MSc Marketing (Consumer Marketing)

Course overview

This Masters degree is designed to provide you with a comprehensive understanding of Marketing and Marketing Strategy. It also provides students with the opportunity to specialise in a core contemporary aspect of the discipline: Consumer Behaviour.

Through these postgraduate studies you will understand marketing strategies and practices focusing on the consumer. Additionally you will link this understanding with new marketing opportunities and strategy options.


COVID-19 update

Find out about how we'll be delivering our courses in 2020.

The MSc Marketing (Consumer Marketing) is one of the three pathways available in the MSc Marketing programme. The other pathways are:

  • Digital Marketing
  • International Marketing

Not sure which pathway to choose? Apply for the one that you feel fits you better. You will be able to change the pathway within the first few weeks from your arrival to the University.

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How we teach you

A holistic approach

Effective leadership requires more than first-class business acumen. It also requires a degree of self-awareness and sensitivity. Henley is renowned for its well-researched, professional approach to this aspect of business education and all our postgraduate courses examine this aspect of leadership. This creates emotionally intelligent graduates who can be fully effective in their chosen careers.

How you will learn

Henley enjoys a strong reputation for the practical application of business ideas and concepts. We are underpinned by academic excellence and the strength of our research. We offer high-quality technical skills training as well as a deep understanding of the importance of personal development for leaders. This is a thread that is woven through all of our Masters programmes.

Our Masters programmes feature a mix of core and optional modules, tailoring your degree towards your needs and career ambitions. You will complete up to 10 taught modules during your programme, totalling 180 credits. One module usually equates to 20 credits or 10 hours of work per week. Your week will include lectures, tutorials, workshops and personal study, with each accounting for 25% of your time on average. This provides you with the opportunity to discuss and explore the material in depth with your lecturers and fellow students.

You will be introduced to the latest thinking and research findings then have the opportunity to challenge those that have created it. You will also explore real-world issues, tackle current business challenges, and interact with guest lectures and speakers from industry. This gives you the opportunity to test, extend and refine your knowledge and skills with confidence.

How we assess you

You will learn and be assessed through a wide variety of teaching methods depending on your chosen postgraduate course. These include online materials, guest lectures, group assignments, case studies, field visits, dealing room simulations, presentations, applied projects, consultancy work and examinations.

On average examinations of core modules form between 15 - 50% of the assessed work. The remaining comes from coursework, including a written dissertation or project depending on your chosen programme. The exam period falls between April and June in the summer term.

Ongoing support

While postgraduate students are self-motivated and determined individuals, study at this level can present additional pressures which we take seriously. Lecturers are available to discuss module content and you can meet with your academic tutor to discuss any additional issues. Support staff are available to help with any questions or issues that may arise during your time at Henley.

How to apply

Apply for 2020 entry now

There are two different application processes: apply online and apply by post.

The quickest and easiest way to apply for our Masters courses is through the University of Reading’s online application service.

This allows you to complete your application information, attach electronic copies of your academic transcripts, certificates and other supporting information. It also provides a facility for an email request to be sent to your referees. This enables the referees to send your supporting references directly to us.

Apply online

Apply online now using the University of Reading's online application system.

Apply by post

If you are unable to apply online you can request a paper application form by telephoning +44(0) 118 378 5289. Alternatively, you can apply by writing to the Admissions Office, University of Reading, Miller Building, Whiteknights, Reading, RG6 6AB, UK.

When to apply

We operate a rolling admissions system and it is recommended that you apply early to secure your place. There is no specific deadline and applications will be considered until the programme is full. However, to allow us time to process your application we recommend that you apply by the following dates:

  • UK/EU applicants: by 1 August
  • International applicants: by 1 June

After you apply

You will receive a confirmation email when we receive your application form. Your application is then reviewed by a member of staff. Successful applicants will receive a formal offer letter outlining any necessary entry cri­teria you will need to meet and you will be asked to confirm your acceptance of this offer.

If you require a Certificate of Acceptance for Studies (CAS) for your visa, details will be sent by email once all conditions of the offer have been met.

Throughout the admissions process we will keep you updated with key information via email. We also provide opportunities to interact with faculty and staff online.

Find us on Facebook and keep up-to-date with news and events at Henley or ask us a question. In addition, you can speak to a current student, our students are always happy to share their Henley experience.

Meet Us

If you are unable to attend a postgraduate event please get in touch with our team. We will be happy to speak to you by telephone, Skype or through our Live Chat system (during UK office hours: 9 - 5 pm).

Our contact details are: postgraduate@henley.ac.uk or telephone: +44 (0) 118 378 7593.

Please see our list of world fairs below where you can meet a Henley representative.

UK

  • Masters Webinar - How to Jump Start Your Career with Henley Careers

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EUROPE

  • Masters Webinar - How to Jump Start Your Career with Henley Careers

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ASIA

  • Masters Webinar - How to Jump Start Your Career with Henley Careers

    Read More

INDIA & THE MIDDLE EAST

  • Masters Webinar - How to Jump Start Your Career with Henley Careers

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AFRICA

  • Masters Webinar - How to Jump Start Your Career with Henley Careers

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AMERICAS

  • Masters Webinar - How to Jump Start Your Career with Henley Careers

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Faculty & Staff

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Contact Us

If you have any questions, please contact us by email at postgraduate@henley.ac.uk or by phone on +44 (0)118 378 7593.

Important Information

Duration: 12 months full-time

Starts: September 2020

Assessment: Exams, applied project and individual and group assignments

Henley's Reputation:

  • Consistently maintain highest standards and with an excellent networking potential of over 80,000 Henley alumni members in 150 countries
  • High calibre students: always oversubscribed, 1,000 ambitious new Master's students join Henley each year
  • Award winning campus: beautiful, green, 134 hectares, with state of the art facilities
  • World-leading faculty: widely published, frequently asked for expert comment by media and to speak at events

Henley is proud to be part of the University of Reading. The University is ranked within the top 250 universities worldwide*. Additionally, 98% of the research is rated as being of international standard.

*Times Higher Education World University Rankings 2018 and QS World University Rankings 2018.

Course modules

The module descriptions set out on this page are correct for modules being taught in the current academic year. Optional module listings are indicative and may be subject to change

Modules Credits

Compulsory Modules

This module aims to introduce students to the core concepts and models underlying contemporary strategic management, their theoretical and empirical foundations, their limitations, the arguments surrounding them and their practical application to real issues facing real companies. This module provides students with an understanding of the conceptual and analytical tools of strategic management and economics.

  • Theories, frameworks and introduction
  • Internal resources and competencies of firms
  • External environment in which firms operate
  • The process of internationalisation
  • Globalisation and regional integration
  • Collaborative behaviour and strategic alliances
  • Integration/responsiveness framework and strategy

20 [10 ECTS credits]

This module introduces students to the basic concepts, principles and techniques involved in marketing, and to the role of marketing management within all types of organisations (retail, consumer goods, industrial goods, service, non-profit oriented, domestic and international). Students will develop an appreciation of the special requirements for successfully conducting marketing activities by concentrating on the market-oriented approach to doing business.

  • Marketing planning
  • Marketing environment
  • Segmentation, targeting and positioning
  • Buying behaviour (consumer behaviour and business to business)
  • Product
  • Promotion
  • Price and distribution
20 [10 ECTS credits]

Businesses increasingly rely on a range of research methods to provide answers to key business problems. This module provides students with the skills needed to understand how market research is used as a tool for generating insight and informing business decisions. The students gain an understanding of commonly used methods of data collection and analysis, as well as issues around reliability, validity and research ethics.

  • Introduction to market research
  • Planning and designing market research
  • Quantitative market research
  • Questionnaire design
  • Quantitative data analysis
  • Qualitative market research
  • Research ethics
20 [10 ECTS credits]

The pressure to measure marketing performance is as high as never before, reported by a number of practitioner and academic sources. The more senior roles in marketing, such as Marketing Manager, Marketing Director and CMO, would in one way or another require to deal with measuring marketing performance. Yet marketers are struggling to justify their value for a number of reasons.


Measuring marketing performance has in fact been a daunting task to both practitioners and academics alike and remains so still. More efforts are needed to tackle this problem and prepare for the jobs in marketing.

This module provides the essentials of what someone in a role of a marketing manager or similar needs to know and, importantly, be able to do, about measuring marketing performance.

20 [10 ECTS credits]

This module aims to help students get the most from the learning opportunities offered during their MSc course. It provides students with an understanding of what is required to perform well in essays, dissertations, projects, report writing and examinations at the University of Reading. It develops students’ awareness of the appropriate use of methodology, theory, data, literature reviews and original research for a Masters dissertation or project.
  • Essay and exam skills
  • Learning styles
  • Literature review
  • Selecting an appropriate methodology
  • Good research practice
  • Specific research methods
  • MSc dissertation and project

0 [0 ECTS credits]

This module is designed to provide students with an understanding of the psychological and social factors that influence consumer behaviour before, during and after purchase and consumption in contemporary consumer markets. The purpose of the module is to explore and apply current consumer behaviour theories and models, which have been developed to identify and measure the purchase and consumption process.

  • Consumer drive and motivation
  • Consumer response to marketing actions
  • Consumer decision-making process
  • Consumer demographics and psychographics
  • Sociological and cultural influences
  • Relational consumption
20 [10 ECTS credits]

Generating a deep understanding of contemporary consumers is a challenge for every organisation and marketing professional because of the constant evolution of consumer behaviour. This module aims to provide a theoretical basis and practical tools to help modern marketers to better understand contemporary consumers. Moving from a macro view of consumer behaviour, this module will discuss contemporary approaches to understand group and relational consumption, social processes and communication. ‘Word of Mouth’ influence and social marketing metrics will be examined in light of this sociological evolution of the connected consumer. Additionally, the impact of digital technology and its impact on consumer behaviour will be discussed. Using such technologies in social media has created a virtual space where consumers can meet up and discuss their needs and wants (ultimately about goods and services) without space and time boundaries. Consumers are continuously, interacting with each other and with brands/organizations on different devices and with different media. Forward looking companies and contemporary marketing professionals need to be able understand contemporary social phenomena and tap into these (digital) discussions to generate a critical understanding of the connected consumer and to engage with them in an agile and meaningful way.

20 [10 ECTS credits]

This module enables students to conduct an original piece of academic research within the marketing discipline (digital, international or consumer), at master’s level, and report upon that research effectively. The research should include the identification of a suitable research objective, critical evaluation of pertinent academic marketing literature, appropriate evaluation and use of research methodologies and the application of relevant data analysis to enable conclusions to be drawn.

30 [15 ECTS credits]
Optional Module Credits

Plus 30 credits of optional modules

This module aims to provide students with an understanding of marketing strategies and practices as they apply in a global context. This will be achieved by analysing the global marketing environment, marketing opportunities and strategy options, and the global marketing mix. As such, the module tackles both the ‘why’ and ‘how’ of global marketing management.

  • Theoretical issues relating to the rationale for global marketing and the internationalisation process
  • An analysis of the global marketing environment and factors influencing buyer behaviour
  • Planning global marketing strategy and its evolution over time
  • Factors affecting global product, pricing, distribution and communication programmes
  • Standardisation versus adaptation
20 [10 ECTS credits]

The internet has created significant new opportunities for organisations to reach and build relationships with customers. At the same time, many firms struggle with making a successful transition from offline to online marketing. This module provides knowledge of the key tools required to implement a successful digital marketing strategy. This includes search engine marketing, social media and web analytics.

  • Digital marketing in context
  • Search engine marketing
  • Web analytics
  • Mobile and email marketing
  • Optimising for search engines
  • Effective user experience
  • Consumer privacy and regulation
20 [10 ECTS credits]

This module aims to define the ‘cultural industries’ and identify the key features of these sectors that explain their structure and functioning over time. It identifies the main challenges for organisations involved in the production or distribution of cultural products and services, and critically analyses the various ways in which organisations have responded to these challenges in different commercial and cultural contexts.

  • Protecting intellectual property rights
  • Creative individuals, teams and clusters
  • The perpetual search for innovation amid shifting logics
  • Managing uncertainty: a historical perspective
  • Strategic planning
  • Technological change
  • The role of networks
20 [10 ECTS credits]

This module is designed to provide students with a theoretical and practical understanding of the nature, role and importance of different forms of marketing communications, in both home and international settings. By the end of this module, students will have also gained an appreciation of the complementarity and interdependence of discrete marketing communication activities.

  • Communications theory
  • Marketing communications in brand strategy
  • Elements of the promotional mix
  • Integrated marketing communications
  • International marketing communications
20 [10 ECTS credits]

Branding is a fascinating topic that receives much attention in the popular press. The lectures explore and discuss theories and business practices related to building and managing strong brands. The module in particular focuses on how to manage brands in practice. The module deals with brands and discusses the following:

• why brands are important;

• what brands represent to companies;

• what brands represent to customers;

• how strong brands drive superior financial results;

• what organisations should do to manage their brands effectively etc.

10 [5 ECTS credits]

Aims:
This module is concerned with how business intelligence and data mining techniques can be used for managerial decision-making. It aims to provide students with the essential data mining and knowledge representation techniques used to transform data into business intelligence. Application areas covered in this module include marketing, customer relationship management, risk management, personalisation, etc.

Outline content:

  • Concepts of business intelligence and data mining
  • Overview of various data mining techniques
  • Types of data, data cleaning, data integration and transformation, data reduction
  • Classification and predictive modelling
  • Cluster analysis for generating patterns of data and structuring business intelligence
  • Association rule mining and market-basket analysis
  • Business intelligence implementation, integration and emerging trends
20 [10 ECTS credits]

10 [5 ECTS credits]

The module provides intensive experiential learning . The Marketing Applied Challenge provides an integrative module for the MSc Marketing programmes. It exposes students in a holistic manner to a marketing challenge to which they will apply previously acquired theoretical knowledge. Students will engage in preliminary research related to the study, which will provide formative assessment prior to the visit, and a basis for subsequent investigative activity during the visit. The module will seek to work with a business that is planning to develop a marketing opportunity and the challenge will be to provide managerially useful, and theoretically underpinned advice. As an example, in a previous year, this module worked with a local clothing entrepreneur that sought to identify opportunities for opening a “pop-up” shop in Paris, using social media to drive sales. Further specific details of the study visit offered within this module will be available to students before registering for it.


The module assists to create a network of active young specialists who think globally and act locally to make business action happen.

10 [5 ECTS credits]

Social and environmental issues and challenges have led to the growth of marketing tools being applied with a sustainable purpose. As a result, organisations and governments are gradually starting to use marketing techniques in order to influence stakeholder behaviour towards pro-sustainable outcomes. It is also increasingly recognised that sustainable marketing can be good for business, leading to competitive advantage, cost savings and brand enhancement. This module is designed to provide knowledge of the link between marketing and sustainability and how to evaluate and implement marketing strategies that promote sustainable products, services and behaviours. This includes the design of a marketing campaign focused on social/environmental issues, including selection of behavioural goals. This module also covers aspects related to the evaluation and monitoring of campaigns and their social and environmental impact.

10 [5 ECTS credits]
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Fees & funding

Home (UK/EU)Overseas (non EU)
2020 Entry£13,300£22,050

UK/European Union Postgraduate Loans

Loans of up to £10,000 are available to eligible students studying for postgraduate Master's courses from the 2019-2020 Academic year. In general, students need to be domiciled in England. EU students, and individuals falling within certain specified categories, may also be eligible.

You can apply for a loan through the UK Government website. You can read more about the scheme on the Student Loans Company website or on these two UK Government sites: Introduction of loans for postgraduate students and Government response to the Consultation on Support for Postgraduate Study.

Entry requirements

Academic requirements

Entry Requirement Criteria
Undergraduate degree Minimum 2:1 or the equivalent from an Internationally recognised university
Degree discipline Any discipline

See country and region-specific information and entry requirements for International applicants or please contact us with any questions.

English Language Requirements

Studying in a second language can be challenging. If your English language ability is below the minimum requirement, we may ask for evidence of proficiency. Alternatively, we may ask you to attend an English language course before you begin your studies with us.

Following a review, and in response to English language testing disruption caused by Covid-19 in a number of countries. We have made some changes to our English language criteria for September 2020 entry for Henley Business School master’s applicants.

  • International English Language Test Scores (IELTS) defined below. Previously required an IELTS score of 7.0 overall with no less than 6.0 in any sub-skills. We have with immediate effect, set a revised requirement of 6.5 overall with scores of no less than 6.0 in each of the four sub-skills.
  • We now accept Duolingo scores for 2020 entry. Students are required to have a score of 120 with no subscore less than 95 (with recommendation to take 2 week pre-enrolment support course). With a Pre-sessional English Course we offer: 115 plus 6 week Course, or 110 plus 9 week Course.

Our  International Study and Language Institute  (ISLI) offers a comprehensive range of  Pre-sessional English (PSE) courses.  We encourage all students who have not lived or studied in an English-speaking country before to register for one. Students completing pre-sessional courses would be allowed entry onto their chosen programme after achieving an overall score of 6.5  with scores of no less than 5.5 in each of the four sub-skills.

This is a change to the previous half-band discount, which will not apply for 2020 entry.

Equivalent English Language Qualifications will also be accepted. If you require specific advice on your qualification please contact our admissions office directly by e-mail or telephone on +44 118-378-5289.

UK visa requirements

  • If you are not a national of the European Union (EU), you may need to obtain a UK visa. This visa will allow to live and study in the UK. See the  UK Border Agency website. Contact the University's International Office with any questions:  intoff@reading.ac.uk.

Tier 4 visa pilot scheme

Careers

How can Henley Careers work with you?

We have an award-winning careers team that will support you through your postgraduate studies and four years after graduation.

Here is how Henley Careers can help you:

  • Careers Consultant appointments: Our Careers Consultant are here to help and support you with any careers related concern that you might have. Whether it’s CV advice, practicing for an interview, providing feedback if applications aren't successful or support planning your career goals. We are here to help empower you to progress in your career.
  • Events: Henley Careers organise numerous events aimed to help you build your confidence, develop the skills employers are looking for. Additionally, network with employers and expand your industry knowledge.
  • Alumni support: You can continue to book one-to-one appointments with your Careers Consultant and use our online resources. For up to four years after graduating we’re here to help and support in your career.
  • Career Smart: Get a head start in securing a graduate job by taking part in our online course, Career Smart. You can expect to learn about the graduate recruitment cycle in the UK. As well as where to look and how to start applying to jobs, and the different roles available to you.

For more information please see our Careers page.

Continuing your career

Our Masters in Marketing will develop the skills and give you insights into Consumer Marketing to succeed in the sector. You will be equipped for a career in marketing, global brand management, market insight and strategic consultancy.

Speak to a student

Our students and alumni are always keen to share their Henley experience. Whether you are a prospective applicant or already applied to a Masters programme at Henley Business School. You can ask questions to a current student by clicking the “Chat to our students” button bellow.

When contacting one of our students, please introduce yourself and the Masters programme you have applied for.

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