MSc Consumer Behaviour

The MSc Consumer Behaviour equips you with a comprehensive grounding in approaches to understanding consumer preferences, judgements, decision-making and behaviour. You will learn how to use this knowledge to improve organisational strategy and success, in terms of targeting, product placement, advertising, marketing, influencing and protecting consumers.

The programme aims to enhance your employability by fostering the development of the real-life and job-relevant competencies and skills that are required to succeed in today's competitive job market. You will be provided with the strong knowledge base and hands-on research experience needed for succeeding in careers such as marketing, media, communications, advertising, consumer research, consumer insight, entrepreneurship, and public relations.

You will develop the skills necessary to conduct independent research and to understand:

• the psychological and cultural processes underlying consumer behaviour
• the psychology of consumer preferences and choices
• psychological theories of attitude change, persuasion, and influence
• the psychology and strategy of branding
• how to create and sustain customer experience
• behavioural economics (including the psychology of pricing)
• the psychological impact of various types of media and advertising

The Institute of Management Studies at Goldsmiths benefits from staff who conduct high impact, applied research and who have excellent links with industry. For example, for the past two years, students of the module Consumer Behaviour have been working on research projects led by Ivan Korolev, Product Insight Manager at Converse. Recent speakers in our Innovation Case Studies series have included fashion designer Sir Paul Smith, 'city super woman' Nicola Horlick, and editor of Monocle Tyler Brûlé.

The MSc Consumer Behaviour contributes to and strengthens Goldsmiths’ reputation as being one of the premier institutions of its kind in the United Kingdom.