COURSE CURRICULUM

The MSc Marketing Psychology program combines insights from psychology and marketing to develop a deep understanding of consumer behaviour and decision-making. It equips students with the knowledge and tools to analyse how people think, feel and act in relation to brands, advertising and marketing strategies. Core modules cover key areas such as the psychology of consumer behaviour, cross-cultural aspects of marketing psychology, entrepreneurial marketing strategy and individual marketing (B2I), providing a comprehensive perspective on the factors that influence purchasing decisions. Students will also gain practical experience through a professional practice placement, as well as develop essential research skills to prepare for their dissertation. The course further explores how aspirations and emotions shape brand perception and advertising effectiveness, giving students the ability to design campaigns that truly resonate with target audiences. Elective modules in leadership, engagement and motivation or marketing communications allow students to tailor the course to their career goals, whether they aim to strengthen their people management skills or refine their communication expertise. By combining psychological insight with marketing practice, this degree prepares graduates to pursue careers as strategists, brand managers, consumer researchers and consultants, able to deliver innovative and evidence-based marketing solutions.