MSc Consumer Psychology with Business

The MSc in Consumer Psychology with Business is our flagship programme. This degree aims to prepare students for a career within Consumer Psychology and the associated fields of behaviour change, advertising, market research and more general marketing roles. The course has been designed by academics at Bangor University working alongside Consumer Psychologists from two of the leading Consumer Research Agencies in the UK (Shopping Behaviour Xplained and Decide) to ensure that our graduates have all of the necessary skills to succeed in industry after they graduate.

COURSE DESCRIPTION

EVERYTHING YOU NEED TO KNOW

The first part of the course focuses on ensuring students have an excellent theoretical knowledge of Consumer Psychology and so in the first semester two of the three modules focus specifically on Consumer Psychology. Students will explore classical psychological concepts and how they relate to the consumer domain. For example, what is the psychology behind how a consumer makes a purchase decision? What motivates consumers to buy one product and not others? Why do certain advertisements attract our attention? How do consumers learn a marketing message, and how can we use our knowledge of memory and learning to create more effective advertisements?

The course also investigates exciting new developments being made in behavioural economics. We look at how the science of “nudges” influence consumer purchase decisions. For example, how the type of flooring in a shop can influence the way consumers move around or why limiting the number of choices presented to consumers can increase sales by 30%.

Unlike most masters’ degrees, students do not just learn the theory, but they are also given the opportunity and support to put their skills and knowledge into practice. As part of this degree you will complete a consultancy module, where you will act as a consultant Consumer Psychologist. Under the supervision of a professional consumer psychologist, students manage and tackle a genuine research brief provided by a 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.

In addition to working on their own consumer psychology research project, the students also get the opportunity to work as a consultant on all the other student projects.  This “meta-consulting” approach ensures that at the end of their training our graduates have worked on a very wide range of projects and have experience with many techniques and psychological theories/approaches within the consumer domain.

As well being taught by academics in both the School of Psychology and Bangor Business School, the Consumer Psychology Department has excellent links with industry. Consequently, the course features numerous guest lectures delivered by practitioners from a range of different fields including: advertising, market research, copy writing and branding. To find out about the guest lectures offered this year, take a look at the course timetable for the Applied Consumer Psychology module.

The final part of the course is the dissertation. This is an extensive research project where students choose to explore what 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.

Students studying this course complete three core psychology modules.

  • Consumer Psychology: Theory
  • Nudges and Behaviour Change
  • Applied Consumer Psychology

Full details of these modules can be found in the module specification at the bottom of this page. However, while this degree places a clear focus on Consumer Psychology, students are also given the opportunity to study a number of modules in the Bangor Business School. This enables students to understand traditional marketing philosophy and to see the links between the different approaches to studying marketing and consumer behaviour. Modules that students can choose to study include

  • Marketing Analysis
  • Marketing Strategy
  • Global Branding
  • International Marketing Communication
  • Consumers in Global and Digital Environments
  • International Marketing

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.

Unlike many university courses, which are taught by academics that have no experience outside of academia, all of the teaching team on this course are either practising consumer psychologists, business consultants or both. Over the last ten years, the teaching team has independently worked on projects for companies including: Aldi, Cadburys, Iceland, Kraft, Mars, Tesco, Procter & Gamble, Unilever, Walkers to name a few. The team are also regular contributors to both the BBC and Sky News, featuring on programmes ranging from the Today programme on Radio 4, to Don’t Get Done Get Dom. 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 active members of both the British Psychological Society (BPS), Society for Consumer Psychology and the Association for Consumer Research. The teaching team is:

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 adverts 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 about more about our equipment take a look at the ‘our toys’ page.

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.

Where Our Graduates Go

John Lewis Logo
Vodafone Logo
Unilever Logo
WPP Logo
Saatchi Logo
Playmobil Logo
Procter & Gamble Logo
Ogilvy Logo
Ogilvy Change Logo
Nielsen Logo
Nestle Logo
Milward Brown Logo
McKinsey Logo
Late Rooms Logo
Kraft
GlaxoSmithKline Logo
E-on
Tesco
Ellas
Coca Cola Logo
Carlsberg Group Logo
Brandbank Logo
BBC Logo
Adidas

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 tutorials 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 but 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, blogs, oral presentations and interviews.

Requirements for Entry.

Entry on to this degree requires a 2(ii) or higher in Psychology or a related degree (for example: Business, Marketing, Consumer Behaviour, Retail Science etc.)

However, 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 gained experience working in an advertising agency or have completed the CIM postgraduate Diploma in Marketing, you are likely to be accepted.

In general, 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 OUR GRADUATES SAY:

COURSE FEES

All fees are correct for 2019/20

Deluxe Study Pack £ 9,600
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 £ 9,250
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 £ 1,028 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