Uncover cutting-edge techniques for reaching customers and analysing their behaviour.
Developed by a team of chartered marketers and psychologists, this course blends theory with modern marketing practices – touching on new disciplines such as digital anthropology, behavioural economics and neuromarketing. You'll gain the skills and confidence to stand out from the crowd as a future brand manager, strategist or market researcher.
The key to being a great marketer is understanding how (and why) people think and act the way they do. Before diving into marketing strategy, you’ll examine how external and internal psychological factors can impact consumers' emotion, experience and action – touching on key theories in anthropology and sociology.
Exploring case studies from all around the world, you’ll discover how culture and upbringing can be leading influences on behaviour and decision-making. Using a range of psychological techniques, you’ll learn how to identify these influences and implement tailored strategies to reflect the unique wants and needs of these consumers.
You’ll also look at the concept of ‘brand’ and what this means to different audiences –investigating approaches like storytelling, customer relationship management (CRM) and affinity marketing to build mutual relationships and instill aspiration, trust and loyalty. To bring this to life, students have been joined by guest speakers, including:
With a scientific lab on campus, you’ll work on real neuromarketing experiments with your classmates, studying how people’s brains respond to brand-related messages by monitoring brainwave activity, eye tracking and more. You’ll build research reports, test theories, analyse data and create innovative new marketing solutions – developing your creative and critical thinking.
In your final term, you’ll undertake a one-month marketing placement, solving challenges in a professional organisation, followed by a traditional dissertation. Recent topics involve:
With London on your doorstep, you’ll have opportunities to engage with all aspects of the industry – gaining practical experiences and building valuable relationships.
We put you in the driving seat – shaping your education from day one:
This course is accredited by the Chartered Management Institute (CMI) – allowing you to register for an additional professional qualification. Registering with the CMI gives you access to a range of opportunities, detailed below, and means (if successful) you’ll gain a Level 7 Diploma in Strategic Management and Leadership Practice.
This can fast-track your professional development – helping you to quickly become a Chartered Manager (CMgr).
Please note, this is an opt-in arrangement and isn't automatic. You’ll be invited to a seminar in your first few weeks, that provides more information and enables you to register, if you wish.
Applying to Regent's is quick and easy. We accept direct applications year-round and there's no application fee. If you haven't received your exam results, you can still apply and we'll issue you with a conditional offer. You just need be clear in your application which qualifications you're currently studying for.
During the application process, you'll have the chance to upload supporting documents, including:
Credit transfer
If you’ve already studied part of your degree elsewhere, you may be able to apply for Recognition of Prior Learning (RPL) and join your new course at an advanced entry point. To apply for RPL, you'll need to state this clearly in your application and provide us with the certificates, transcripts and module descriptions for your previous course.
You can expect to receive a decision on your application within 10 working days. We'll assess whether you meet our entry requirements and will notify you of our decision via email. UCAS applicants will also receive official notification via the UCAS system.
For some of our courses, the selection process may include an interview or audition. They can take the form of a one-to-one interview, a group interview or a portfolio review, which may be conducted by telephone or online. Arrangements of these are made between you and the Admissions department.
If you wish to accept your offer, you must pay your (non-refundable) advance tuition fee deposit. This will confirm your place. Here's how.
Closer to the start of term, our Admissions team will send instructions regarding your registration process. This will include information on completing your online enrolment before you arrive, as well as a checklist of documents you'll need to bring with you to campus.
If you're an overseas student, you'll likely require a visa to study in the UK. Here's how to apply.
There are a wide variety of funding and scholarship opportunities to help you finance your studies. For more information, please visit our scholarships and funding page.
Tuition fee:
Non-refundable advance deposit:
UK students: £1,000
International students: £4,000
Read more about tuition fees.
If you receive an offer for a course, you’ll receive a pro forma invoice. To accept your offer and secure your place, pay your deposit payment as soon as possible.
The remaining portion of your first year’s tuition fees will be due when you enrol. At this time, you’ll receive your invoice for the full year. You can choose to pay for the year in full before the start of your first academic year or in two instalments, spread out across the academic year. The dates of these instalments will be determined by when your course starts.
What do fees include?
Fees cover the cost of all tuition and access to the University’s IT infrastructure and library learning resources. Fees are presented for the first level of study which equates to two terms.
What other costs should I budget for?
You will need to budget additional funds for accommodation and living expenses, travel, and any additional trips, visits, activities or courses that you choose to participate in outside of the tuition offered as part of your course.
The library holds a limited number of copies of core textbooks and where possible in e-format. You will be encouraged to purchase your own textbooks and will need to budget approximately £80-£100 per year, depending on your course.
At Regent's you’ll have the freedom to explore your interests in a supportive and nurturing environment with interactive classes, regular one-to-one contact with tutors, specialist facilities, industry opportunities and tailored careers advice – ensuring you develop the skills, experience and confidence you need to succeed.
We centre our teaching around your individual goals, identifying support you need to thrive. You'll be part of a collaborative environment, that brings all the nuances of marketing psychology to life in the classroom as you learn to predict, and potentially even alter, human behaviour.
You’ll pair deep industry knowledge with hands-on experiences, taking part in a blend of learning formats to give your studies context:
And, with access to a laboratory on campus, you’ll be able to work on experiments with classmates – testing theories, analysing data and perfecting your research skills:
Based in London, you'll also have opportunities to meet employers through guest lectures, live briefs, field trips and industry visits – giving you insights into the world of marketing and psychology and enabling you to put theory into practice.
Contact hours – In a typical week, you'll attend up to 30 hours of lectures in the first term and 36 in the second. Supervisors are available to discuss projects during the third term, but you're required to meet for a progress update every two weeks at least.
You'll be taught by a range of marketing leaders and research-active academics, who regularly collaborate with luxury brands and agencies, and have work published in journals. Many of the course texts are written by staff leading the programme, and guest lectures from leading professionals will show how new techniques are being implemented by pioneering brands.
Course Leader, Dr Zubin Sethna, is a qualified marketing practitioner and entrepreneur. He's the author of the UK and Europe’s most popular text on Consumer Behaviour (SAGE Publications – 4th Edition in 2019), the Editor-in-Chief of the prestigious Journal of Research in Marketing and Entrepreneurship, and has successfully launched five businesses – one of which won a UK National Award.
He has conducted research in the UK, Europe, India and China, and has raised external funding of nearly £550,000 for various academic projects. He's Co-Chair of the Academy of Marketing's Special Interest Group on 'Entrepreneurial and Small Business Marketing' and has been invited to conduct keynote lectures at HE institutions in the UK, EU, China and India.
You'll also be allocated a personal tutor, who'll meet you on a one-to-one basis at various stages throughout the year to provide you with guidance and advice to support your personal and professional development.
We're really proud of the global nature of our marketing courses, and our tutors also reflect this ethos – coming from a wide variety of countries and cultures across the world. In every way, you'll feel part of a global family.
Throughout the course, you'll be expected to undertake extra reading, research, revision and reflection, as well as preparing work for workshops, and working collaboratively with other students in preparation for assessment.
Your skills and knowledge will be assessed via a wide range of task-based projects, reports, field research, marketing plans, presentations, and live and simulated briefs – as well as essays, case study analysis and data collection. It's important to us that your learning and assessment is:
We welcome and support students with a wide range of disabilities and health concerns, including learning difficulties, visual and hearing impairments, mental health difficulties, autism conditions, mobility difficulties and temporary or chronic health conditions.
Our Student Support & Welfare team is here to support you. We ask that you speak with us as early as possible to enable us to support you. Find out more about our disability support and contact us.
We're interested in your potential, as well as your prior achievements – and we review each application comprehensively on its own merit. You'll need one of the following qualifications:
Accreditation of Prior Experiential Learning
We also welcome applications from students who don't meet our usual entry requirements. To be accepted for exceptional entry, you must:
You'll need to provide us with:
This will be assessed on a case-by-case basis, by academic referral only.
Minimum English proficiency requirement through one of the following qualifications (or equivalent):
| Qualification | Subject | Grade |
|---|---|---|
| GSCE* | English | C (4) |
| IB SL or HL* | English A | 4 |
| IB HL* | English B | 5 |
| US HSD (studied in a majority English-speaking country)* | Grade 11 and above in English | C |
| IELTS* | Academic | Overall score of 6.5, with 5.5 or above in each component |
| UG degree | From English-speaking countries – defined by the UKVI | Second class |
Please note, we do not accept home/online editions of English language tests.
*Qualification satisfies the English language requirements of the UKVI for non-UK/Irish nationals.
We also offer conditional students a free, online diagnostic test known as the Regent’s English Proficiency Test (REPT). This must be booked in advance. Discover more.
You'll graduate from Regent's with the ability to psychologically analyse situations and respond with creative marketing solutions – communicating effectively in complex and fast-moving international environments. Your skills will suit a wide range of roles:
We have a strong track record of launching graduates into international careers in both marketing and psychology – they have secured placements at companies as diverse as Bulgari and a firm investigating AI.
After you've completed your course, you may be eligible to apply for a Graduate visa. This enables you to work, or look for work, in the UK for up to two years after you leave Regent's, without the pressure of having to secure a job immediately – applying your skills and advancing your career with valuable experiences and industry connections.
Don't worry if you feel overwhelmed – our Careers, Enterprise and Industry team are here to provide personalised advice and access to resources for life!
This is a full-time course, comprising three terms of study.
View the 2024-25 academic calendar.
Please note, all Special Elective modules are subject to availability.
| Module Title | |
|---|---|
| Brands, Ads and Aspirations | The “Brand” is an important concept in marketing and in consumer psychology. The notion of the Brand as a ‘friend’ and a symbol of status is an increasing phenomenon. The aims of this module are to introduce you to some essential principles of media psychology, to explore and examine aspects of product category involvement, loyalty and the notions of desire and aspiration, how these impact on consumers and how these aspects are targeted in marketing, notably advertising. The module aims to increase your experience in working with psychological literature and research in relation to exploring the consumer product brand relationships. This includes consumer relationships with film and fashion, as well as counterfeit products. |
| Cross-Cultural Aspects of Marketing Psychology | The aim of this core module is to develop cross-cultural knowledge and intercultural understanding, in other words the knowledge of how ‘culture’ in all its manifestations is an influence on our behaviour and our choices as consumers, and also our understanding of the dynamics of intercultural interaction that means we change our behaviour depending on the relationship we co-create with our counterparts, which could have a significant impact on how marketing strategies are formulated. |
| Entrepreneurial Marketing Strategy | This module is designed to provide a detailed understanding of the major issues in developing a relevant, agile and flexible organisation which understands the needs/wants of its market, and which can respond to a dynamic and changeable market environment. The module outlines the importance of firstly a variety of perspectives of entrepreneurial marketing strategy (EMS), followed by the approaches that may be taken for an EMS. |
| Individual Marketing (B2I) | This module is designed to provide you with a detailed understanding of the theories in marketing, consumer behaviour, one to one targeting and relationship building in order to instil customer loyalty and achieve business success. It will cover the concept of marketing to an individual (also called one-to-one or individual marketing) and Customer Relationship Management (CRM) strategy. |
| Psychology of Consumer Behaviour | The aim of this module is to facilitate an understanding of the intentions and behaviour of groups and individuals as consumers from a psychological perspective. Psychological processes have practical implications from the point of view of both the consumer and the marketer, and students will be encouraged to apply what they learn. The module will draw on core concepts and theories, and research and evidence, from psychology and from the social sciences. It explores and examines consumer action, experiences, emotions as well as the actual judgment processes involved in consumer behaviour: how and why do we consume particular products? |
| Research Methods | This module provides you with the necessary skills and knowledge to engage in elementary research methods and statistical analysis. The module will introduce you to the scientific method, ethics in Psychology, statistical terminology and reasoning, laboratory report procedure, formatting and writing, and will teach general studies skills required for successful study at this level (e.g. how to read and write a journal article). The module will include an introduction to SPSS and to statistical tests such as correlation and chi square. |
| Professional Practice (Placement) | This module will focus on addressing professional practice skills in marketing psychology, and preparing you for employment. This preparation includes the professional practice hours that you must complete (a minimum of a 1 month professional practice placement to take place at the very beginning of Term 3 (in effect May)), which will contribute to enabling you to enter (or continue in) the job market. At the end of this module you will have obtained a realistic and comprehensive understanding of the strengths and weaknesses of the scientist-practitioner model in practice, and will have an opportunity to discuss and critically reflect upon the knowledge, skills, and abilities associated with the professional evidence-based practice of marketing psychology. You will be required to apply your academic training and practical skills to real-life problems, and to development a critical appreciation of the roles, responsibilities and functions of marketing psychologists practicing in a diverse range of organisations. |
| Dissertation | In this module, you will undertake research to produce a dissertation on a topic related to marketing psychology, and ideally one which follows on from a topic which you may have investigated as a part of your Professional Practice module. At the end of the dissertation module, you will submit a dissertation report. This is the final module in the programme, takes place in the final term, and builds upon what is learnt in the previous modules to allow the opportunity to apply that knowledge through research into a marketing psychology topic of interest. You are expected to take a high degree of responsibility for your own learning. |
| Module Title | |
|---|---|
| Leadership, Engagement and Motivation |
In this module we will look closely at what happens in the interactions between leaders and followers, we will examine group dynamics and come to understand the way in which assigned and emergent leaders influence followers in various contexts. To gain a better understanding of this complex interplay, we will examine a range of central theoretical and practical issues, including the nature of group identity, the basis of authority and legitimacy, the dynamics of justice and fairness, the determinants of followership and charisma, and the practice and politics of leaders. Furthermore, we will explore the crucial role of the leader in creating and maintaining organisations where employees will want to contribute and the relatively newer area of positive psychology will be considered, as we explore how areas of positive psychology such as strengths, flow, and psychological capital can be applied to the everyday challenges of leading a dynamic and adaptive work force. At the end of the module you will understand how to measure and evaluate levels of engagement and motivation, appreciate the conceptual differences between different models of leadership and power, and understand how issues relating to these topics affect the successful operation of organisations. |
| Marketing Communications |
This module takes a twist on the traditional marketing communication that primarily focuses on consumer psychology, and instead, focuses on inter-organisational and business-to-business (B2B) communication. The focus of B2B is becoming increasingly important, as the structure and collaboration of organisations becomes more complex. In a digital age, there is a particular focus on the strategies for building professional B2B relationships and marketing one’s services on social media. Thus, a company selling their products or services to another organisation can be a far more complex process than business-to-consumer (B2C). With the increasing integration of different media platforms that organisations use, this module focuses on: strategies for streamlining marketing communications for B2B collaboration; the complexity of the client-agency relationship and organisational structures; and the psychology of persuasion, loyalty and managing attitude change in B2B. |
'This course offers the perfect blend of Marketing and Psychology – exploring exactly what drives consumers to make decisions, while meeting fascinating industry leaders who bring professional insights to the classroom'. Annachiara Balestra, MSc Marketing Psychology student
