The MSc International Marketing and Consumer Psychology programme teaches critical, strategic, and methodological marketing skills, focusing on consumer behaviour, psychology, and consumption culture. It offers an exciting chance to explore marketing from a consumer's perspective in the global marketplace. The curriculum emphasizes understanding of the psychological processes behind consumer decision-making and cultural factors influencing consumption. Students can pursue an industry-based consultancy project and apply marketing knowledge and skills to real-world cases.
- Specialise in B2C marketing - marketing with a consumer orientation.
- Learn from academic experts in consumer psychology, consumer culture, sustainability and social marketing
- You'll be taught to examine normative consumer behaviour concepts and consider their relevance to the Global South and non-western contexts.
Study options
- Starting in
- September 2025
- Location
- Mile End
- Fees
- Home: £15,250
Overseas: £33,500
EU/EEA/Swiss students
What you'll study
The programme will build the following broad skills:
- Ability to develop independent insights from research, concepts, and consumer psychology theories and apply these to real-world scenarios.
- Ability to critically evaluate approaches and viewpoints on consumer behaviour, utilising analytical skills to assess the choices consumers make.
- Ability to deal with complex and dynamic marketing challenges and innovatively apply consumer behaviour/psychology orientations to an international marketplace.
- Ability to examine ethical marketing practices in terms of sustainability, consumer rights and choice orientations.
- Knowledge of how to build consumer relationships ethically and with responsibility, in accordance with the changing regulatory environment.
Structure
- 7 compulsory 15 credit modules
- Choice of one 15 credit elective out of three options (subject to change)
- Choice of one dissertation pathway of 60 credits: either Dissertation for Marketing (BUSM106) or Marketing Consultancy Dissertation (BUSM248)
Compulsory/Core modules
All marketing action is aimed at consumers. Without an understanding of the consumer the application of marketing tools is unlikely to yield the desired outcomes. This module develops a useful, conceptual understanding of consumer and market behaviour as a main consideration in marketing. The course offers a brief introduction into consumer research and then focuses on an understanding of the consumer from a mainly psychological perspective. Overall, the course provides frameworks that enable students to address the issue of understanding consumers responsibly, systematically, and creatively.
This module will give you a basic introduction to research methods for marketing, starting with problem definition and question formulation, continuing onto selecting and designing appropriate research methodology and collecting data in various marketing circumstances, and finishing with essential data analysis with modern tools, and interpretation of that data. Finally, we will also work on essential tools for putting all of this together: how to communicate these ideas and findings to a broad audience in the form of a research report and oral presentation.
The dissertation forms an important part of the assessment of the MSc Marketing Programme, carrying a weighting of 60 credits. The dissertation involves demonstration of ability to execute a research plan and independent investigation. The investigation can rely on primary data collected by the student, on secondary data available in the literature, or a mix of both. The dissertation will reflect skills of formulating research questions, synthesising information and analysing data, drawing insights and conclusions, and written communication.
This module provides an outlook on marketing as a sub-discipline of management studies. It offers students (MSc in Management and Management and Organisational Innovation) a theoretical foundation of marketing concepts (e.g., consumer behaviour, pricing, product management, branding) and different ways that these concepts can be integrated within the broader field of management. Special emphasis is given to understanding practical implications of marketing and consumer behaviour theories.
The module provides salient theoretical and conceptual understanding of the changing nature of the politics of consumption, consuming communities and digital cultures emerging through the convergence of technologies in a global networked society/marketplace. The basis of the module is that the cultures of consumption are changing seismically through digital platforms and there is a need to examine the different cultural phenomena and trends which are shaping consumption patterns globally and in terms of specific cultural contexts. The module reviews examines IoT and the home, social media rituals, connected publics, digital cultures in the workplace, the virtues of the sharing economy, avatars, digital bodies, posthumanism, digital intimacies, global digital cultures including perspectives from the global south as well as netnography and digital visualization.
Marketing communications has a global perspective and there are implications in creating, developing, and implementing a marketing communications programme on a global scale or in different countries. This module draws extensively on international communication case studies and contexts.
The aim of this module is to explore the theory and practice of planning, effectively designing social marketing strategy, implementing and evaluating social marketing campaigns, and understanding the theory, uses and impacts of behavioural science and behavioural economics on society for its common good and social justice.
This module is designed to expose students to the latest advancements in sustainability issues and research in the marketing discipline. The module will cover the roots of sustainability marketing as a field of research, and introduce the range of research on sustainability, from the theoretical to the empirical, and from the classic to the current. The core of this module will be boosting students' ability to integrate sustainability into the theory and practice of marketing. Readings in each session incorporate theoretical and empirical studies, giving students an opportunity to explore different ways of pursuing answers to current sustainability, CSR and ethical challenges.
This industry-based consultancy project allows students to apply their knowledge and skills to a real-world consulting problem while also developing their professional and practical marketing management skills. This project leverages independent work and is designed for students to carry out a case-based research plan and apply frameworks and theories taught in the programme through formulating a research question, reviewing relevant literature, collecting primary and/or secondary data, analysing, and reporting findings and proposing evidence-based strategies for a specific problem. For the group work element (i.e., group presentation) students will have the opportunity to fill out a peer-assessment form.
Elective modules
In this course, students will learn the art and science of storytelling as a strategic and tactical language of brand communication to break the information clutter and inform, connect, inspire, persuade and engage the consumers. Storytelling in the digital age fosters brand-consumer conversation, co-creating deeper symbolic meaning and brand tribes.
The module will provide an appreciative overview of the digital communications landscape and how digital platforms and technologies have/are transformed(-ing) marketing communications and campaigns. Students will learn to leverage digital channels to create an integrated marketing campaign.
This module will examine the cultural politics of advertising and consumption in relation to the perspective of cultural studies. It will provide a critical map of the field and bring together work on consumer culture in anthropology and sociology with work on media audiences within media studies and sociology.
Please note that all modules are subject to change.
Assessment
Learning outcomes are assessed using a mix of coursework, essays, projects, presentations and, in some cases, exams. There will be variation across modules, and some are wholly examined by coursework. Teaching staff will aim to provide students with constructive feedback on assessments.
Dissertation
Compulsory with choice between Dissertation for Marketing or Marketing Consultancy Dissertation.
—The International Marketing and Consumer Psychology programme was a highly valuable experience, thanks to the ongoing support from the exceptional academic staff. Their guidance, especially during my dissertation, allowed me to focus on my unique research interest in sustainability marketing. The lectures, enriched by guest speakers from the industry and business scenario analyses, enabled me to explore the field more deeply. These experiences also created valuable networking opportunities that have been instrumental in my current role. In conclusion, the programme gave me the tools and knowledge to apply directly to my career and has continued to inspire my professional growth.
Hazal Sanal, Account Executive and MSc International Marketing and Consumer Psychology Alumni
Teaching
Teaching will be conducted by research and scholarship-oriented staff and supplemented, where appropriate, by visiting lecturers with professional expertise in sectors such as communications, advertising and public relations.
Students typically have 3 contact hours per week for each module. Within these three hours, each module has its own pattern of lectures, seminars/classes and other activities. Students could take part in a range of different activities, including one-to-one tutorials, expert lectures, group-work, independent studies, research projects, team group learning.
Where you'll learn
Facilities
- ThinkPod interactive collaboration space with presentation, recording and video conferencing facilities.
- Media suite with industry-standard design and editing software (QUBE).
- Brand new Graduate Centre, offering purpose-built study spaces and an exclusive rooftop common room.
- 24-hour library on campus.
Campus
Teaching is based at Queen Mary’s Mile End Campus, one of the largest self-contained residential campuses in the capital. Our location in the heart of London’s East End offers a rich cultural environment.
We have invested £105m in new facilities over the past five years, to offer our students an exceptional learning environment. Recent developments include the £39m Graduate Centre, providing 7,700 square metres of learning and teaching space.
The campus is 15 minutes from Central London by tube, where you will have access to many of the University of London’s facilities, such as the Senate House library.
About the School
School of Business and Management
The School of Business and Management has a reputation as a socially engaged management school, with an innovative, multidisciplinary, mindful and responsible approach. We invite our students to ask incisive questions, to challenge their assumptions, and to search for solutions to real-world challenges.
We ensure students experience innovative and engaging educational pathways, alongside supportive staff and excellent research facilities.
The School is accredited by the Association to Advance Collegiate Schools of Business (AACSB), which ensures that the highest standards of excellence in teaching, research, curriculum, and learner success are met.
In the most recent Research Excellence Framework (REF 2021), the School of Business and Management dramatically moved up the Times Higher Education rankings. Among 108 UK business schools, the School now ranks:
- 22nd for overall research quality (up from 39th in REF2014)
- 28th for research outputs (up from 34th)
- 12th for research impact (up from 24th)
- 21st for research environment (up from 59th)
Queen Mary is also part of the Russell Group - a body of leading UK universities dedicated to research and teaching excellence.
Career paths
Graduates of this programme will be well-equipped to pursue roles in marketing-related sectors both in the UK and internationally, as the ability to use psychology to drive consumer engagement is sought within many marketing teams in public, private and third sector organisations. They may also wish to consider specialised roles in consumer research, customer insights or CRM communications.
—The International Marketing and Consumer Psychology programme is an exceptional pathway for aspiring consultants who want to excel in understanding consumer behaviour. The consultancy dissertation further enhances students readiness for a graduate role in consulting by offering a unique opportunity to collaborate with London-based businesses. With its specialized modules, the programme sets graduates apart to make an impact straight out of university.
Jack Casey, Co-Founder & CEO of Impact Consulting
Fees and funding
Full-time study
September 2025 | 1 year
- Home: £15,250
- Overseas: £33,500
EU/EEA/Swiss students
Conditional deposit
Home: Not applicable
Overseas: £2000
Information about deposits
Queen Mary alumni can get a £1000, 10% or 20% discount on their fees depending on the programme of study. Find out more about the Alumni Loyalty Award
Funding
There are a number of ways you can fund your postgraduate degree.
- Scholarships and bursaries
- Postgraduate loans (UK students)
- Country-specific scholarships for international students
Our Advice and Counselling service offers specialist support on financial issues, which you can access as soon as you apply for a place at Queen Mary. Before you apply, you can access our funding guides and advice on managing your money:
Entry requirements
UK
Degree requirements
A 2:1 or above at undergraduate level in any subject.
Find out more about how to apply for our postgraduate taught courses.
International
English language requirements
The English language requirements for our programmes are indicated by English bands, and therefore the specific test and score acceptable is based on the band assigned to the academic department within which your chosen course of study is administered. Note that for some academic departments there are programmes with non-standard English language requirements.
The English Language requirements for entry to postgraduate taught in the School of Business and Management falls within the following English band:
Band 4: IELTS (Academic) minimum score 6.5 overall with 6.0 in each of Writing, Listening, Reading and Speaking
We accept a range of English tests and qualifications categorised in our English bands for you to demonstrate your level of English Language proficiency. See all accepted English tests that we deem equivalent to these IELTS scores.
Visas and immigration
Find out how to apply for a student visa.