Master of Science in Marketing and Consumer Psychology

Curriculum


Main Areas

The programme includes key courses that are designed to provide students with the knowledge and skills they need to develop a successful career in the field of consumer marketing. It consists of three main areas:

  1. Core knowledge,
  2. Contemporary Marketing Practices, and
  3. Research and Analytical Techniques.

 

Core Knowledge Subjects (12 credits)

  • Consumer Psychology (CEF course code: 21Z097741) 
  • Marketing Communication and Brand Management (CEF Course code: 21Z09775A) 
  • Applications of Psychology to Marketing
  • Strategic Innovation and Marketing Management
 
 
Contemporary Marketing Practices (6 credits – any 2 out of 5 courses)
 
  • Digital Marketing and Internet Consumer Behavior
  • Chinese Psychology and Marketing
  • Customer Relationship Management
  • Global Marketing
  • Organizational Marketing
 
 
Research and Analytical Techniques (12 credits)
 
  • Research Methods and Design
  • Marketing Analytics
  • Master's Project