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).
Core modules: Consumer behaviour; psychology of marketing and advertising; marketing strategy; project management; research design and analysis; research project. Option modules: Assessment and selection; organisational behaviour and health; training and development; training, coaching and counselling; leadership development and talent management; innovation theory; design thinking.
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- You should have (or expect to be awarded) an undergraduate degree of at least upper second class standard in a relevant/related subject 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. If English isn’t your first language, you’ll need to meet our English language requirements of IELTS 7.0 (including 7.0 in the written test).