Marketing Psychology


Programme details

  • Next start date: Sep 2019
  • Future start date: Sep 2020
  • Study: Full-time
  • Duration: 12 months
  • Fee: £18,500

This pioneering one-year full time programme explores the techniques trusted by leading brand managers, strategists and market researchers, and combines them with fields such as data analysis and neuro-marketing.

Blending psychology and marketing - two of the University's major strengths - our MSc programme brings advanced principles of human behaviour to the field of business.

Created by chartered psychologists and marketers, this programme responds to the marketing industry's need for graduates that are not just familiar with marketing theory, but also what influences and inspires a consumer's thoughts, feelings and actions.

Dr Zubin Sethna

You will discuss topics including:

  • Behavioural economics
  • Consumer behaviour
  • Digital anthropology
  • Marketing communications
  • Marketing strategy
  • Neuro-marketing
  • Research methods

While learning the foundations that underpin successful global marketing campaigns, you will also explore cutting-edge techniques that will define the next generation of informed, evidence-based marketing.

You will examine the factors that affect branding and behaviour across the world, and develop key critical thinking and advanced research skills.

You will also have access to a dedicated psychology laboratory, equipped with testing cubicles for research. You will be able to master online experiment software (such as Coglab), analysis software (SPSS and NVIVO) and specialist hardware that can carry out eye-tracking, and record brain electrical activity, heart rate, pulmonary response, blood pressure and olfactory testing.

Register for an Open Evening


Core modules will take place in the first and second term, with a choice of two optional modules in the third term.

You will apply the skills you have learned during a professional placement in the third term. Students have secured placements at companies as diverse as Bvlgari and a firm investigating artificial intelligence in the medical profession. This element of the course gives you crucial industry experience, and the opportunity to test the cutting-edge techniques you've learned in a business environment.

Core modules

Module Title Overview
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.

Elective modules

In addition, you will choose one of the following optional modules.

Module Title Overview
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.

How to apply

Applying to study at Regent's University London is quick and easy. We have put together some helpful information to guide you through the process. We accept direct applications and there is no application fee.

Not received your results yet?

That's fine, you can still apply even without your exam results. We can issue a conditional offer without your results. You just need be clear in your application which qualifications you are currently studying for.

Step 1 Apply

If you have not uploaded the relevant supporting documents during the online application process, you should ensure that we have the below supporting documents as soon as you have completed your application.These can be sent to the Regent’s Admissions Department via email to [email protected].

  • Copies of academic transcripts and certificates from all university studies (i.e. undergraduate degree)
  • One letter of academic recommendation
  • A copy of your CV/resumé showing your work experience, if applicable.
  • A 1,000 word personal statement outlining the reasons for applying to your chosen programme. This should demonstrate an understanding of a current issue relevant to the subject, how you feel you will benefit from the programme of study, what contributions you will make to the University and how this will help your future career aspirations.
  • A copy of your passport photograph (ID) page
  • If you are not a native English speaker, proof of your English proficiency

For some of our programmes, the selection process may include an interview. Interviews can take the form of a one-to-one interview or group interview. These are generally conducted on campus but may be conducted by telephone or as a Skype call. Arrangements of these are made between the Admissions Department and the applicant.

Step 2 Receive a response to your application

You can expect to receive a decision on your application within 10 working days of receipt of your completed application and supporting documents.

We will assess whether you meet our entry requirements and will notify you of the decision via email.

Step 3 Accepting your offer

If you wish to accept the offer, please pay the advance tuition fee deposit (non-refundable) to confirm your place. 

Please see here for information on how to pay.

Step 4 After you have accepted your place

Closer to the start of the term the Admissions Team will send information regarding the registration process. This will include information on completing your online enrollment prior to your arrival as well as a checklist of documents you will need to bring with you to fully register onto the programme.

Information for international students

If you are an overseas student requiring visa sponsorship to study in the UK, our team will be in touch with information on applying for your student visa and the documents you will need. More information can be found on our visas and immigration page.

Scholarships, funding and bursaries

India Postgraduate Taught Masters scholarships

Regent’s University London has a long-standing tradition of welcoming talented students from all over India. Our students from this region have always had a strong entrepreneurial spirit and have graduated from Regent’s fully equipped to join a large multinational, start their own company or join the family business. Regent’s is therefore pleased to offer five postgraduate scholarships specifically for students of Indian nationality, each worth £3,000.

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Regent’s Family Reward

Regent’s offers an intimate style of education, characterised by lots of personal attention. This personalised approach extends beyond our students to their families, with the University welcoming increasing numbers of brothers, sisters and even children of our alumni each year. The University is delighted to offer the Regent’s Family Reward as a thank-you to our alumni for their and their families’ loyalty.

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Regent's Postgraduate Progression Scholarships

Regent's Postgraduate Progression Scholarships reward the loyalty of undergraduate students who progress to enrol on a postgraduate degree with us. It's our way of saying thank you. Scholarships are worth up to 15% of tuition fees. 

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Future Finance loans

Alternative loan funding* for students studying at Regent's University London.

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US Financial Aid

Direct subsidised and unsubsidised loans for US citizens, as well as Direct PLUS loans for eligible US citizens and Green Card holders administered by the US Department of Education (USED) for all eligible degree programmes offered at Regent’s University London.

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State-Sponsored Funding for Students from Norway

Loans and grants for Norwegian students studying for undergraduate or postgraduate degrees at Regent's University London.

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State-Sponsored Funding for Students from Sweden

Loans and grants for Swedish students studying for undergraduate or postgraduate degrees at Regent's University London.

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Postgraduate loans - Student Finance England 2018-19

Student Finance England (SFE) is now offering funding for UK and EU nationals, as well as students with the status of Migrant Worker (under the age of 60 on the date of first class of the first Master’s degree).

Students, who already hold one Master’s degree (or an equivalent or higher-level qualification) will not be eligible.

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Tuition fee

Starting September 2019: £18,500
Starting September 2020: £21,500

Non-refundable advance deposit

Home/EU students: £1,000
Non-EU students: £4,000
Non-EU students in receipt of US Federal Loans: £1,000

What do fees include?

Fees cover the cost of all tuition and access to the University’s IT infrastructure and library learning resources.

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 (such as Summer programmes) that you choose to participate in outside of the tuition offered as part of the programme.

The library hold a limited number of copies of core text books and where possible in e-format. You will be encouraged to purchase your own text books and will need to budget approximately £80-£100 for the year, depending on your programme of study.

When are fees paid?

Fees are payable in the following instalments:

  • An initial non-refundable advance deposit paid when you accept your offer of a place
  • The advance deposit is allocated against the first term’s fees
  • Tuition fees (including fees for subsequent terms) are due two weeks in advance of classes commencing

Calculating fee increases

  • The University sets tuition fees on an annual basis in line with the University's financial year which runs from 1 August to 31 July
  • The fees quoted here are for one academic year of study
  • Fees for subsequent years of study are subject to fee inflation
  • The University aims to keep annual fee increases in line with the University’s cost inflation. The expectation is that this will be no greater than UK consumer price inflation (CPI) plus 3%. There are occasionally variations to this dictated by the costs of running specific programmes or facilities required for our programmes
  • As a registered charity, all fee increases are subject to approval of the Trustee Board thus ensuring that affordability for our students remains a primary concern in any decisions regarding fee increases

Teaching and Assessment

You will receive a solid foundation by attending lectures, seminars, workshops and presentations. You will also be encouraged to pursue independent learning through literature, articles and texts in marketing, psychology and other disciplines. You will also have access to a Virtual Learning Environment (VLE) which has a wealth of valuable and complementary information.

A regular series of guest lectures from industry experts will give you the latest insights into how emerging techniques and theories are being applied.

Academic Calendar

Contact hours and expected workload

This is a full time course and runs over 12 months. There are usually classes on four days of the week. In Term 1, you will study three core modules, and in Term 2, your workload will increase to three Core and one Optional module. In Term 3, you will complete your compulsory one month placement before you move onto your dissertation.

Teaching staff

Regent's has an excellent international reputation in the fields of marketing and psychology. 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. A couple of our leading academics on the programme include:

Dr Zubin Sethna (Head of Programme) is a qualified marketing practitioner as well as an entrepreneur. He is the author of the UK and Europe’s most popular text on Consumer Behaviour (SAGE Publications - 4th Edition in 2019). He has successfully launched five businesses (one of which won a UK National Award). Zubin has conducted research in the UK, Europe, India and China, and has raised external funding of nearly £550k for various academic projects. He is 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. Dr Sethna is the Editor-in-Chief of the prestigious Journal of Research in Marketing and Entrepreneurship, and regularly reviews for a variety of other marketing and entrepreneurship journals.

Professor G Neil Martin is a Life Fellow of the Royal Society of Arts and the author of over 13 books on psychology and the brain, including the UK’s market-leading introductory text, Psychology (Pearson Education) now in its 5th edition. He wrote Europe’s first general textbook on human neuropsychology (Human Neuropsychology, 2e, Prentice Hall). He researches in the areas of the psychology of smell and taste and has written over 150 academic and popular articles on psychology; his journalism includes writing for The Observer, The Times, Restaurant Magazine, Deadpan, and THES. He acts as consultant to business and the media on topics related to the psychology of smell and taste. Clients have ranged from the BBC Good Food Magazine and Wallace and Gromit's World of Inventions to Firminisch, Unilever, Allyn & Bacon and Lever Brothers. Reports of his research have appeared in all major national newspapers, magazines and radio stations and in over 200 outlets nationally and internationally.

Methods of assessment

You will be assessed via:

  • Academic essays
  • Field research
  • Group work
  • Interviews
  • Live projects
  • Presentations
  • Reports
  • Research activities

Disability Support

We welcome and support students with a wide range of disabilities and health concerns. This includes learning difficulties, visual and hearing impairments, mental health difficulties, autism spectrum conditions, mobility difficulties, and temporary or chronic health conditions.

Our dedicated Disability Officer is here to support you. We ask that you speak with Student Registry and our Disability Officer as early as you can to enable us to support you. Find out more about our disability support and contact us.

Academic requirements

A Regent’s education provides you with a high level of personal attention, and this begins from the moment you apply to study with us. We want to understand who you are and what your skills and interests may be – we are interested in your potential, as well as your prior achievements. We review each application comprehensively and on its individual merit, considering all of your skills, interests and attributes. Typically, we will make an offer to a student holding a minimum lower second class (2:2) UK Honours undergraduate degree in marketing, psychology or business from a recognised institution. Other equivalent international qualifications from recognised institutions will be accepted.

We also welcome applications from candidates who do not meet the essential entry criteria outlined above. In order to be accepted for exceptional entry, you must:

  • A 2:2 degree in any subject and two years' relevant work experience in an organisational setting OR a relevant professional qualification (e.g. MCIM) and three years' relevant work experience
  • Provide a 1000-word personal statement outlining your reasons for applying, and how your previous experience is of relevance to the programme you are applying for
  • Be prepared to attend an interview with the Postgraduate Admissions Panel

English Language requirements for September 2019

We require proof of English Proficiency. For example, we ask for:

  • IELTS: Overall score of 6.5, with 5.5 or above in all 4 component parts
  • PTE Academic: Overall score of 58, with 51 or above in each individual component
  • TOEFL IBT: Overall score 80 (We do not accept TOEFL from applicants requiring a Tier 4 visa, as this qualification is no longer accepted by the UK Visas and Immigration Department (UKVI)
  • A-level/GCSE/IGCSE English: grade C / 4 or above (for IGCSE certificates, please provide the Supplementary Certifying Statement with the breakdown of component grades)
  • International Baccalaureate: Grade 5 in A1 or A2 English at Higher or Standard Level

This list is not exhaustive, we will review the English qualifications you have as part of your application and be in contact if we require anything further.

For applicants who wish to improve their English language proficiency, please see our English language courses.

Please note requirements for future intakes are subject to change.

On-campus diagnostic test

For offer holders in London, we can provide a free on-campus English diagnostic test.  This test must be arranged in advance. To book a test, please contact [email protected]. Please note, this is a diagnostic test for Regent’s University London only.

You will graduate from Regent's with the core skills required for a successful career in marketing. Our forward-thinking course will also ensure you are familiar with exciting new techniques and theories around customer behaviour.

This programme prepares students for a future in:

  • Agencies, client-side organisations and consultancies
  • Brand strategy & management
  • Consumer insight
  • Market research
  • Marketing

Regent’s has a long track record of launching graduates into international careers in both marketing and psychology. We have a reputation for producing enterprising students who go on to build their own businesses. A quarter of recent alumni are self-employed or starting up their own businesses.

Apply now

MSc Marketing Psychology