Master of Business and Consumer Psychology (MA)

Today’s successful businesses and organisations need highly trained people who can help them understand their consumers and understand issues such as: What makes them choose one product over another? Do brand names and advertising really affect our thinking? Will the internet change the face of urban and suburban shopping areas?

Master of Business and Consumer Psychology Overview
This joint Masters degree is designed for graduates wishing to start, or further develop, careers in Consumer Psychology and Business. The programme is delivered by schools which enjoy an international reputation in their field; the School of Psychology achieved the top RAE score of 5*A for its research (one of only seven in the UK) and the Business School achieved a score of 5.

The marriage of both disciplines is a natural one, as understanding behaviour and specifically consumer behaviour in the world of business can be crucial to the success of businesses.

In the first semester, Business and Consumer Psychology will be in equal proportions; however in Semester 2 there will be a greater focus on business and the dissertation is undertaken in a business-related subject. It is also possible to undertake a Consumer Psychology and Business Masters degree that will involve a greater focus on Consumer Psychology in Semester 2 and a dissertation undertaken in this field.

In this MA, the dissertation involves an extended literature review, however students may follow the MSc route in which the dissertation will involve empirical research.

Master of Business and Consumer Psychology course structure

Master of Business and Consumer Psychology consists of taught courses as well as completion of a dissertation based on a research proposal acceptable by the course leader and department. The following is an outline of the taught courses and courses description for the master degree:

Compulsory modules:

• Marketing Strategy
  This module critically evaluates the contributions of various schools of thought in marketing, and examines the relevant analytical models and management practices, with emphasis on the strategic importance of marketing to all organisations.
• Corporate Strategy
  This module analyses strategic decision-making within business. You will develop a critical understanding of the strategic processes of business management, the interconnections with the functional domains of marketing, human resource management and corporate finance, and the management of knowledge systems.
• Cognitive Neuroscience and the Visual Arts
  This module will link recent findings from cognitive neuroscience to the understanding and appreciation of visual art. The module will address how knowledge of visual perception, attention, memory, social expression and emotion can all be used to provide insight into how visual art, both "fine" and applied art communicates its message to us, as viewers. The module will also address how knowledge of the brain and its control over behaviour can assist in creating more effective commercial art, especially print advertisement and package label design.
• Consumer and Applied Psychology
  This module examines some non-traditional career paths available to individuals with a degree in psychology. Through structured examinations, students will learn a range of scientific and real-world skills (such as research techniques, problem formulation, branding, profiling, experimental design, problem solving, qualitative-research, brainstorming, etc). The main focus will be consumer psychology (marketing/business) however, other areas of applied psychology may also be examined (e.g. organisational psychology, personality psychology).
• Issues in Quantitative and Qualitative Analysis
  This module provides students with an understanding of the background, issues and controversies surrounding some of the methodologies and statistics used to accomplish research objectives.
• Proposal (Management Research)
  

Optional modules (choose 4):

• Management and Organisational Behaviour
  This module provides an integrated analysis of management as an academic discipline, drawing on the work of classical and contemporary writers in the field, and as a practical strategic activity in a dynamic environment of continual change.
• Human Resource Management
  This module develops a critical awareness of the key human resource management issues that arise within organisations. You will examine the theory and practice of human resource management in a variety of organisational settings, including an international dimension.
• Business Planning
  This module explores the process of establishing a business venture, from the initial idea generation through to the formulation and completion of the business plan. The module content is structured in accordance with the actual process of business planning.
• European Business
  This module examines the opportunities and constraints faced by businesses that operate on a pan-European basis. Emphasis is placed on the multi-dimensional characteristics of an economic and social space that is subject to a unique system of supra-national governance.
• Knowledge Management
  This module examines the processes whereby organisations and individuals develop and utilise their knowledge bases. Knowledge is a key asset and source of competitive advantage in the new economy. Successful knowledge management hinges on people, culture and technology. As such it has professional and academic links with organisational behaviour and organisational learning.
• New Venture Creation
  This module examines the advantages and disadvantages of the various routes to business start-up, including new venture creation, or establishing a business based on your own expertise, experience and ideas; buying an established business; purchasing a franchise; and succession through a family firm, an increasingly common way of becoming involved in entrepreneurial activity.