University of Reading

What you'll study

This programme explores the psychological and social drivers of consumer choice alongside practical marketing skills. Teaching covers core marketing principles and consumer theory, research methods, data analysis and communications, with an emphasis on applying insight to brand, digital and retail contexts.

• Core marketing foundations – principles of marketing, marketing strategy and brand management.
• Consumer theory – consumer psychology, buyer behaviour, attitudes and decision-making.
• Research and analytics – qualitative and quantitative research methods, marketing analytics, statistics for social science.
• Digital and communications – digital marketing, social media strategies, advertising and promotions.
• Applied practice – market research projects, consultancy challenges or a dissertation applying consumer insight to real business problems.
• Contextual topics – ethics and sustainability in marketing, international marketing and retail/omnichannel strategy.

The programme is typically delivered through lectures, seminars, workshops and practical labs, and assessment mixes coursework, presentations, group projects and a substantial research project or placement report. There are opportunities to gain practical experience through internships, live client briefs and extracurricular marketing societies.

Entry requirements

Applicants are normally expected to have completed secondary education or an equivalent qualification that demonstrates readiness for undergraduate study. The admissions process takes a rounded view of academic achievement, subject background, personal statement and references.

• Academic qualifications – typical applicants hold qualifications such as A‑levels, International Baccalaureate, BTEC or international equivalents; a quantitative subject (mathematics, statistics, economics) at school level is advantageous but not always mandatory.
• Non‑standard routes – mature applicants and those with relevant work experience are considered; applicants may be asked to provide evidence of skills in written communication and numeracy.
• English language – international applicants whose first language is not English must demonstrate proficiency through an approved test or qualification.

Specific offers vary by applicant profile and entry year; consult the University of Reading admissions pages or contact the admissions tutor for up-to-date guidance on acceptable qualifications and any contextual adjustments.

Career prospects

Graduates go on to careers that combine insight-driven thinking with practical marketing skills. Typical roles include:

• Market researcher or insight analyst, using qualitative and quantitative methods to inform strategy.
• Brand manager or assistant brand manager, developing and managing brand positioning and campaigns.
• Digital marketing executive, specialising in social media, content, SEO/SEM and analytics.
• Advertising, media planning and communications roles within agencies or in-house teams.
• Retail buyer, e‑commerce or customer experience roles focusing on shopper behaviour and conversion.
• Graduate schemes in marketing, FMCG, finance, consultancy and public sector organisations where consumer insight is valued.

The degree provides a strong platform for further study (for example an MSc in marketing, consumer psychology or market research) or professional qualifications offered by industry bodies in marketing and market research.

Why study at University of Reading

The University of Reading brings together specialist marketing teaching and research expertise, delivered by staff with links to industry and research centres focused on consumer insight. Students benefit from applied learning opportunities, careers support and access to networks through business engagement activities.

Reading's campus environment combines dedicated teaching facilities with student societies and professional development resources that help build practical skills and employer contacts. The programme emphasises evidence‑based marketing and ethical, sustainable approaches to consumer issues, preparing graduates to work across private, public and third‑sector contexts.