University of Reading

MSc Consumer Behaviour provides global insights into evolving consumer behaviour concepts, through the application of theory and practice via external client projects. You will learn with the aim of developing skills valued highly by employers. This degree is suitable for graduates from both business and non-business backgrounds as the course is designed to transform graduates from all undergraduate backgrounds into competent consumer centred professional. Understanding the behaviour of consumers and building strategies around this knowledge is increasingly vital in the modern world. This course will give you both the theoretical knowledge and practical experience to advance into a career, or broaden the possibilities of an existing one. You will gain an understanding of the theoretical underpinnings of consumer behaviour and the history of consumer culture in relation to all kinds of goods and services, from low involvement FMCG to high end luxury goods, and how they are variously used and disposed of by consumers. You will also gain genuine practical experience involving professional, group and individual led problem based assignments to be delivered to an industry client. These will be supported with cutting edge consumer behaviour centred modules. During the course, you will gain an understanding of the consumer related challenges faced by a variety of different organisations, from start-ups and non-profits through to larger organisations. The breadth of experience this course offers will give you an excellent, practical understanding of modern consumer-facing challenges including sustainability, ethics, environmental concerns and behaviour change. In addition to the practical and theoretical value which you will gain from this degree, the nature of the work will raise your visibility with an array of external organisations. This is an excellent opportunity to network and build relationships which can expand your career possibilities. **Careers** Consumer behaviour is a growing field - in an increasingly competitive market, every organisation needs to understand how the customer is going to react and respond. This means that the demand for people with qualifications such as this will continue to grow. You will be able to provide consultancy and strategy for national and international companies, as well as smaller interests looking to expand. You can advise start-ups and entrepreneurs, or use your knowledge to start a business yourself. The applications of this degree are not limited to the private sector: charities, universities and public bodies need the insights which you will be able to provide. Government in the UK and abroad also need consultants to help them understand trends which will affect their ability to govern. **Modules** - Consumer Behaviour: Concepts and Theories - Contemporary Issues in Consumer Behaviour Marketing - Consumer Attitudes - Nudging and Behaviour Change - Research Methods - Individual Capstone Project