COURSE CURRICULUM

The MSc Consumer Behaviour at the University of Reading provides an in-depth understanding of how individuals and groups make decisions in complex consumer markets, combining theory, research, and applied practice. The programme is structured around core modules that develop both conceptual knowledge and practical skills in analysing consumer decision-making and designing evidence-based solutions. Students begin with Consumer Behaviour: Concepts and Theory, which introduces key psychological, social, and economic perspectives on consumer action across different contexts such as food consumption. Research Methods in Economics and Marketing equips students with essential skills in data collection, analysis, and interpretation for consumer and market research, while Nudge, Motivation and Behaviour Change focuses on behavioural interventions and ethical applications of behaviour change theories. Applied learning is central, with the Applied Consumer Behaviour Project and Individual Capstone Project allowing students to work on real-world consumer problems, strengthening project management, teamwork, and independent research skills. Optional modules broaden learning into areas such as Food Policy and Supply Chain Management, Advanced Marketing, Advertising and Branding, Consumers, Producers, Markets and Trade, and Contemporary Issues in Consumer Behaviour, alongside interdisciplinary topics like Food Security and Development and Poverty, Inequalities and Gender in Development. Overall, the programme develops graduates who can critically analyse consumer behaviour and apply insights to marketing, policy, consultancy, and business strategy in global contexts.