This programme equips you with a comprehensive grounding in approaches to understanding consumer preferences, judgments, decision'making and behavior; you will learn how to use this knowledge to improve organisational strategy and success, in terms of targeting, product placement, advertising, marketing, influencing and protecting consumers; the programme aims to enhance your employability by fostering the development of the real'life and job'relevant competencies and skills that are required to succeed in today's competitive job market; you will be provided with the strong knowledge base and hands'on research experience needed for succeeding in careers such as marketing, media, communications, advertising, consumer research, entrepreneurship, and public relations; you will develop the skills necessary to conduct independent research and to understand: the psychological impact of various types of media, the psychological processes underlying consumer behaviour, the psychology of consumer preferences, psychological theories of attitude change, persuasion, and influence; the psychology of branding, and behavioural economics (including the psychology of pricing).
This programme consists of five core courses (90 combined credits) two optional courses (30 combined credits), and a research dissertation (60 credits), totalling a collective value of 180 credits; the courses are organised within the IMS and most have a strong practical component; all lecturers on this programme have a strong research profile, which they bring to bear when presenting the theoretical, technical, and applied components of consumer behaviour.
Course Additional Entry
An undergraduate degree of at least upper 2nd Class standard (or equivalent); appropriate work experience will be considered in place of an undergraduate qualification on a case'by'case basis; this may include (but not be limited to) sufficient experience within a design agency, and/or marketing or advertising department.
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