Copenhagen Business School

What you'll study

The programme is a two-year, research-oriented master's that blends theoretical courses in consumer psychology and behavioural theory with practical training in qualitative and quantitative methods. Core modules typically cover topics such as behavioural decision making, attitudes and persuasion, social influences on consumption, and theories of motivation and choice.

• Behavioural theory and psychology – courses on cognitive and social psychology applied to consumer contexts, attitude formation, and persuasion.
• Quantitative methods – econometrics, advanced statistics, structural modelling and experimental design for testing behavioural hypotheses.
• Qualitative and mixed methods – ethnography, interviews, focus groups and methods for triangulating qualitative insights with quantitative data.
• Marketing science and models – consumer segmentation, brand equity, choice modelling and pricing strategies informed by behavioural insights.
• Applied electives and labs – experimental lab courses, field experiments, neuromarketing techniques and digital analytics for studying online behaviour.
• Master’s thesis – an extended empirical research project supervised by faculty, demonstrating mastery of theory and methods in a consumer behaviour topic.

Students can usually tailor their study with electives across CBS, for example in behavioural economics, digital business analytics, or design thinking. Teaching formats include lectures, seminars, experimental workshops and collaboration with industry partners on real-world projects.

Entry requirements

Applicants should hold a relevant bachelor's degree in business, economics, psychology, sociology, data science or a related social science field. Admissions typically expect evidence of:

• a solid academic record from a recognised university;
• background knowledge in microeconomic reasoning, basic statistics or research methods (courses in statistics, introductory econometrics or research design are advantageous);
• ability to engage with quantitative and qualitative methods; and
• proficiency in English demonstrated either by a previous degree taught in English or by recognised English test scores.

Relevant work experience, research projects or elective coursework in marketing, consumer research or behavioural studies strengthen an application. Specific grade or test score thresholds are set by the university and vary by intake.

Career prospects

Graduates are prepared for roles that require understanding and influencing consumer decisions using rigorous evidence. Typical career paths include:

• consumer insights analyst, market researcher or head of insights;
• brand manager, product manager or customer experience strategist;
• UX researcher and behavioural designer in digital product teams;
• consultant in marketing, pricing and behavioural strategy for agencies and consultancies;
• roles in public policy, behavioural public programmes and NGOs using behavioural evidence to design interventions;
• academic or PhD studies in marketing, psychology or behavioural economics for those pursuing research careers.

Employers include consumer goods companies, tech firms, advertising and market-research agencies, consultancies, public institutions and research centres.

Why study at Copenhagen Business School

Copenhagen Business School is known for combining strong academic research with close industry engagement. The consumer behaviour pathway benefits from faculty expertise across marketing, psychology and behavioural economics and access to experimental facilities and data-analytic resources. Students gain exposure to multinational and Nordic companies through guest lectures, project collaborations and internships, and can draw on interdisciplinary electives across CBS.

Studying in Copenhagen places students in a vibrant business and startup ecosystem with strong emphasis on design, sustainability and digital innovation—advantages for anyone looking to apply consumer insight to product development, policy or strategic marketing.