MSc Marketing & Consumer Behaviour

This module will equip you with the knowledge and tools to critically assess the ethical implications of Artificial Intelligence in business. By integrating insights from behavioral economics, business, digital ethics, and corporate governance, the module provides a comprehensive understanding of how AI influences managerial decision-making and leadership. Through interactive teaching methods - including case studies, simulations, and expert discussions - you will develop practical skills to navigate ethical dilemmas in AI-driven environments.

Examine traditional and new marketing communication tools in the context of marketing strategy and how these can be best utilised for different audiences in different contexts. Examine brand strategy through the concept of brand equity and examine models for measuring and managing this core area of marketing practice. 

Challenge thinking about the underlying principles of marketing by exploring aspects such as customer experience (CX), servitisation, service innovation and user experience (UX). Develop knowledge of how consumer needs and expectations translate into activities to enhance the customer experience and add value. 

You'll develop knowledge of international contexts and how these allow organisations to enhance customer experience, as well as understanding how to assess customer expectations in context and to develop and deliver activities that meet those expectations. Further to this you will develop understanding of effective monitoring and measurement techniques that improve customer experience.

Technology has led to a proliferation of social media channels. These channels enable peer-to-peer communication as well as providing brands with many more ways to reach their customers, have relevant conversations with them, and listen to what matters to them. This module develops an understanding of how brand managers can access and use social media channels as part of their marketing strategy in order to build brand presence and maintain relevance in the life of their customers.

Through this module you will develop a greater understanding of the fast growing, changing world of social media channels and their relevance to customers, brands and the firm. The module aims to develop an appreciation of how the firm’s integrated marketing communications, brand management, and content management strategies are impacted by social media channels, and to examine the strategic opportunities and challenges these present.

Specific objectives of the module include:

• Understanding the role of social media in achieving the objectives of the firm's integrated marketing communications strategy.
• Understanding the significance of a content management strategy, including selecting and combining appropriate social media tools for stages of the customer journey.
• Linking social media into the marketing mix, including understanding their relevance in developing product, place, and service decisions.
• Understanding how to use social media as a tool for insight into changing customer needs
• Recognising the advantages and pitfalls of earned media including brand communities, viral marketing, and PR crises.

The investigation of a contemporary research topic in marketing, using experimental methods will help you develop your theoretical and practical understanding of current problems in the area of marketing and consumer behaviour, as well as their research and communication skills. You'll have access to the WBS Behavioural Science laboratory and experimental facilities, designing and running empirical studies that address a novel research question about applied marketing contexts.

Gain a deeper understanding of key marketing and strategy functions within a simulated business environment, as you develop personal skills such as decision-making, creative problem-solving and effective performance evaluation.

Your investigation of a contemporary topic will develop your theoretical and practical understanding of current problems in this area, as well as your research and communication skills. This is your opportunity to demonstrate how you would work in reality, as you detail the decisions you would make – and why.

This course offers the opportunity to self-source a summer internship, to increase your employability by applying your theoretical learnings to a real-world industry setting. Our careers team will support you through each step of the process.