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Business Management Masters Subject Area 2

Masters in Marketing (Consumer Marketing)

At a glance

  • This customer-focussed programme applies the theoretical understanding of psychology and emotional change in consumers to strategic marketing decisions
  • Acquire a deep understanding of the application of marketing tools on consumer decision making
  • Learn to create contemporary strategic marketing toolkits to generate consumer intelligence
  • Explore Mobile Marketing, Internet of Things, Virtual Reality and Neural Marketing as application domains for customer intelligence
  • Develop your knowledge and application of consumer behaviour theories and buying behaviour models
  • Benefit from professional module exemptions from The Chartered Institute of Marketing (CIM) Certificates and Diplomas
Locations
Henley Whiteknights
Subject area(s)
Marketing
Start Date
September 2023
Duration
12 months
Attendance
Full-time
Programme Director
Web Profile Silhouette mtime20180601151050
Dr Ruby Zhang

Overview

98% employed post graduation
Masters Careers Survey 2022
96% of students would recommend their programme
Masters Careers Survey 2022

This Masters degree is designed to provide you with a comprehensive understanding of marketing and Marketing Strategy. It also provides you 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.

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.

The Henley pre-study course suite

Exclusively available to Henley Business School offer holders, the Pre-study course suite comprises of innovative short courses designed and developed by Henley faculty on the Futurelearn platform, one of the leading online learning platforms.

This course will provide building blocks of knowledge to help you prepare for your learning journey in the area of your choice as well as equip you with key employability and study skills for successfully navigating your studies and professional career.

This pre-study interactive course is designed by Henley Business School faculty, the University of Reading Study Advice Team and the International Study and Language Institute. The course aims to prepare you for your learning journey at Henley and focuses on helping you build important study skills to succeed in your Masters and beyond. Skills such as curiosity and independent thinking, effective communication and collaboration, digital capabilities, storytelling, empathy and professional integrity are not only important in your course itself but are also sought after by employers in all areas of business. Therefore, they are instrumental in succeeding in your professional career. The learning journey of our Masters programmes is designed in a way that allows you to build such skills and this course intends to demonstrate exactly how, and therefore help you to make the most of your Masters.

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A course delivered online by Henley faculty and you will receive online support from one of our teaching staff members and be able to interact with other prospective students in your course.

This pre-study interactive course is designed by Henley Business School faculty to introduce you to the world of coding in Python. According to recent employer surveys, coding is a top 5 employability skill in the new world of work. The World Economic forum includes technology design and programming in the top 10 skills of 2025. Coding is an extremely powerful skill to have going forward in all areas of business and finance. Due to the importance of coding skills in your future, you will be using coding in some of your courses depending on your choice of programme at Henley Business School. So, this pre-study course can be seen as a stepping stone in your learning journey. Even if coding is not directly utilised as a part of your programme, completing this course, earning the certificate and complementing this with some further independent learning, could set you apart in an increasingly competitive job market. Python is the most utilised programming language in the world and so the purpose of this course is for you to learn the fundamentals of Python, and how to use it to solve practical problems in your area of interest.

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Compulsory modules 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
Academic authors
Bahram Mahmoodi Kahriz
Dr Bahram Mahmoodi Kahriz
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.

Academic authors
Web Profile Silhouette mtime20180601151050
Dr Ruby Zhang
20 [10 ECTS credits]

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

Academic authors
Professor rajneesh narula 397 3 Rajneesh Narula 75e5pfi6j
Professor Rajneesh Narula
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Dr Jongmin Lee
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.

Academic authors
Dr nada korac kakabadse 397 3 N Kakabadse 75e5pfi5h
Professor Nada Korac Kakabadse
30 [15 ECTS credits]

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

Academic authors
Web Profile Silhouette mtime20180601151050
Dr Ruby Zhang
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.

Academic authors
Irute Daukseviciute Profile Pic Jun18 75iuglcwd
Dr Irute Karanicholas
20 [10 ECTS credits]

The module considers fundamentals underlying contemporary marketing, focusing both on theories and practices of marketing. The module deals with marketing on a strategic level.

Academic authors
Irute Daukseviciute Profile Pic Jun18 75iuglcwd
Dr Irute Karanicholas
20 [10 ECTS credits]
To strengthen students’ ability to make best use of the learning opportunities during the MSc degree course. To provide students with an understanding of what is required to perform well in essays, dissertations, report writing and examinations at Henley Business School. To provide students with an awareness of the appropriate use of methodology, theory, data, literature reviews and original research in a Masters dissertation/project.

Academic authors
Professor peter scott 397 3 Peter Scott 75e5pfi6j
Professor Peter Scott
0 [0 ECTS credits]

Optional Modules

Plus 30 credits of optional modules

Optional modules 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.

Academic authors
Adrian Palmer Web Profile May19 75ndzo5in
Professor Adrian Palmer
10 [5 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.

Academic authors
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Dr Gaye Bebek
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]

This module aims to introduce students to digital marketing and the increasingly important role of technology in both marketing practice and society. By the end of the module students should be able to apply a range of skills to implement digital marketing approaches and understand the key strategic drivers behind the growth of the digital economy.

Academic authors
Rodrigo Perez Vega Profile Pic Jun18 75iugl9ic
Dr Rodrigo Perez-Vega
20 [10 ECTS credits]

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
Academic authors
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Melisa Mete
20 [10 ECTS credits]

This module extends knowledge gained during the programme by critically reviewing theories of marketing in the context of modern day challenges in the business and social environment. It allows consideration of emerging issues in marketing and encourages an integrative, cross-disciplinary perspective. Each session will focus on a topic and reference will be made to leading edge thinking in academic and practitioner journals.

Academic authors
Adrian Palmer Web Profile May19 75ndzo5in
Professor Adrian Palmer
10 [5 ECTS credits]

This module examines organisations that are engaged in creative or cultural activities. Students are required to define the parameters of the creative or cultural industries; to identify the management challenges faced by organisations in these sectors; and examine strategies for addressing them.

Academic authors
MLP 3791 Marrisa Joseph NEW 75edwqcke
Dr Marrisa Joseph
20 [10 ECTS credits]

The module considers a variety of marketing communications theories and practices to equip students with the knowledge and skill to develop and communicate an effective marketing communications plan.

Academic authors
Linkedin Profile 002
Alex Scher-Smith
20 [10 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.

Academic authors
Irene Garnelo Gomez Profile Pic Jun18 75iuglcob
Dr Irene Garnelo-Gomez
10 [5 ECTS credits]

*The module or course content descriptions set out on this page are correct for those being taught in the current academic year. Modules or course content marked as optional are indicative and may be subject to change. Please note, constraints in timetable scheduling may mean you are unable to take some optional modules at the same time as others.

A holistic approach

Effective leadership requires more than first-class business acumen, it requires a degree of self-awareness and sensitivity. Our Masters programmes offer you a unique practice-centred approach to teaching equipping you with the tools to become a compelling leader. This approach creates emotionally intelligent graduates who can be fully effective in their chosen careers.

How you will learn

Henley has 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.

Ongoing support

While Masters 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. Support staff are available to help with anything that may arise during your time at Henley.

Where are our 2021 graduates now?

98% employed post graduation
Masters Careers Survey 2022
96% of students would recommend their programme
Masters Careers Survey 2022

2021 graduates in this area are working at the following organisations:

Siemens
PwC
Deloitte
Investec Bank
Knight Frank
Cloudreach
Financial Times
University of Oxford
Banco de Brazil

Industry of employment for 2020 graduates

  • Financial Services
  • Marketing/Digital Marketing
  • HR/People Management
  • Business Development/Sales
  • Technology/Start-ups
  • Accountancy and Business Consulting
  • Education/Research/Academic
  • Creative Industries
  • Retail and Sales

Please note the above statistics are based on respondents to our Masters Outcomes Survey in 2022, which was completed by our 2021 graduates, 12 months after graduation.

Respondents are from the following programmes: MSc Entrepreneurship and Innovation, MSc Human Resource Management, MSc International Business and Finance, MSc Management, MSc Management (International Business), MSc Marketing (Consumer Marketing), MSc Marketing (Digital Marketing) and MSc Marketing (International Marketing).

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.

Professional Accreditation

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CIM Certificate in Professional Marketing or CIM Certificate in Professional Digital Marketing qualification:

After graduating at a pass mark or higher, students will be exempt on an Accredited Prior Learning (APL) basis from L4 Certificate in Professional Marketing modules ‘Applied Marketing and Planning Campaigns’. Students will be required to pass one further elective module to obtain the L4 Certificate in Professional Marketing or Certificate in Professional Digital Marketing qualification.

CIM Diploma in Professional Marketing or CIM Diploma in Professional Digital Marketing:

After graduating at a pass mark or higher, students will be exempt on an Accredited Prior Learning (APL) basis from either the L6 Diploma in Professional Marketing module ‘Marketing & Digital Strategy’, to which they will be required to pass ‘Innovation in Marketing (mandatory)’ plus one elective module to obtain the L6 Diploma in Professional Marketing qualification or pass both the Digital Optimisation and The Digital Customer Experience modules to gain the CIM Diploma in Professional Digital Marketing.

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.

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 below.

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

Speak to a current student

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.

An image of Konstantina Diamantidi
“A lot of the lecturers tried to bring practical aspects to their classes. Valuable lessons such as how to read a Financial Statement and how to understand the Marketing Budget have helped me navigate my first job after graduating.”
Konstantina Diamantidi Marketing and Communications Officer at David Game Higher Education Masters in Marketing (Consumer Marketing)

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