MSc Applied Marketing Science

The modern day marketing environment is changing and as a result, so are the skills marketers need to succeed. Marketing has become a truly interdisciplinary subject and in order to succeed marketers now need an understanding of topics as diverse as strategy, psychology, media, design, computer programming, statistics and even product design. Every time a consumer clicks on a website or uses a loyalty card retailers generate data. Yet this data will be meaningless unless marketers understand both statistics and programming to help them find the hidden meaning. Or maybe, a marketer has an amazing idea to redesign their product’s packaging. However, in order for the design to work, they’ll need a good understanding of Consumer Psychology to predict how consumers will interact with it along with skills in photoshop and prototyping to turn their vision into a reality.

While the marketing environment has changed, the way we train marketers hasn’t. Most marketing degrees are taught by business schools and focus mainly on strategy. However, this course is one of the first truly inter-disciplinary marketing courses, where you’ll have the option to study modules from Psychology, Business, Product Design, Media and Engineering; ensuring you have the practical skills you’ll need for the modern market place.

COURSE DESCRIPTION

EVERYTHING YOU NEED TO KNOW

For far too long, university courses have concentrated on developing the next generation of academics; training students with the skills they need to complete a PhD. A noble endeavour, but not very useful if you want to become a marketer and work in industry. Consequently, this course emphasises the practical skills that companies expect their marketers to have.  When designing the modules for this course, we analysed over 50 different job specifications for junior and intermediate marketing roles, looking to see what essential and desirable skills companies look for.

Understanding theory is one thing, but putting it into practice can be quite another. It doesn’t matter how many textbooks or journal articles you read, sometimes things don’t quite go to plan. That’s why we believe that it’s important that students have the opportunity to put their skills and knowledge into practice by working for real companies and clients.   As part of this programme all students will complete at least one consultancy project, working with a real client, with the option of more.

In the Applied Consumer Psychology module, all students act as a consultant Consumer Psychologist, tackling a research brief set by a genuine commercial client. In previous years, students have worked on projects for companies including: Tesco, Unilever, and Cadburys, and have explored topics as diverse as: testing and developing new product packaging, designing new store layouts, and redesigning brands’ websites. However, unlike traditional market research, these projects seek to explore the psychology that drives consumer behaviour. In addition to using more typical questionnaires, focus-groups or interviews, students are given the opportunity to collect data using a range of different data-collection techniques including eye-tracking, facial tracking and computer- or web-based experiments.

Although the course will feature lectures, we believe that the best way to learn is by doing. As well as completing a compulsory consultancy module you’ll also have the choice to complete a number of applied modules which feature extensive practical sessions and clear links with industry. In previous years we’ve sent our students to Queretaro, Mexico to work alongside architects, town planners, social scientists and engineers to help the local authority rejuvenate the town centre. Our students have also redesigned the product packaging for one of the UKs leading cat litter brands and developed behaviour change interventions for the NHS.

As well as weekly lectures students will have weekly seminars and workshops where your skills will be mentored and developed.  Depending on your module choices this could include working in the Graphics Computer Labrotory where we’ll work on developing your graphic skills. Or if you choose to study the MEng project you’ll have access to the Fab lab where you’ll be able to turn your ideas for new product packaging ideas into a physical reality.

Students studying this course are required to complete two core modules, Consumer Psychology: Theory, and Applied Consumer Psychology. (Full details of these modules can be found in the module specification at the bottom of this page.) However, as well placing a clear focus on Consumer Psychology, the course aims to train students with the practical skills you need to be a marketer in the 21stcentury. Yet as marketing is a diverse discipline you can choose to focus on the skills that most interest you. So if you’re thinking about a career in market research you can choose to study modules such as: Advanced Statistics, Marketing Analytics and Computer Programming. If you’re more creative and would prefer to work in product development or advertising you can choose to study modules specialising in: Prototyping, Adobe Photoshop and Illustrator. Modules that students can choose to study include:

  • Nudges and Behaviour Change (Introduction to Behavioural Economics)
  • Marketing Strategy
  • Psychology Disciplinary Elop* (an interdisciplinary project where psychologists work with engineers, architectures and social scientists to tackle genuine problems faced by cities around the world)
  • Practical Programming (Introduction to Computer Programming)
  • Advanced Research Methods (Advanced Statistical Analysis)
  • MEng Team Projects (Introduction to Prototyping and Manufacturing)
  • Applied Digital Graphics (Introduction to Photoshop, Indesign and Illustrator)
  • Design Thinking – Process and Facilitation
  • Design Thinking – Strategy
  • Finance for Managers

To view the full list of modules offered this year click here, and to find out more about the individual modules why not look at the module specification and timetable at the bottom of this page.

Module listings are for guide purposes and are liable to change.

The final part of the course is the dissertation. This is an extensive research project where students choose to explore a topic that they find particularly fascinating. Students work closely with their supervisor, who is an expert in this area, to plan, design and conduct their research. Students will have access to a range of different research laboratories at Bangor University to conduct their research including: The Laboratory for Advanced Marketing Psychology, Laboratory for Psychological Sciences, and the Social Brain in Action Laboratory.

At the end of the project students present their research at the Masters Student Conference in Bangor. This conference is open to all students studying Psychology at Bangor University, and a number of companies who work in the field of Consumer Psychology and Marketing are invited to attend. This gives students the opportunity to present their research to both academics and business practitioners.

Unlike many university courses, which are taught by academics that have no experience outside of academia, all of the teaching team on this course have practical experience either working in marketing, consumer psychology, product design or engineering. With over 160 years’ worth of experience, the teaching team have worked with a diverse range of clients. This includes Fast Moving Consumer Goods (Unilever, Procter & Gamble, Walkers), the largest supermarkets found in the UK (Tesco, Aldi, Iceland), as well as being regular contributors to both the BBC and Sky News.

Not only do the teaching team regularly undertake consultancy work for companies but also a number of staff have permanent positions as scientific advisors for both advertising agencies and shopper research agencies. Members of the teaching team are Chartered Psychologists, as well as being activie members of the Society for Consumer Psychology and the Association for Consumer Research.

The teaching team is:

Bangor University has some of the latest research equipment which is exactly the same as you’ll end up using in industry after you graduate. This includes everything from the latest computer software ranging from graphical packages (Adobe Photoshop, Illustrator & InDesign ), to statistical packages (SPSS and ‘r’). However, depending on the modules you choose to study you’ll also be given advanced training in more specialist equipment. For example, if you choose to complete the engineering team project, you’ll study in Pontio Innovation where you’ll have access to and training to use: 3D Printers, CNC Milling Machines, Sublimation printers, Computer Controlled Embroidery Sewing Machines. This will enable you to design and manufacturer prototype packaging designs, Point of Sale (POS) displays, and creating new products.

If you’re more interested in market research, The School of Psychology and the Laboratory of Consumer Psychology has some of the latest and most sophisticated  research equipment available to psychologists in the UK.  So rather than just asking consumers how they think they will behave after seeing an advert our researchers can accurately measure consumers’ physiological changes using our Philips 3T Achieva MRI scanner, five Electrophysiology (EEG) laboratories, and the Tobii eye-tracking equipment. To find out more about our equipment take a look at the ‘our toys’ page.

While your degree is important, there is more to university than just a degree. We want you to leave Bangor with a CV full to bursting. Consequently, we organise numerous extra-curricular opportunities to help you stand out in the job market. For example, for the last two years students from psychology have received a full scholarship to complete a summer internship at the European Business School: Paris. Our students also regularly compete (and have won) numerous business competitions including: The Chartered Institute of Marketing’s The Pitch, Flux Business Planning Competition, IBM’s Universities Business Challenge, and the Virgin Lifestart Challenge. We also believe that while at university it’s important for you to develop and build up your professional network.  So each year we take our students to numerous marketing and behavioural science conferences including ‘Marketing Week Live’ and Nudgestock.

LEARNING FORMAT

A range of lectures, seminars and tutorials delivered by academic and business experts

EXAMPLE MODULES

Consumer Psychology Theory, Nudges & Behaviour change, Marketing Strategy

ENTRY REQUIREMENTS

A 2(ii) or higher in Psychology or related degree.

DURATION & DATES

Course lasts 12 months starting September. Applications throughout year.

FURTHER DETAILS

Other essential information to help you make the right choice

Teaching, Learning and Assessment

Teaching occurs via a range of lectures, seminars, and workshops delivered by both leading academic experts in the university and business experts who specialise in topics as diverse as: market research, copy writing and advertising. This allows students the opportunity to understand both the academic content and also see the challenges of working in industry – something that no textbook can convey!

Students will be assessed using a wide range of different assessment methods. Although these include some of the traditional methods, including essays, exams, and dissertations, we recognise that virtually no one is required to write an essay in the workplace. Consequently, we include a number of assessment methods that replicate the type of tasks that consumer psychologists are required to do in the workplace. This includes: management reports, commercial proposals, prototyping, blogs, oral presentations, interviews and the creation of a commercial portfolio.

Requirements for Entry.

Entry on to this degree requires a 2(ii) (60% or higher) in a relevant subject (for example: Psychology, Business, Marketing, Consumer Behaviour, Retail Science, Product Design etc.). However, candidates achieving between 60% and 65% will be considered with supplementary evidence of research and applying principles of consumer behaviour, product design, and media skills to the business environment.

If you don’t have relevant academic experience but you have an equivalent professional qualification or relevant work experience, you will also be considered. For example, if you’ve practical experience working in an advertising agency or have completed the CIM postgraduate Diploma in Marketing, you are likely to be accepted. Applicants are judged on their individual merits, where work experience and other factors are also considered. If you’re not certain that you quite meet the minimum requirements or if your experience is relevant, feel free to contact Gareth Harvey, the Course Director.

If you have any questions about entry requirements, how to apply or the course you are interested in please do not hesitate to contact either Gareth Harvey, the Course Director on +44 (0)1248 382039 or  Bethan Pentith, Postgraduate Admissions Officer on +44 (0)1248 388453 or by emailing [email protected]. We look forward to hearing from you.

Course Duration and When to Apply.

The course starts in September and lasts for 12 months. The University will accept applications throughout the year, but we would generally advise that you send in your application form by the end of June to ensure that you have time to make any funding and/or accommodation arrangements, and for documents such as transcripts and references to be obtained if not submitted with the application. This will also give you more time to meet any conditions we may potentially attach to an offer.

Next Intake: September 2019

WHAT PEOPLE ARE SAYING ABOUT THE COURSE:

COURSE FEES

All fees are correct for 2019/20

Deluxe Study Pack £ 11,600
This includes everything featured in the standard course plus a bonus study pack featuring:
  • Two years' membership to the Society for Consumer Psychology
  • All core psychology textbooks needed for the course
  • A personal Consumer Psychology library, featuring a mixture of academic and popular science books.
Standard Course £ 11,250
This is our basic package & includes:
  • All lectures & seminars
  • Full Access to our virtual learning enviroment
  • A dedicated personal tutor
  • Membership of over 150 student clubs & socities
  • Access to four different libraries.
  • Access to the student support service.
  • All exams & assesement fees.
Study Part Time £ 1,250 per 20 credit module
If you already work in marketing you can choose to study this course part-time, studying over two or three years. Lectures and seminars will still occur in Bangor, but classes will be scheduled so you only need to attend lectures on one or two days per week.

If you are interested in studying part-time or have any questions about how this might work please contact Gareth Harvey.
Deluxe Study Pack £ 15,850
This includes everything featured in the standard course plus a bonus study pack featuring:
  • Two years' membership to the Society for Consumer Psychology
  • All core psychology textbooks needed for the course
  • A personal Consumer Psychology library, featuring a mixture of academic and popular science books.
Standard Course £ 15,500
This is our basic package & includes:
  • All lectures & seminars
  • Full Access to our virtual learning enviroment
  • A dedicated personal tutor
  • Membership of over 150 student clubs & socities
  • Access to four different libraries.
  • Access to the student support service.
  • All exams & assesement fees.
Study Part Time £ 1,722 per 20 credit module
If you already work in marketing you can choose to study this course part-time, studying over two or three years. Lectures and seminars will still occur in Bangor, but classes will be scheduled so you only need to attend lectures on one or two days per week.

If you are interested in studying part-time or have any questions about how this might work please contact Gareth Harvey.

£15,150

Standard Course plus Deluxe Study Pack

This covers all tuition fees plus a bonus study pack. This includes two years' membership to the Society for Consumer Psychology, all core psychology textbooks and your own private Consumer Psychology reference library, including a mixture of academic and popular science books.

£14,800

Standard Terms

This includes all your tuition fees for the course. International tuition fees are for 2018/19

£1,850

Part Time Study

Pay my module. This degree can be studied part time over three-years. International tuition fees are charged per module for 2018/19

SUPPORTING RESOURCES

Documents available for download in relation to this course