
Masters in Marketing (Consumer Marketing)
This Masters programme provides you with an understanding of marketing strategies and practices, with a focus on the consumer.
At a glance
- Understand the psychological and sociological factors that influence consumer behaviour
- 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
- Level
- Masters
- Subject area(s)
- Business & Management
- Award
- MSc
- Duration
- 12 months
- Attendance
- Full-time
- Programme Director
-
Dr Ruby Zhang
Overview
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.
COVID-19 update
Find out about how we'll be delivering our courses in 2020.
Compulsory modules | Credits |
---|---|
Consumer Behaviour (MMM092)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.
|
20 [10 ECTS credits] |
Consumer Intelligence: New Consumers, New Markets (MMM129)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] |
International Strategic Management (MMM001)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.
Academic authors![]()
Professor Rajneesh Narula
![]()
Dr Jong Min Lee
|
20 [10 ECTS credits] |
Marketing Dissertation (MMM115)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] |
Market Research (MMM059)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. |
20 [10 ECTS credits] |
Measuring Marketing Performance (MMM147)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] |
Principles of Marketing (MMM043)The module considers fundamentals underlying contemporary marketing, focusing both on theories and practices of marketing. The module deals with marketing on a strategic level. |
20 [10 ECTS credits] |
Study and Research Skills: Sources, Methods, and Practice (MMM070)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
|
0 [0 ECTS credits] |
Optional Modules
Plus 30 credits of optional modules
Optional modules | Credits |
---|---|
Applied Challenge (MMM52MKT)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] |
Branding (MMM137)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: |
10 [5 ECTS credits] |
Business Intelligence and Data Mining (INMR77)Aims: Outline content:
|
20 [10 ECTS credits] |
Digital Marketing (MMM077)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. |
20 [10 ECTS credits] |
Global Marketing Management (MMM006)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.
|
20 [10 ECTS credits] |
Hot Topics (MMM151)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. |
10 [5 ECTS credits] |
Management in Creative and Cultural Organisations (MMM087)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. |
20 [10 ECTS credits] |
Marketing Communications: Digital, Social and Integrated (MMM124) |
20 [10 ECTS credits] |
Marketing for a better, sustainable world (MMM146)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] |
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.
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.
Fees | |
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2021 entry | £13,600 |
UK/Home Postgraduate Loans
Loans of up to £11,222 are available to eligible students studying for postgraduate Masters courses from the 2021-22 Academic year. In general, students need to be domiciled in England.
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.
Current scholarships
Entry requirement | Criteria |
---|---|
Undergraduate degree | Minimum 2:1 or the equivalent from an Internationally recognised university |
Degree discipline | Any discipline |
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.
Requirement | Criteria |
---|---|
IELTS | 6.5 with no component below 6.0 in any sub-skills |
IELTS with pre-sessional English | 6.5 with no component below 5.5 in each of the four sub-skills |
For information on other English language qualifications, please visit our English requirement equivalent page.
If you require specific advice on your qualification please contact admissions directly by e-mail or telephone on +44 118-378-5289.
Pre-sessional English language programme
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.
New Graduate Route
From the summer of 2021, the UK's new Graduate Route post-study work visa allows you to apply to stay in the UK for up to two years after you graduate, with the opportunity to undertake skilled work. Visit the University website for the latest information.
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.
Apply for 2021 entry now
Apply online now through the University of Reading’s online application service.
The online application service 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.
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/Home applicants | International applicants |
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1 August | 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. If successful, you will receive a formal offer letter outlining any necessary entry criteria you will need to meet. You'll then 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.
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.
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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.

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