The MSc in Consumer Behaviour equips you with a comprehensive grounding in approaches to understanding consumer preferences, judgements, decision-making and behaviour.
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
- 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.
Contact the department
If you have specific questions about the degree, contact Sven Molner
What you'll study
The MSc in Consumer Behaviour consists of:
- five core modules (90 combined credits)
- two optional modules (30 combined credits)
- a research dissertation (60 credits)
The modules are organised within the IMS and most have a strong practical component.
All lecturers on this programme have a strong research profile, which they bring to bear when presenting the theoretical, technical, and applied components of consumer behaviour.
|Consumer Behaviour||15 credits|
|Psychology of Marketing and Advertising||15 credits|
|Research Design and Applied Statistics||15 credits|
|Marketing Strategy||15 credits|
|Creating Customer Experiences||15 Credits|
Research Project (60 credits)
You'll undertake an independent piece of research related to consumer behaviour. The dissertation should be no longer than 10,000 words. You'll be allocated to an appropriate supervisor.
You can choose optional modules up to the credit value of 45. The list of approved modules will include those run by the Institute of Management Studies and by other departments at Goldsmiths that have modules relevant to Consumer Behaviour.
|Assessment and Selection||15 credits|
|Organisational Behaviour and Health||15 credits|
|Training and Development||15 credits|
|Training, Coaching and Counselling||15 credits|
|Leadership and Talent Management||15 credits|
|Innovation Theory||15 credits|
|Design Thinking||15 Credits|
|Project Management||30 credits|
|Innovation Case Studies||15 credits|
|Technological Innovation & Market Creation||15 credits|
|Digital Marketing & Branding||15 Credits|
|Marketing Analytics||15 credits|
Please note that due to staff research commitments not all of these modules may be available every year.
You should have (or expect to be awarded) an undergraduate degree of at least upper second class standard in a relevant/related subject.
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.
We accept a wide range of international qualifications. Find out more about the qualifications we accept from around the world.
If English isn’t your first language, you will need an IELTS score of 6.5 with a 6.5 in writing to study this programme. If you need assistance with your English language, we offer a range of courses that can help prepare you for postgraduate-level study.
Fees, funding & scholarships
How to apply
You apply directly to Goldsmiths using our online application system.
Before submitting your application you'll need to have:
- Details of your education history, including the dates of all exams/assessments
- The email address of your referee who we can request a reference from, or alternatively an electronic copy of your academic reference
- A personal statement – this can either be uploaded as a Word Document or PDF, or completed online
- If available, an electronic copy of your educational transcript (this is particularly important if you have studied outside of the UK, but isn’t mandatory)
You'll be able to save your progress at any point and return to your application by logging in using your username/email and password.
When to apply
We accept applications from October for students wanting to start the following September.
We encourage you to complete your application as early as possible, even if you haven't finished your current programme of study. It's very common to be offered a place conditional on you achieving a particular qualification.
If you're applying for external funding from one of the Research Councils, make sure you submit your application by the deadline they've specified.
Late applications will only be considered if there are spaces available.
Admission to many programmes is by interview either in person or via Skype.
Find out more about applying.
The following staff members all teach on this programme and are complemented by visiting tutors and industry professionals in the delivery of the programme curriculum.
Dr Mario Campana, BSc MSc MRes PhD (Program Director)
Courses: Consumer Behaviour, Psychology of Marketing & Advertising
Mario is the Director of the MSc of Consumer Behaviour and teaches the Consumer Behaviour and the Psychology of Marketing and Advertising. His research interest lie at the intersection of consumer research, consumer culture, innovation and alternative economies. Specifically, his research investigates how innovations (such as money) evolve according to contextual factors, and how this evolution influences the practices consumers, retailers, the local community and the consumption of spaces in a social system. He supervises dissertation focused on consumer behaviour, marketing, innovation and branding
Dr Chris Brauer BA MA GradDipProjMgmt PhD PMP
Courses: Innovation Case Studies, Project Management, Dissertation
Chris is the Director of the MSc Management of Innovation programme and teaches the Innovation Case Studies and Project Management courses. His research interests are in the intersections of emerging technologies and management. He consults extensively in the public and private sectors and regularly appears in the media discussing and analysing the intersections of innovation and markets, society, and culture. He supervises MSc Management of Innovation dissertations focused on practical projects, project management, digital and offline ethnographies, social network analysis, and qualitative methods.
Professor Frank Bond BA PGDip MSc PhD CPsychol ICTLHE
Frank is the Director of the Institute of Management Studies and was previously Head of the Department of Psychology at Goldsmiths, University of London. His research and consultancy focus on identifying and enhancing the organisational and psychological factors that determine work effectiveness (e.g., productivity, innovation), leadership skills, and employee health (e.g., mental/physical health). Frank has consulted with a wide-range of organisations, for example, to enhance leadership skills in investment bankers and innovation potential at the BBC. He supervises MSc Management of Innovation dissertations focused on organisational behaviour and the psychology of management.
Dr Nigel Guenole BA (hons), MA, GradDipApplStat, PhD
Courses: Leadership and Talent Management, Dissertation
Nigel is the Director of the MSc Global Leadership programme and teaches the Leadership and Talent Management course on the MSc Management of Innovation. His research focuses on the measurement of high performance for leadership and talent management using advanced psychometric methods. His consulting work focuses on the design and validation of psychological assessment instruments for employee selection and development purposes. He supervises MSc Management of Innovation dissertations focused on quantitative methods and advanced statistics.
Dr Jo Lloyd BSc MSc PhD CPsychol
Courses: Organisational Behaviour, Dissertation
Jo is the Director of the MSc Occupational Psychology programme and teaches the Organisational Behaviour courses on the MSc Management of Innovation. Her research focuses on occupational health psychology and in particular workplace health and performance. She is a chartered psychologist with the British Psychological Society (BPS) and supervises MSc Management of Innovation dissertations focused on organisational behaviour and employee health and wellbeing.
Ms Siân Prime BA (Hons) FRSA
Courses: Entrepreneurial Modeling
Siân is the Director of the MA Creative and Cultural Entrepreneurship and teaches the Entrepreneurial Modeling course on the MSc Management of Innovation. She is a trainer, facilitator, coach, and consultant in the creative industries, cultural policy, and management.
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.
Possible careers for graduates of the programme include:
- Consumer research
- Public relations