COURSE CURRICULUM

BSc Consumer Behaviour and Marketing at the University of Reading is an interdisciplinary degree that combines marketing, business, psychology and economics to help students understand how consumers think, behave and make purchasing decisions. One of the first courses of its kind in the UK, the programme is designed to develop expertise in consumer psychology, marketing strategy, digital marketing, branding and market research while exploring the social, economic and ethical issues that influence consumer behaviour. In the first year, students study consumer psychology, economics, sustainability, research methods and the fundamentals of management and marketing. The second year focuses on applied marketing and management, consumer attitudes and behaviour, digital marketing, branding and data analysis, alongside opportunities to study entrepreneurship, intercultural communication and languages. In the final year, students examine advanced topics such as marketing strategy, contemporary issues in consumer behaviour and marketing, and choose between an independent research project or an applied marketing consultancy project that addresses real-world business challenges. Students can also explore specialist subjects such as international human resource management, food policy and supply chain management, and the ethical challenges of modern marketing. The course is accredited by the Chartered Institute of Marketing, providing exemptions towards professional marketing qualifications and enhancing graduates' employability. Students also have the opportunity to undertake a placement year in the UK or abroad, with previous placements at companies including BMW, Microsoft, Disney, L'Oréal and Samsung. Graduates are well prepared for careers in marketing, consumer research, brand management, digital marketing, consultancy and market analysis in a rapidly evolving global business environment.