Coronavirus (Covid-19) Information

Applied Marketing Science MSc/PGDip/PGCert

New course, subject to validation


Course facts

  • Name: Applied Marketing Science
  • Qualification: MSc/PGDip/PGCert
  • Duration: One year as a full-time student. Also available part-time.

The modern day marketing environment is changing and as a result, so are the skills marketers need to succeed. Marketing has become a truly interdisciplinary subject and in order to succeed marketers now need an understanding of topics as diverse as strategy, psychology, media, design, computer programming, statistics and even product design. Every time a consumer clicks on a website or uses a loyalty card retailers generate data. Yet this data will be meaningless unless marketers understand both statistics and programming to help them find the hidden meaning. Or maybe, a marketer has an amazing idea to redesign their product’s packaging. However, in order for the design to work, they’ll need a good understanding of Consumer Psychology to predict how consumers will interact with it along with skills in photoshop and prototyping to turn their vision into a reality.

While the marketing environment has changed, the way we train marketers hasn’t. Most marketing degrees are taught by business schools and focus mainly on strategy. However, this course is one of the first truly inter-disciplinary marketing courses, where you’ll have the option to study modules from Psychology, Business, Product Design, Media and Engineering; ensuring you have the practical skills you’ll need for the modern market place.   

Giving you the skills you need for the workplace

For far too long, university courses have concentrated on developing the next generation of academics; training students with the skills they need to complete a PhD. A noble endeavour, but not very useful if you want to become a marketer and work in industry. Consequently, this course emphasises the practical skills that companies expect their marketers to have.  When designing the modules for this course, we analysed over 50 different job specifications for junior and intermediate marketing roles, looking to see what essential and desirable skills companies look for. 

Working with real companies

Understanding theory is one thing, but putting it into practice can be quite another. It doesn’t matter how many textbooks or journal articles you read, sometimes things don’t quite to plan. That’s why we believe that it’s important that students have the opportunity to put their skills and knowledge into practice by working for real companies and clients.   As part of this programme all students will complete at least one consultancy project, working with a real client, with the option of more.

In the Applied Consumer Psychology module, all students act as a consultant Consumer Psychologist, tackling a research brief set by a genuine commercial client. In previous years, students have worked on projects for companies including: Tesco, Unilever, and Cadburys, and have explored topics as diverse as: testing and developing new product packaging, designing new store layouts, and redesigning brands’ websites. However, unlike traditional market research, these projects seek to explore the psychology that drives consumer behaviour. In addition to using more typical questionnaires, focus-groups or interviews, students are given the opportunity to collect data using a range of different data-collection techniques including eye-tracking, facial tracking and computer- or web-based experiments.

Hands on experience

Although the course will feature lectures, we believe that the best way to learn is by doing. As well as completing a compulsory consultancy module you’ll also have the choice to complete a number of applied modules which feature extensive practical sessions and clear links with industry. In previous years we’ve sent our students to Queretaro, Mexico to work alongside architects, town planners, social scientists and engineers to help the local authority rejuvenate the town centre. Our students have also redesigned the product packaging for one of the UKs leading cat litter brands and developed behaviour change interventions for the NHS. 

As well as weekly lectures students will have weekly seminars and workshops where your skills will be mentored and developed.  Depending on your module choices this could include working in the Graphics Computer Laboratory where we’ll work on developing your graphic skills. Or if you choose to study the MEng project you’ll have access to the Fab lab where you’ll be able to turn your ideas for new product packaging ideas into a physical reality.

Course content is for guidance purposes only and may be subject to change.

Course Content

Modules: Current Academic Year

Students studying this course are required to complete two core modules, Consumer Psychology: Theory, and Applied Consumer Psychology. (Full details of these modules can be found in the module specification at the bottom of this page.) However, as well placing a clear focus on Consumer Psychology, the course aims to train students with the practical skills you need to be a marketer in the 21st century. Yet as marketing is a diverse discipline you can choose to focus on the skills that most interest you. So if you’re thinking about a career in market research you can choose to study modules such as: Advanced Statistics, Marketing Analytics and Computer Programming. If you’re more creative and would prefer to work in product development or advertising you can choose to study modules specialising in: Prototyping, Adobe Photoshop, Adobe Illustrator. Modules that students can choose to study include:  

  • Nudges and Behaviour Change (Introduction to Behavioural Economics)
  • Marketing Strategy
  • Marketing Analysis
  • Psychology Disciplinary Elop* (an interdisciplinary project where psychologists work with engineers, architectures and social scientists to tackle genuine problems faced by cities around the world)
  • Practical Programming (Introduction to Computer Programming)
  • Advanced Research Methods (Advanced Statistical Analysis)
  • MEng Team Projects (Introduction to Prototyping and Manufacturing)
  • Applied Digital Graphics
  • Design Thinking - Process and Facilitation
  • Design Thinking - Strategy
  • Finance for Managers

Dissertation Research Project

The final part of the course is the dissertation. This is an extensive research project where students choose to explore a topic that they find particularly fascinating. Students work closely with their supervisor, who is an expert in this area, to plan, design and conduct their research. Students will have access to a range of different research laboratories at Bangor University to conduct their research including: The Laboratory for Advanced Marketing Psychology, Laboratory for Psychological Sciences, and the Social Brain in Action Laboratory.

At the end of the project students present their research at the Masters Student Conference in Bangor. This conference is open to all students studying Psychology at Bangor University, and a number of companies who work in the field of Consumer Psychology and Marketing are invited to attend. This gives students the opportunity to present their research to both academics and business practitioners.

The Teaching Team

Unlike many university courses, which are taught by academics that have no experience outside of academia, all of the teaching team on this course have practical experience either working in marketing, consumer psychology, product design or engineering. With over 160 years’ worth of experience, the teaching team have worked with a diverse range of clients. This includes Fast Moving Consumer Goods (Unilever, Procter & Gamble, Walkers), the largest supermarkets found in the UK (Tesco, Aldi, Iceland), as well as being regular contributors to both the BBC and Sky News. 

Not only do the teaching team regularly undertake consultancy work for companies but also a number of staff have permanent positions as scientific advisors for both advertising agencies and shopper research agencies. Members of the teaching team are Chartered Psychologists, as well as being activie members of the Society for Consumer Psychology and the Association for Consumer Research.

The teaching team is:

  • Professor John Parkinson, Professor of Behavioural Neuroscience
  • Dr Caroline Bowman, Senior Lecturer in Consumer Psychology
  • Dr Andy Goodman, Senior Lecturer in Design
  • Mr Stephen Jones, Senior Lecturer in Marketing
  • Mr Dewi Rowlands, Senior Lecturer in Product Design
  • Dr. Stephan Thomas, Lecturer in Media
  • Ms. Katie Roberts, Lecturer in Product Design
  • Mr. Aled Williams, Lecturer in Product Design
  • Mr. Peredur Williams, Lecturer in Product Design
  • Mr Gareth J. Harvey, Lecturer in Consumer Psychology & Course Director

Our Equipment

Bangor University has some of the latest research equipment which is exactly the same as you’ll end up using in industry after you graduate. This includes everything from the latest computer software ranging from graphical packages (Adobe Photoshop, Adobe InDesign and Adobe InDesign), to statistical packages (SPSS and ‘r’). However, depending on the modules you choose to study you’ll also be given advanced training in more specialist equipment. For example, if you choose to complete the engineering team project, you’ll study in Pontio Innovation where you’ll have access to and training to use: 3D Printers, CNC Milling Machines, Sublimation printers, Computer Controlled Embroidery Sewing Machines. This will enable you to design and manufacturer prototype packaging designs, Point of Sale (POS) displays, and creating new products.       

If you’re more interested in market research, The School of Psychology and the Laboratory of Consumer Psychology has some of the latest and most sophisticated  research equipment available to psychologists in the UK.  So rather than just asking consumers how they think they will behave after seeing an advert our researchers can accurately measure consumers’ physiological changes using our Philips 3T Achieva MRI scanner, five Electrophysiology (EEG) laboratories, and the Tobii eye-tracking equipment. To find out about more about our equipment take a look at the ‘our toys’ page.

Extra-curricular activities

While your degree is important, there is more to university than just a degree. We want you to leave Bangor with a CV full to bursting. Consequently, we organise numerous extra-curricular opportunities to help you stand out in the job market. For example, for the last two years students from psychology have received a full scholarship to complete a summer internship at the European Business School: Paris. Our students also regularly compete (and have won) numerous business competitions including: The Chartered Institute of Marketing’s The Pitch, Flux Business Planning Competition, IBM’s Universities Business Challenge, and the Virgin Lifestart Challenge. We also believe that while at university it’s important for you to develop and build up your professional network.  So each year we take our students to numerous marketing and behavioural science conferences including ‘Marketing Week Live’ and Nudgestock.

Teaching, Learning and Assessment

Teaching occurs via a range of lectures, seminars, and workshops delivered by both leading academic experts in the university and business experts who specialise in topics as diverse as: market research, copy writing and advertising. This allows students the opportunity to understand both the academic content and also see the challenges of working in industry – something that no textbook can convey!

Students will be assessed using a wide range of different assessment methods. Although these include some of the traditional methods, including essays, exams, and dissertations, we recognise that virtually no one is required to write an essay in the workplace. Consequently, we include a number of assessment methods that replicate the type of tasks that consumer psychologists are required to do in the workplace. This includes: management reports, commercial proposals, prototyping, blogs, oral presentations, interviews and the creation of a commercial portfolio.

Modules for the current academic year

Module listings are for guide purposes only and are subject to change. Find out what our students are currently studying on the Applied Marketing Science Modules page.

Entry Requirements

Entry on to this degree requires a 2(i) in a relevant subject eg:

  • Advertising,
  • Business Administration/ Business
  • Consumer Behaviour
  • Graphics Design
  • Management
  • Marketing (including marketing with courses)
  • Media
  • Organisational Behaviour
  • Product Design
  • Psychology (including psychology with courses)
  • Retail Science,

We also welcome applications from prospective students who hold CIM professional qualifications – they can also be automatically accepted eg:

  • Diploma in Professional Marketing
  • Digital Diploma in Professional Marketing
  • Postgraduate Diploma in Professional Marketing
  • CIM Marketing Leadership Programme

IELTS: 6.0 (with no element below 5.5) is required.

If you don’t have relevant academic experience but you have an equivalent professional qualification or relevant work experience, you will also be considered. For example, if you’ve practical experience working in an advertising agency or have completed the CIM postgraduate Diploma in Marketing, you are likely to be accepted. Applicants are judged on their individual merits, where work experience and other factors are also considered. If you’re not certain that you quite meet the minimum requirements or if your experience is relevant, feel free to contact Gareth Harvey, the Course Director.

If you have any questions about entry requirements, how to apply or the course you are interested in please do not hesitate to contact either Gareth Harvey, the Course Director on +44 (0)1248 382039 or  Bethan Pentith, Postgraduate Admissions Officer on +44 (0)1248 388453 or by emailing We look forward to hearing from you.

International Students

For information and further detailed guidance on entry requirements for International Students, including the minimum English Language entry requirement, please visit the Entry Requirements by Country pages on the International Education Centre section of our website.

Ask the IEC for assistance...

If you want advice or a general chat about what’s available contact the International Education Centre on +44 (0) 1248 382028 or email


The course starts in September and lasts for 12 months. The next intake will be in September 2019.

Need help applying?

If you have any questions about entry requirements, how to apply or the course you are interested in please do not hesitate to contact Postgraduate Admissions Officer on +44 (0)1248 388453 or by emailing . We look forward to hearing from you.

How to Apply

International students

  • Agents: if you are an agent applying on behalf of the student, then you can Apply here. For further guidance click here

Need help applying? International students please contact:

International Education Office: or write to

International Education Centre
Bangor University
LL57 2DG

Telephone: +44 (0) 1248 382028

When to apply

The University will accept applications throughout the year, but we would generally advise that you send in your application form by the end of June to ensure that you have time to make any funding and/or accommodation arrangements, and for documents such as transcripts and references to be obtained if not submitted with the application. This will also give you more time to meet any conditions we may potentially attach to an offer (e.g. taking an IELTS Test to meet the English Language requirement). If you are making an application for one of our professional courses, which has limited place availability, you are advised to contact the academic school for advice on the final dates for applications.

Careers and Employability

If you’re interested in working in advertising, branding, digital marketing, market research or retail management, this is the course for you. This course has been designed specifically to give you the skills and experience you need to succeed as: Brand managers, account planners, consumer insight directors, marketing managers and many more. If you’d like to discuss career options or to see if this is the right course for you, feel free to contact Dr. Gareth Harvey – the Course Director.

Research / Links with Industry

The consumer psychology team at Bangor University have excellent links with industry and this is used to help provide students with a springboard into the job market. Masters students have the option to work alongside academics engaged in consultancy projects, giving students the opportunity to work alongside a range of clients.

All students will also be required to present their final research project at the masters’ students’ conference. Not only will students be presenting to their peers and academic staff but also a large range of marketing and consumer psychologist professionals will be in attendance. In previous years representatives from some of the largest FMCGs, advertising agencies and market research agencies have been in attendance and have recruited number graduates.


Tuition Fees can be found here

In addition to the tuition fees this MSc Applied Marketing Science has a bench fee of £2000.

Further information

Next steps