Consumer Behaviour

Overview

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 Consumer Behaviour programme, offered by Goldsmiths, University of London , 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
• behavioural economics (including the psychology of pricing)

The Institute of Management Studies at Goldsmiths benefits from staff who conduct high impact, applied research and who have excellent links with industry. For example, recent speakers in our Innovation Case Studies series have included fashion designer Sir Paul Smith, 'city super woman' Nicola Horlick, and editor of Monocle Tyler Brûlé.

The MSc Consumer Behaviour contributes to and strengthens Goldsmiths’ reputation as being one of the premier institutions of its kind in the United Kingdom.

Skills

You will become adept at assessing marketing techniques, problem solving, interpreting human behaviour, influencing consumer choice, analysing complex information, working in teams and excelling in individual projects.

Careers

Possible careers for graduates of the programme include:

• Marketing
• Media
• Communications
• Advertising
• Consumer research
• Entrepreneurship
• Public relations