows you to develop skills in the design, implementation and evaluation of consumer market research. The unit will encourage you to think critically about real world marketing challenges and develop and implement rigorous consumer market research in order to assist with marketing decision-making. All stages of the consumer market research process are covered from problem definition to the reporting of results.
Consumer Behaviour Dissertation
Your independent and creative contribution to CB! This unit provides you with the opportunity to undertake independent research into a consumer behaviour field of interest, and develop an in-depth understanding of a key consumer behaviour theory or research problem. Two different streams of work are permissible: 1) an academic dissertation, investigated through the collection and analysis of empirical evidence, or 2) a consultancy dissertation working with an organisation on a specific consumer behaviour related consultancy project.
Optional work experience
You will have the opportunity to undertake work experience as part of the dissertation unit, subject to interview and availability. The type of work being undertaken will be relevant to your course of study and will provide experience that informs your dissertation. Combining work experience with the dissertation aims to attach further practical context to the value of your learning experience.
Some of our Management Graduates are now undertaking roles such as;
Business Management Trainee
Head of Human Resources
Some of the companies that our Management Graduates are now working for are;
Bournemouth and Poole College
Dorset County Council
Dorset Health Care
Open Wide International Ltd
Space Engineering Services
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