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Future marketers: The new MSc Marketing & Consumer Behaviour prepares students to combine AI expertise with human insight

As artificial intelligence continues to completely reshape global commerce business leaders are realising automated data systems like ChatGPT only tell half the story.

At no point in human history has information been more accessible to inform decisions, but ultimate competitive advantage belongs to bold thinkers who can creatively interpret and exploit the gap between machine analytics and behavioural science.

In response to this and launching in September 2027, Warwick Business School is introducing the MSc Marketing & Consumer Behaviour.

Created by the world-class faculty behind the School’s flagship MSc Marketing & Strategy, which is ranked first in the UK and sixth in the world by QS, this new programme marks a fundamental shift in how future marketers and organisational leaders are trained and developed.

"Modern organisations need leaders who can decode the psychological, social, and cultural forces that shape customer behaviour," said John Rudd, Professor of Marketing and Course Director.

“Organisations that can combine the right behavioural insights with analytical rigour will be those best positioned to curate meaningful customer experiences, deliver long-term growth and outperform competitors."

Designed in partnership with elite global marketing leaders drawn from distinguished WBS alumni, the curriculum fuses strategic thinking with cutting-edge experimental psychology, advanced analytics, and behavioural science at the ethical frontiers of AI.

Students will dive into new and immersive modules such as Feel, Decide, Reflect: The Science Behind Consumer Decisions and The Art and Science of Consumer Influence.

Actionable, real-world application is a defining feature of the degree, with the course allowing students to complete their learning with a distinct practical pathway.

They can choose a hands-on corporate internship, a traditional research paper, the immersive Marketing & Strategy in Practice module - where students work collaboratively on a live industry problem - or they can develop an experimental research project inside the School’s state-of-the-art Behavioural Science Lab.

Professor Rudd said: “Data tells you what consumers do, but this course will teach you why.

“The insights embedded in this degree are central to organisational leadership more widely, but whether students go on to work in customer insight, brand management, consultancy or entrepreneurship, this course means they will understand consumers in a much deeper and more strategic way.

“Graduates of this degree will have their career trajectory accelerated from day one, as the course is focused on guiding students into the jobs they want.”

How does WBS help Master's students build successful careers?

Backed by the University of Warwick’s reputation as a top-five UK university most targeted by elite graduate recruiters, according to education researchers High Fliers, students benefit from bespoke support via the School’s dedicated MSc CareersPlus & Employer Relations team.

From tailored one-to-one coaching and interview preparation to exclusive sector-focused events, the programme connects students directly to global industry giants.

Students will join an influential alumni network spanning multinational tech firms, premium consultancies, and iconic brands, with WBS Master's graduates regularly moving into high-impact roles at the likes of Amazon, L’Oréal, Bain & Company, IBM, and HSBC.

Professor Rudd added: " As a school for Change Makers, WBS is where bold thinkers turn ambition into action.

“Our ambition is to develop graduates who can translate market and customer insights into long-term sustainable organisational growth, through building stronger relationships with customers and making better strategic decisions.

“In a world where technology is evolving rapidly understanding people remains key, and is the most valuable skill of all.”

Find out more about the MSc Marketing & Consumer Behaviour.

Discover Warwick Business School's Change Makers.