MSc in Marketing & Consumer Behaviour

1 Year On Campus Masters Program

Goldsmiths University of London

Program Overview

The MSc Marketing & Consumer Behaviour at Goldsmiths is all about understanding why people make the choices they do — from what products they buy to how they interact with brands and media. If you’re curious about the psychology behind consumer decisions and want to turn that insight into smarter marketing strategies, creative campaigns, or meaningful customer experiences, this programme combines theory, research, and hands-on practice to prepare you for a career shaping consumer-focused business decisions.

Curriculum Structure

This one-year full-time (or two-year part-time) MSc takes you from understanding consumer behaviour to applying it in real-world marketing contexts:

Foundations: You start with core modules like Consumer Behaviour, Psychology of Marketing and Advertising, and Behavioural Data Science, where you’ll explore the psychological, cultural, and data-driven forces that influence consumer choices. This gives you a solid understanding of why people make the decisions they do and how marketers can respond effectively.
Applied Skills: In modules such as Marketing Strategy, Creating Customer Experiences, and Consumer Culture, you’ll learn how to design campaigns, shape customer journeys, and create brand experiences that resonate with real audiences. These classes blend theory with practical exercises to help you translate insight into actionable strategies.
Research & Specialisation: The programme culminates in a substantial Research Project / Dissertation, where you’ll investigate a topic that excites you — whether it’s consumer psychology, digital media influence, pricing strategies, or brand experience. Optional modules let you tailor your MSc to your career goals, exploring areas like innovation, digital marketing, analytics, or design thinking.

Focus Areas

Consumer psychology; behavioural economics; marketing strategy; customer experience; advertising & media influence; cultural perspectives on consumption; data-driven consumer insight.

Learning Outcomes

You’ll graduate with the ability to understand what drives consumer choices, analyse consumer data effectively, design psychologically-informed marketing strategies, evaluate the role of media and culture in shaping consumption, and conduct independent research projects in marketing and consumer behaviour.

Professional Alignment (Accreditation)

The MSc is delivered by Goldsmiths’ Institute of Management Studies and aligns with advanced academic standards for a master’s-level qualification (FHEQ Level 7), equipping you with skills and knowledge valued by employers in marketing, research, and media.

Reputation (Employability & Career Outcomes)

Graduates go on to work in consumer insight, market research, marketing, media, advertising, communications, brand management, and PR, gaining a real edge by understanding human behaviour.
Goldsmiths is renowned for combining creative thinking with academic excellence, making your MSc highly attractive to employers across marketing, media, research firms, and agencies.

Experiential Learning (Research, Projects, Internships etc.)

On the MSc Marketing & Consumer Behaviour at Goldsmiths, you’ll gain hands-on experience that goes far beyond traditional lectures. You’ll be designing and carrying out your own research, analysing real-world data, and applying psychological insights to understand why people make the choices they do. Through projects, strategy exercises, and practical modules, you’ll develop the skills and confidence to tackle consumer-focused challenges in the workplace.

Here’s how that practical experience comes to life:

Research-led projects and dissertation: Your 60-credit Research Project gives you the opportunity to design your own study, collect and analyse data, and draw conclusions about consumer behaviour — giving you invaluable experience in real-world research methods.
Applied psychological and data analysis training: Modules like Behavioural Data Science teach you how to use quantitative and qualitative data to uncover consumer insights — skills that are highly valued in market research, consumer insight, and marketing analytics roles.
Strategic and experience-design practice: In modules such as Marketing Strategy and Creating Customer Experiences, you’ll apply theory to build actionable marketing and customer-experience plans, learning how to translate insight into strategy.
Understanding cultural and societal context: Through Consumer Culture, you’ll explore how media, identity, and society influence consumption — helping you make marketing decisions that are socially aware and culturally informed.
Academic and research support: Goldsmiths provides workshops, academic literacy sessions, and guidance on research methods to help you succeed in your dissertation and other practical projects.
Industry-ready skills: By combining data analysis, marketing strategy, and consumer psychology, the MSc equips you with the skills employers look for in market research, advertising, communications, and consumer insight roles.

Progression & Future Opportunities

Graduates from the MSc Marketing & Consumer Behaviour are well-prepared to step into roles where understanding people is just as important as understanding products. Many go on to careers as consumer insight analysts, market researchers, marketing strategists, or communications specialists. With Goldsmiths’ focus on combining research, data analysis, and cultural understanding, you’ll leave with skills that employers truly value and a portfolio that demonstrates real-world readiness.

Here’s how the programme helps you launch your career and what you can expect after graduation:

Tailored career support: Goldsmiths’ Careers Service offers one-to-one sessions, CV and portfolio guidance, interview preparation, and access to internships and job listings — giving you practical support whether you want to join a company, agency, or start your own venture.
High employability outcomes: A large percentage of postgraduate students move into highly skilled roles within 15 months of graduating, giving you confidence that your degree will open doors.
Diverse career paths: Alumni work across consumer insight, market research, marketing, media, advertising, communications, PR, and even entrepreneurial ventures, showing the flexibility your skills provide.
Long-term value of the degree: The MSc combines psychological and cultural insights with marketing strategy and data-driven skills, equipping you to adapt to different roles and industries throughout your career.
Flexibility for the future: Whether your goal is corporate marketing, agency work, or freelancing, this degree gives you the knowledge, practical experience, and credentials to succeed and grow.

Further Academic Progression:
If you’re interested in research or academia, the MSc provides a strong foundation for PhD or other research-focused postgraduate study in areas like consumer psychology, marketing research, behavioural economics, social sciences, or media and communications. The research project and data-driven approach prepare you to tackle more advanced or specialized academic work.