How much consumer behaviour is included in a marketing degree?
The amount of consumer behaviour in a marketing degree depends on the university and course. It may be a dedicated module or be covered within marketing principles, market research, advertising, branding or digital marketing. Some courses also offer optional modules or projects focused on consumer decision-making.
Key points
- Topics may include motivation, perception, attitudes, culture, customer journeys and buying decisions.
- Teaching can draw on psychology, sociology, behavioural economics and data analysis.
- Assessment may involve case studies, research projects, surveys or analysis of customer data.
Things to check
- Check the course structure and module descriptions for the specific degree, as the depth and number of consumer behaviour modules can differ by provider and academic year.