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Masters Degrees (Behavioural Marketing)

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Focusing on applying social marketing principles to the key health, environmental and civic issues in contemporary society, the Social Marketing Postgraduate Certificate (PGCert) will give you the skills and confidence to plan and manage social marketing campaigns. Read more

Course overview:

Focusing on applying social marketing principles to the key health, environmental and civic issues in contemporary society, the Social Marketing Postgraduate Certificate (PGCert) will give you the skills and confidence to plan and manage social marketing campaigns.

This course will be of particular interest to professionals wishing to deepen their understanding of social marketing theory and practice, and apply their learning to work-based projects.

The Social Marketing Postgraduate Certificate will develop your ability to:
- plan behavioural change programmes based on an understanding of what moves and motivates people
- apply social marketing theory and concepts to practical behavioural problems
- demonstrate a critical analysis of social marketing strategy, both in practice and policy making settings
- show competence in social marketing planning techniques and the application of behaviour theory to live projects
- apply commercial marketing and other management tools to behaviour change programmes.

After completing a compulsory Social Marketing module, you have the opportunity to undertake a work-based project or pick other modules that reflect your particular interests.

Modules are taught in weekly blocks. This a method of delivery attracts students working full-time, as well as students living significant distances from Brighton.

Career Opportunities:

On completion of this course you will have an advanced understanding of social marketing strategy. You will equiped with the with skills and knowledge sought after by employers such as national, regional and local government, social marketing consultancies, the NHS and not-for-profit organisations in the UK and internationally.

The course demonstrates your professional credibility to employers, clients and peers.

Why study with Brighton Business School?

We have a close working relationship with The Campaign Company (TCC), a communications consultancy that specialises in political, social and cause related marketing and campaigning. TCC helps organisations build relationships with hard-to-reach groups. Its clients include local authorities and NHS bodies. As visiting speakers, our partners from TCC bring classroom theory to life by sharing real-world case studies, results and pitfalls.

The Business School has a dedicated Social Marketing Unit that provides social marketing teaching, consultancy and research services. It aims to integrate marketing, health, environment and social science disciplines to support the development of social marketing in the UK and overseas.

Course content:

The course is designed to fit around your personal and professional commitments, with start dates throughout the year. You may determine the length of the course, which can vary between six months and four years, depending on your individual circumstances.

A compulsory Social Marketing module is taught over four consecutive days, with additional supervision and assessment time. On completion of this module you can choose to follow one of two routes:the work-based routeor the modules route.

You will have the opportunity to discuss the best combination of modules and projects with your tutor.

WORK-BASED PROJECT ROUTE

The work-based project can be completed at a pace that suits you and your employer (between six months and four years). It is based around your own professional interests and carried out under the supervision of the course team.

Should you decide to take this route, you will be required to produce a coherent account of an applied social marketing initiative.

The project provides an opportunity to create strategies to overcome the barriers that social marketing professionals face when creating complex behaviour change programmes.You will be expected to:
- identify a social marketing problem of your choice (in consultation with tutors)
- explore relevant social marketing/behaviour change models to provide insight into an audience in relation to the particular issue
- analyse the primary and secondary data, with reference to social marketing theory and literature
- draw sound conclusions from your investigation
- identify realistic and feasible social marketing recommendations, such as the development of a behavioural intervention or a review of the way a public service is provided.

While working on the project you will be offered individual learning support and consultation with the module tutor (face-to-face or by phone).

MODULES ROUTE

This route allows you to customise the course by choosing two other modules (in addition to the compulsory Social Marketing module) that reflect your particular interests. You have between six months and four years to complete the two modules.

Each module is taught in weekly blocks, with additional supervision and assessment time. Subjects include:

- Meeting the Challenges: Public Health
- Research Methods for Critical Appraisal
- Behavioural Economics
- The Dynamic Public Service Environment
- Service Planning and Commissioning
- Sustainable Joint Working
- Marketing for the Not-for-Profit Sector

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Social marketing is the systematic application of marketing concepts and techniques to achieve specific behavioural goals leading to an individual or social good. Read more

Course overview

Social marketing is the systematic application of marketing concepts and techniques to achieve specific behavioural goals leading to an individual or social good. Social marketing builds on and complements the core discipline of marketing. For health, behaviour change, environment and public communications specialists it is a way of understanding how tools of commercial marketing can help with the development of effective services and interventions based on consumer insight.

The Marketing (Social Marketing) MSc has a strong focus on understanding the motivations of the target audience when planning programmes to influence, and ultimately change, behaviour.

The course develops your knowledge of both the theory and practice of marketing at an advanced level. It will provide you with an in-depth and critical understanding of research methodologies, and marketing planning and strategy.

At the end of your time in Brighton you will have a good understanding of social marketing strategy, with the skills and knowledge sought after by employers such as national government, local government, social marketing consultancies, health authorities and not-for-profit organisations in the UK and internationally.

This course is accredited by the Chartered Institute of Marketing (CIM).

Course content:

Normally students attend three-hour blocks of teaching and seminar activities based on specialist reading, research and case studies.

You will be taught using a combination of structured teaching and independent study and research. Modules will be assessed with a mixture of essays, reports, group work, presentations and examinations.

- Moving to Masters
- Critical Developments in Marketing Theory and Practice
- Marketing Planning and Strategy
- Marketing Research I: quantitative methods
- Marketing Research II: qualitative methods
- Social Marketing
- Dissertation

Choose one option from:
- International Marketing
- Branding and Communications
- Behavioural Economics
- Digital Marketing
- New Product Development

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Behavioural science is a rapidly growing area for policy and business with fascinating insights into human behaviour and wide-ranging practical implications. Read more

Introduction

Behavioural science is a rapidly growing area for policy and business with fascinating insights into human behaviour and wide-ranging practical implications.
This exciting, course teaches the core theory and methods of behavioural science and behavioural economics, and how these can be applied to important business and policy-relevant issues.
This MSc is aimed at students with a very strong intrinsic motivation to study the link between economics, psychology, business and policy. The MSc is taught by dedicated staff from the Behavioural Science Centre who have extensive experience in integrating insights from economics and psychology to address key societal challenges.
The MSc offers students the opportunity to gain advanced training in behavioural theory, to learn a comprehensive suite of behavioural methods, and to understand how this ‘toolkit’ can be applied to understand and inform the decisions made by stakeholders, workers and consumers.

Key information

- Degree type: MSc, Postgraduate Diploma
- Study methods: Full-time
- Duration: MSc: one year; Diploma: nine months
- Start date: September
- Course Director: Dr Michael Daly

Course objectives

The course aims to enable students to:
- Develop an in-depth understanding of the core concepts and theory in behavioural economics.
- Understand the relevance of subfields of psychology (e.g. personality, IO) to business.
- Critically appreciate the psychological foundations of key concepts in behavioural science.
- Develop an understanding of how behavioural science has been and can be applied to business and policy contexts.
- Develop the capacity to understand the role of individual difference factors in shaping responses to and behaviours in different economic circumstances and business settings.
- Become proficient in carrying out statistical analyses (e.g. OLS, probit regression) using standard software.
- Understand the role of experiments in identifying decision processes and enabling behaviour change
- Design behavioural experiments and understand key issues involved in conducting and drawing conclusions from behavioural experiments.
- Understand methods of measurement and how the are employed across key domains in behavioural science (e.g. personality, preferences, well-being, health).
- Become aware of the data sources available to researchers in behavioural science and how best to utilise these resources to study business and policy-relevant issues
- Critically appreciate the complex conceptual, design, and statistical issues involved in testing causality in behavioural science.
- Develop, present and communicate arguments clearly and logically both in writing and orally.
- Develop an appreciation of unfolding trends in the behavioural science and behavioural economics literatures and to gain key insights from leading experts in the field.

English language requirements

If English is not your first language you must have one of the following qualifications as evidence of your English language skills:
- IELTS: 7.0 with minimum 6.0 in each skill
- Cambridge Certificate of Proficiency in English (CPE): Grade B
- Cambridge Certificate of Advanced English (CAE): Grade A
- Pearson Test of English (Academic): 67 with a minimum of 55 in each component
- IBT TOEFL: 100 with no sub test lower than 20

For more information go to English language requirements https://www.stir.ac.uk/study-in-the-uk/entry-requirements/english/

If you don’t meet the required score you may be able to register for one of our pre-sessional English courses. To register you must hold a conditional offer for your course and have an IELTS score 0.5 or 1.0 below the required standard. View the range of pre-sessional courses http://www.intohigher.com/uk/en-gb/our-centres/into-university-of-stirling/studying/our-courses/course-list/pre-sessional-english.aspx .

Delivery and assessment

You have an active role in your learning experience. Delivery includes lectures, seminars, guest speakers, article discussion groups, and presentations, followed by a three-month dissertation period. Assessment is by a mixture of examination and coursework, including written assignments and presentations. Successful completion of the taught element of the programme leads to the award of the Diploma or allows you to continue for the award of the MSc by completing a 15,000-word dissertation based on an original research question agreed by yourself and your supervisor. The project should reflect your own understanding and knowledge of selected topics learnt during taught modules.

Career opportunities

On completion of this course students will be ready and able to contribute innovative solutions to many businesses, governments and society.
The specialist knowledge they acquire in behavioural science will be invaluable in building long-term careers in business (e.g. human resource management, advertising, regulation, consumer marketing, social marketing and survey research) and those who wish to inform the design and implementation of public policy.
The course also provides an excellent entry for those thinking of progressing to doctoral research in this area.

Industry demand for skills

- Policy: The Cabinet Office has a Behavioural Insights team, which draws on insights from the growing body of academic research in the fields of behavioural science and psychology. The concepts and methods employed by the Behavioural Insights team are now being adopted in other countries and amongst those involved in policy implementation more generally.

- Marketing and Market Research: Key skills desired in marketing and market research include the ability to apply behavioural theory and methods to understand product pricings, promotion, and consumer perceptions. Part of this involves the understanding of the characteristics of customers, so that they can be grouped and targeted in customised ways.

- Human Resources: There is a demand for skills within organisation development, organisation design, resourcing and talent development as well as employee engagement within the HR environment.

- Survey Research: Government, state agencies, and businesses have demonstrated a strong demand for high quality survey data. Companies delivering this service seek sophisticated survey operations skills including knowledge of data collection modes, survey design, survey completion behaviour, formatting, quality control, and distribution.

- Business: Business and management careers now place increasing value on the capacity to apply behavioural insights to business challenges and to gather evidence using experimental methods.

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The MSc in Strategic Marketing is designed to provide you with the foundation for a successful career in marketing. Read more
The MSc in Strategic Marketing is designed to provide you with the foundation for a successful career in marketing.

You will study modules which cover the fundamentals of marketing including strategic marketing management, behavioural aspects of marketing, research in strategic marketing, integrated marketing communications, measuring marketing effectiveness, marketing and society, international marketing and digital media marketing.

Once you have completed the taught modules you will embark upon a Marketing Project working with a real organisation. The Marketing Project gives you the chance to apply the knowledge and skills gained in the taught modules to address a live marketing issue and to present possible solutions.

The course is designed to be relevant to a wide range of students from both developed and developing countries with career aspirations in a wide variety of marketing situations.

It provides you with expertise in all aspects of strategic marketing and is excellent preliminary training for those who wish to pursue further research for a PhD with a view to an academic or similar research-orientated career.

This degree programme is accredited by the Chartered Institute of Marketing (CIM) for the CIM Dual Award. Students graduating successfully from Business Management (Marketing) are entitled to attain the CIM Professional Diploma in Marketing by studying for and passing two CIM assessments instead of the four normally required.

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This course is designed for those seeking to develop their knowledge of digital marketing and e-commerce. It is ideal preparation for a career in marketing, advertising or social media. Read more

Course overview

This course is designed for those seeking to develop their knowledge of digital marketing and e-commerce. It is ideal preparation for a career in marketing, advertising or social media. It also suits those with an interest in communications and brand management. You will explore the theories behind the practice of digital marketing at an advanced level and have the opportunity to develop an in-depth and critical understanding of digital marketing planning and strategy.

The course is accredited by the Chartered Institute of Marketing (CIM), the world's largest organisation for professional marketers.

Modules

Core modules: moving to masters; critical developments in marketing theory and practice; marketing planning and strategy; marketing research 1 (quantitative methods); marketing research 2 (qualitative methods); digital marketing; dissertation. Choose one from: international marketing; social marketing; behavioural economics; branding and communications; new product development.

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The broad aim of the programme is to produce marketers and marketing managers who can run and successfully integrate at a managerial level in a broad range of organisational and marketing environments. Read more

Course Overview

The broad aim of the programme is to produce marketers and marketing managers who can run and successfully integrate at a managerial level in a broad range of organisational and marketing environments.

The course will be suitable for graduates motivated by the desire to launch a career or develop an existing one in the marketing field. This means that you will not be content to merely be presented with sets of theories and principles of marketing, but also expect to be given ample opportunity to critically evaluate the usefulness of these theories and principles in practice, especially in relation to your own particular needs.

The MSc Strategic Marketing will provide this opportunity in a number of ways, from case studies, projects through to the final thesis orientated assessment. We believe this programme gives its students the best chance to do well in a jobs market that will expect leaders and managers of the future to be equipped with the insights, education and skills needed to operate in what will be increasingly knowledge-intensive and complex environments.​​

See the website https://www.cardiffmet.ac.uk/management/courses/Pages/Marketing---MSc.aspx

​Course Content​​

The programme comprises of three distinct stages, Postgraduate Certificate (PGCert) Marketing, Postgraduate Diploma (PGDIP) Marketing, and MSc Marketing, with a range of compulsory taught modules (120 credits), and a non-taught element (60 credits). The MSc will be awarded on successful completion of 180 credits.

Term 1:
Certificate = Completing 60 credits:
- Understanding the Behavioural elements of Marketing: Knowing Your Consumer (20 credits)
- Polycentric Marketing Strategies: Going International 20 credits)
- Modern Marketing Research (20 credits).

Term 2:
Diploma = Completion of stage 1 and an additional 60 credits:
- E, Digital Marketing and Competitive Intelligence (20 credits)
- Effective Advertising for Competitive Advantage (20 credits)
- Academic Research for Business (20 credits).

Term 3:
Masters = Completion of stages 1 & 2 and:
- Dissertation (60 credits).

Learning & Teaching​

​The course is delivered with a mixture of lectures and seminars. Many of the assessments will be based on real world cases and therefore specialist guest speakers and visits to businesses will also form part of the learning journey. At Master’s level, self-management and independent research and study is expected with students being directed and encouraged to deepen their understanding of particular areas of Marketing. Moodle is used as an interactive VLE but the development of a learning community is particularly prevalent at Cardiff Metropolitan with excellent student support. ​

Assessment

Assessment on the programme is mixed and will include a variety of formats​.

Employability & Careers​

The MSc Marketing programme has been designed for people wanting a successful and rewarding career in marketing generally, but also in the following, specific areas:
- Advertising/ Communications,
- Consumer behaviour
- Branding
- Digital and E marketing
- Market Research
- Media integration
- International Marketing Strategy

Additionally the course is excellent preparation for continuing your study at MPhil or PhD at Cardiff Metropolitan University.​

Find information on Scholarships here https://www.cardiffmet.ac.uk/scholarships

Find out how to apply here https://www.cardiffmet.ac.uk/howtoapply

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As more consumer markets emerge, companies are increasingly interested in marketing their products around the world. If you want to be a part of one of these exciting ventures, this is the course for you. Read more

Course overview

As more consumer markets emerge, companies are increasingly interested in marketing their products around the world. If you want to be a part of one of these exciting ventures, this is the course for you.

Cultural differences, new technologies and the rapid emergence of Brazil, Russia, China and India create opportunities and challenges. This degree will help you rise to them.

The course will develop your knowledge of both the theory and practice of marketing at an advanced level. It will provide you with an in-depth and critical understanding of research methodologies, and marketing planning and strategy.

This course is accredited by the Chartered Institute of Marketing (CIM).

Modules

Core modules: moving to masters; critical developments in marketing theory and practice; marketing planning and strategy; marketing research I: quantitative methods; marketing research II: qualitative methods; international marketing; and dissertation. Choose one from: branding and communications; social marketing; behavioural economics; digital marketing; or new product development.

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Our Marketing MSc develops your understanding of both the theory and practice of marketing to an advanced level. It applies marketing theory to real-world situations through case studies and employer-based projects, and covers such areas as research methodologies, marketing planning and strategy. Read more

Course overview:

Our Marketing MSc develops your understanding of both the theory and practice of marketing to an advanced level.

It applies marketing theory to real-world situations through case studies and employer-based projects, and covers such areas as research methodologies, marketing planning and strategy.

Throughout the course, you will be taught by a team of highly qualified, research-active lecturers with a wealth of commercial experience. They will give you a chance to put your skills into practice and gather the kind of practical knowledge that employers are looking for.

At the end of the first term, you have the option to specialise in one of three subdisciplines: branding and communication, international marketing or social marketing. Your choice will be reflected in your degree title (eg Marketing (Branding and Communication) MSc) and affect the type of career that the degree opens up for you.

This course is accredited by the Chartered Institute of Marketing (CIM), the world's largest organisation for professional marketers.

Course content:

Core modules:
- Moving to Masters
- Critical Developments in Marketing Theory and Practice
- Marketing Planning and Strategy
- Marketing Research I: quantitative methods
- Marketing Research II: qualitative methods
- Dissertation

Choose two options from:
- International Marketing
- Branding and Communications
- Social Marketing
- Behavioural Economics
- Digital Marketing
- New Product Development

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Do you want to develop your professional expertise and advance your career in marketing? The Master of Marketing is an innovative course that blends cutting-edge research and practice to deepen your marketing knowledge. Read more
Do you want to develop your professional expertise and advance your career in marketing? The Master of Marketing is an innovative course that blends cutting-edge research and practice to deepen your marketing knowledge.

You will develop an understanding of strategic marketing constructs and focus your learning in specialist areas. Your knowledge will be developed through a blend of formal and informal approaches that promote learning and transformation.

You will have the opportunity to learn with and from a diverse range of professionals, who bring different, but complementary, knowledge and perspectives. You will also develop the confidence to create new strategies and unleash your creativity.

Flexible study options enable you to balance busy work schedules and personal commitments. Some units are offered in intensive five-day blocks, or two-day split blocks, in addition to evening classes and online options. The range of elective units on offer allows you to customise the course to suit your professional interests and career goals, and includes the opportunity to undertake a corporate project under supervision.

Professionals seeking a marketing career with a global enterprise are also encouraged to participate in one of our global study programs in marketing.

Visit the website http://www.study.monash/courses/find-a-course/2016/marketing-b6010?domestic=true

Course Structure

The course is structured in two parts. Part A. Mastery knowledge and Part B. Application studies. All students complete Part A. Depending upon prior qualifications you may receive credit for Part B.

PART A. Mastery knowledge
These units will provide you with a comprehensive study of the field and the impacts of marketing within organisations. You will gain an appreciation of key concepts and contemporary practice to develop your capacity to operate as a critical and creative professional.

PART B. Application studies
These studies will advance your knowledge and skill development and provide you with specialist professional knowledge and advanced practical skills that can be applied in the marketing field.

For more information visit the faculty website - http://www.study.monash/media/links/faculty-websites/business-and-economics

Welcome to the Department of Marketing

Our department is characterised by its energy, purpose and innovation. We are one of the largest providers of tertiary-level marketing education in Australia, with more than 40 full-time academic teaching and research staff.

Excellent teaching
Marketing continues to be one of the most sought after study areas of the university. Every year we welcome over 1500 new students in our undergraduate and postgraduate programs. Students have a variety of study options and are taught by experienced academics and industry professionals. Graduates have successful careers in business and not-for-profit organisations; many of our alumni are highly esteemed and award-winning marketers.

World-class research
Our research deals with important problems in business and the wider society. Our research especially deals with issues relating to advertising, branding and communications, retailing and services, strategy and business-to-business marketing, and social marketing, including health promotion and behavioural change. Our research gets published in the very best international journals, uses the most advanced methods and approaches for consumer and organisational research, and provides cutting-edge insights. We have an outstanding record of research and are considered "well above world-standard", with an ERA (Excellence of Research for Australia) rating of 5.

Find out how to apply here - http://www.study.monash/courses/find-a-course/2016/marketing-b6010?domestic=true#making-the-application

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Behavioural economics applies psychological insights into human behaviour to explain how real people make economic decisions. Read more
Behavioural economics applies psychological insights into human behaviour to explain how real people make economic decisions.

Who is it for?

The course is suitable for recent graduates in economics, psychology and related social science or quantitative disciplines who are looking to develop a career in the fast-paced world of behavioural economics, either in the public or private sector.

As the course is offered in full-time and part-time modes, it is also suited to professionals who want to enhance their theoretical knowledge and practical skills and would benefit from an academic environment.

Objectives

Behavioural economics applies psychological insights into human behaviour to investigate how people make economic decisions under various conditions of constraint (e.g. time and knowledge) and influence (e.g. social pressure). This is an important field in modern economics, and the social sciences more generally.

Commercial organisations have long known the limitations of individual decision making and they routinely use this knowledge in their commercial practices (e.g. anchoring effect of minimum payment on credit cards). The practical implications of behavioural economics are varied and significant, and acknowledged to provide a powerful and cost-effective approach to improving human welfare.

The Behavioural Economics MSc will develop your skills and knowledge to prepare you for a wide variety of roles in the private or public sector that require a solid understanding of human behaviour.

Teaching and learning

The modules are taught by lecturers from the economics and psychology department with research interests in behavioural economics.

In each module you will receive typically 30 hours of face-to-face contact, supported by online resources (e.g., videos and advanced readings provided on the learning platform Moodle) for your self-directed study. You will be required to take responsibility for your own learning and to take advantage of the learning opportunities offered (e.g., invited speakers programme and online resources). The learning and teaching strategies for each module will expose you to a range of methods, comprising: lectures, guest lectures, seminars, group work, workshops, small group discussions, tutorials, reflective reports and research project supervision.

Assessment

In order to assess your full range of learning, you will complete reflective reports, essays, examinations, interpretation of statistical analyses, formal research proposals and a research dissertation. Most individual modules are assessed by a combination of coursework and examinations. In addition, you will be directed to independent study and receive detailed feedback on your coursework as an aid to your further learning. These different forms of assessment have the aim of assessing your knowledge, skills and appreciation in different areas of behavioural economics (e.g., theoretical knowledge and applied aspects of behavioural techniques).

Modules

Full-time students take four modules in each of the first two terms, followed by a written research dissertation in the third term.

Most of the modules are structured as a combination of two-hour lectures (to present information) and one-hour seminars or clinics (to understand and assimilate lecture material) or lab sessions. Teaching and learning is enhanced by technology-supported resources, and teaching staff are available for one-to-one interaction and feedback.

It is expected that full-time students will spend about three hours in lectures/seminars plus self-directed, independent study hours for each module per week. You should also expect to attend seminars given by invited speakers and seminars on dissertation writing (about one to two hours per week).

Your workload might vary from week to week.

Term 1
-Principles of Economics
-Cognitive and Economic Science of Rational Choice
-Psychological Processes: Individual and Social
-Behavioural Research Methods: Design and Analysis

Term 2
-Experimental Economics and Game Theory
-Fundamentals of Cognitive Science
-Applied Econometric and Psychological Research Methods
-Professional Aspects of Behavioural Economics

Term 3
-Research Dissertation
Students with a strong background in Economics may substitute 'Principles of Economics' with a microeconomics module from one of the MSc programmes offered by the Department of Economics. You may also substitute an appropriate elective from one of the MSc modules offered by the Department of Economics for 'Professional Aspects of Behavioural Economics' - this will allow a pathway through the programme that is focused on theoretical and research economic themes.

Career prospects

Whilst there is not yet a specific occupation of 'behavioural economist', the knowledge and skills acquired are highly valuable in a range of sectors:
-Economic consultants undertaking marketing activities
-Health economics consultants developing sales/markets for products (from branded medicines to health insurance schemes)
-Public policy specialist who advises on the choice architecture of decision making (e.g., transport decisions)
-Political campaigns and public relations more generally
-General marketing, sales and consumer psychology (preferences, sensitivity to incentives, and default behaviour)
-Brand awareness consultancies
-Financial trading and risk assessment
-Internet auction companies
-Design consultancies (e.g. websites)
-In large international institutions, e.g. World Bank, EBRD, Central Banks etc.

City’s Behavioural Economics postgraduate course would be especially valuable for professionals who already work in occupations which involve the need to understand the scientific dynamics of human decision making and behaviour (e.g., financial traders who require the right psychological attitude as much as appropriate strategy knowledge).

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Branding is one of the most important aspects of marketing. This course is designed for those seeking to develop a specialist understanding of brand management and communications. Read more

Course overview

Branding is one of the most important aspects of marketing. This course is designed for those seeking to develop a specialist understanding of brand management and communications. If you want to kick-start a career in one of these exciting fields, this is the course for you.

This degree will introduce you to the various tools businesses use - including advertising, promotion and PR to communicate with target markets. It will provide you with an in-depth and critical understanding of research methodologies, as well as marketing communications planning and strategy. You will critically analyse real world branding and develop a marketing communications strategy for a real client. This will provide you with the commercial marketing experience that employers are looking for.

This course is accredited by the Chartered Institute of Marketing (CIM), the world's largest organisation for professional marketers.

Course content

Core modules:
- Moving to Masters
- Critical Developments in Marketing Theory and Practice
- Marketing Planning and Strategy
- Marketing Research I: quantitative methods
- Marketing Research II: qualitative methods
- Branding and Communications
- Dissertation

Choose one option from:
- International Marketing
- Social Marketing
- Behavioural Economics
- Digital Marketing
- New Product Development

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Applying behavioural economics to real-world problems is becoming increasingly widespread. The main findings from behavioural economics are that individuals deviate from optimal behaviour in a consistent and regular manner. Read more
Applying behavioural economics to real-world problems is becoming increasingly widespread. The main findings from behavioural economics are that individuals deviate from optimal behaviour in a consistent and regular manner. Furthermore, emotions play an important role in decision making in many scenarios. As a consequence, policy-makers are beginning to appreciate the relevance of applying tools and techniques from behavioural economics in understanding the behaviour of individuals.

Over the past decade, techniques in behavioural economics have been applied by a large number of both private and public sector organisations. These include the Bank of England, Coca-Cola, the Financial Conduct Authority, Google, HMRC, Hyundai, HSBC, Oxfam, VISA and the NHS, while concepts from behavioural economics are widely used in areas such as marketing, organ donor framing, incentives to save, incentives to spend etc. There does not seem to be an aspect of life in which applications from behavioural economics are not relevant.


Why study MSc Behavioural Economics in Action at Middlesex?

As a result of this growth in demand, we are offering MSc Behavioural Economics in Action with a strong emphasis on real-world applications, that is, in action. It is the very first programme of its type to be offered in the London area.

The programme will provide a unique learning experience for its students. The course offers as much emphasis on behavioural theories as on the practical applications of behavioural economics, but what makes our masters programme unique is that - as part of their degree - our students will be required to undertake a three-month long behavioural project with real-world implications supported by a mentor.

The course is particularly aimed at individuals with extensive work experience in areas such as policy making and senior management in any type of organisation in the public or private sector. The tools and techniques we teach are also in great demand in organisations that seek to understand customer and consumer behaviour.

Recent graduates from related disciplines looking to enter into the fast growing area of behavioural economics are also encouraged to apply, including anthropology, business, economics, finance, political science, psychology, sociology, neuroscience, etc. Those holding degrees in maths or physics are also welcome.

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The MSc in Marketing is focused on developing the marketing knowledge and skills that will enable you to operate at the highest level of management. Read more
The MSc in Marketing is focused on developing the marketing knowledge and skills that will enable you to operate at the highest level of management. The programme developes the conceptual and practical skills needed by graduates to perform successfully in the marketplace.

You must complete 7 modules (5 core plus 2 options) and the Marketing Project

Core Modules:
Applied Market Research
Global Marketing Strategy
Consumer Marketing
Strategic Marketing
Marketing Communications

Option Modules:
Social Entrepreneurship
Marketing in Society
Brand Marketing
Business to Business Marketing
Financial and Behavioural Aspects of Marketing
Sales Management - a relationship perspective

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This course is well suited if you wish to make a career in business. You’ll develop a strong understanding of the key business areas of finance, marketing, behavioural economics, and statistics and data analysis. Read more
This course is well suited if you wish to make a career in business. You’ll develop a strong understanding of the key business areas of finance, marketing, behavioural economics, and statistics and data analysis.

Course structure

You will begin with your core module, Marketing, and three other modules in related key business areas (Quantitative Methods for Business, Fundamentals of Economic Behaviour, Strategy Analysis and Practice).

In Term 2 you will study three specialist marketing modules (Strategic Marketing, Global Branding, Service Marketing) and choose one from a choice of elective modules allowing you to explore another field.

Elective modules
We offer a range of elective modules, giving you stimulating options. You undertake one elective in term 2 and if you select the term 3 Business in Practice route you will also select two other electives. Please note that module availability may vary and that your first choice may not be guarantee. Please see the drop down link for module descriptions.

Assessment
Assessment is a mix of exams, project work, and tests. Your dissertation or Business in Practice module brings all your learning together.

Choice of Dissertation or Business in Practice route:
Dissertation route
If you are considering further academic study (PhD) and you would like the opportunity to research a topic relating to marketing, the 8,000 word dissertation enables you to test and apply the techniques and theories you have gained. You will be supervised and supported throughout and will usually submit your dissertation in early September. The Term 3 Research Methodology module will help prepare you for the dissertation.

In total you will study eight core modules and one elective, and complete a dissertation. The term 3 Research Methodology module will help prepare you for the dissertation.

Business in Practice route
If you would like to develop further applied skills and specialist knowledge to suit your career aspirations, you can complete your studies with two additional elective modules and our applied Business in Practice module. You will develop deep functional and industry expertise with practical insights from our faculty and our CareersPlus & Corporate Relations team.

In total you will study seven core modules, three electives and also complete the core Business in Practice capstone module.

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Our E-Business (E-Marketing) MSc combines business strategies, leading technology, entrepreneurship and organisational behaviour. Read more
Our E-Business (E-Marketing) MSc combines business strategies, leading technology, entrepreneurship and organisational behaviour. We will prepare you to excel in using the internet to attract, engage and retain customers.

Customers are at the core of all winning corporate strategies. An e-commerce business markets products based on the tracking of consumer activities on the internet.

Enterprise systems and service personnel must be able to fulfil the requirements of clients once sales materialise. They must also be able to solve or escalate any concern at any point of the interaction. This relies on fully integrated systems, strong cross-functional working and a customer-centric culture.

This course addresses the full customer relationship cycle, which includes marketing, sales and service.

Your development

The course will also support your personal development, shape your entrepreneurial mind-set and enhance your employability prospects.

On completion of the course you will demonstrate knowledge of:
-The business value of contemporary technologies
-Your personal development as an entrepreneur and intrapreneur
-The feasibility of disruptive e-business models
-Business planning and new ventures
-The link between business strategy and systems
-Business processes, such as the ones involving clients and suppliers
-Business intelligence systems
-Organisational alignment for the attainment of e-business benefits
-The marketing function in organisations
-Customer relationship management

Other topics you will cover include:
-Social media planning
-Mobile commerce
-Data analytics
-Behavioural targeting
-Campaign management
-E-mail marketing
-E-sales
-Call centres
-Online self-service
-Contact channels integration
-Customer segmentation and life cycle
-Customer-oriented culture

Career focus

This course is designed for professionals from any academic background who want to excel in the use of the internet to influence the full relationship cycle with clients. It is suitable if you want to work for a technology start-up or multinational company, including product and service providers.

Our graduates progress into careers as e-marketing consultants, CRM managers or project managers. The course is also relevant to industry analysts and product development managers in the e-business sector.

Many graduates from our E-Business courses have worked for international companies, such as:
-Google
-Yahoo
-IBM
-Dell
-Accenture
-KPMG
-Ernst & Young
-PwC
-Hewlett-Packard
-The Hut Group
-Travix International
-Hitachi Solutions
-BAE Systems Applied Intelligence
-Ctrl-Shift
-HSBC
-Lloyds Banking Group
-GlaxoSmithKline
-Datwyler
-Walmart

Other graduates have used their acquired expertise to start up their own companies, or develop their family business.

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