Introducing your course
Find out what it's like to study Marketing with Psychology at Lancaster University Management School.
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BSc Marketing with Psychology is the degree for students who want to understand the application of psychology to business. It develops skills in both marketing and psychology, allowing you to harness each in relation to the other. Psychological theories underpin a large part of marketing theory (consumer motivations and behaviours, for example), and employers highly value these skills. As you progress through your degree, you have the opportunity to choose more and more of your modules, creating a degree that is unique to you and that maximises your strengths.
If you are interested in the application of psychology in a business context, this degree gives you an in-depth understanding of human psychology and how consumers think, feel and make decisions, taught jointly by our Departments of Marketing and Psychology. You will be exposed to marketing and psychology-related topics, allowing you to develop a distinctive expertise in both fields of study.
In your first year, you will gain a solid foundation in psychology, key marketing concepts and techniques.
You will also study another subject of your choice outside the areas of marketing and psychology, enabling you to personalise your degree. This could be a business or management subject, such as economics, entrepreneurship, or management; a language; or a creative subject, such as film, design or creative writing, amongst other options.
The second year sees you learn about areas such as marketing research, cognitive psychology and consumer behaviour. You will also conduct market research projects with real clients, putting theory into practice and strengthening your professional consulting abilities.
Final year students take modules including: Advanced Social Psychology, Strategic Marketing and Advanced Topics in Consumer Behaviour. You will also choose from options such as The Psychology of Cooperation, Strategic Negotiation and Critical and Creative Communications.
Across three years, you acquire in-depth knowledge and develop a solid understanding of the complementary and/or contrasting theoretical lenses between the two disciplines, working alongside both marketing and psychology majors.
Experience in both marketing and psychology provides an excellent foundation for a career in marketing and market research. We are proud that past marketing graduates have progressed to senior positions in top agencies such as Ogilvy, Leo Burnett, and Grey Advertising.
Many of our Marketing graduates go on to senior professional marketing roles. In fact, our graduates are employed in marketing roles at high-profile companies including Disneyland, Boots, Barclaycard, Unilever, and many more.
Marketing graduates have also risen to senior positions at some of the UK’s top advertising and marketing agencies, including Ogilvy & Mather, Leo Burnett, and Grey Advertising.
Your Marketing with Psychology degree would also provide an excellent foundation for a career in market research.
Lancaster University is dedicated to ensuring you not only gain a highly reputable degree, you also graduate with relevant life and work-based skills. We are unique in that every student is eligible to participate in The Lancaster Award which offers you the opportunity to complete key activities such as work experience, employability awareness, career development, campus community and social development. Visit our Careers section for full details.
The Management School has an award-winning careers team to provide dedicated careers and placement services, offering a range of innovative services for LUMS students. Our high reputation means we attract a wide range of leading global employers to campus, allowing you to interact with graduate recruiters from day one of your degree.
A Level AAB
GCSE Mathematics grade B or 6 and English Language grade B or 5. (Applicants with a GCSE Maths C or 5 considered on a case-by-case basis.)
IELTS 6.5 overall with at least 5.5 in each component. For other English language qualifications we accept, please see our English language requirements webpages.
International Baccalaureate 35 points overall with 16 points from the best 3 Higher Level subjects
BTEC Distinction, Distinction, Distinction
We welcome applications from students with a range of alternative UK and international qualifications, including combinations of qualification. Further guidance on admission to the University, including other qualifications that we accept, frequently asked questions and information on applying, can be found on our general admissions webpages.
Contact Admissions Team + 44 (0) 1524 592028 or via firstname.lastname@example.org
Delivered in partnership with INTO Lancaster University, our one-year tailored foundation pathways are designed to improve your subject knowledge and English language skills to the level required by a range of Lancaster University degrees. Visit the INTO Lancaster University website for more details and a list of eligible degrees you can progress onto.
Lancaster University offers a range of programmes, some of which follow a structured study programme, and some which offer the chance for you to devise a more flexible programme to complement your main specialism.
Information contained on the website with respect to modules is correct at the time of publication, and the University will make every reasonable effort to offer modules as advertised. In some cases changes may be necessary and may result in some combinations being unavailable, for example as a result of student feedback, timetabling, Professional Statutory and Regulatory Bodies' (PSRB) requirements, staff changes and new research. Not all optional modules are available every year.
Cognition is the mental process of acquiring and using knowledge; it underpins our ability to perceive the world around us. This module will equip you with a firm foundation of the conceptual knowledge and terminologies used in cognitive psychology.
You will be introduced to key topics in cognitive psychology, such as attention, perception, categorisation, language, memory, problem-solving, and decision-making. These core topics will be explored using key theories, classic paradigms, and experimental approaches, looking into both past and current research.
Once the module is complete, you will be able to describe key theories and processes, as well as illustrate classic paradigms and experimental approaches used in cognitive psychology. This will provide a foundation for those continuing with psychological studies in Part II.
Developmental psychology is a scientific discipline that explains how humans develop across their lifespan. You will study topics including Piagetian and Vygotskian theoretical frameworks, the nature vs. nurture debate, and children’s development of crucial abilities to engage in the social world. You will develop a strong understanding of the relationships between psychological theory and experimental evidence, drawing upon classic and state-of-the-art scientific literature, including current cutting-edge investigative research going on in our Psychology Department.
By the end of the module, you will have gained understanding of several foundational topics in developmental psychology, be able to discuss related research in an informed and critical manner, and be able to able to search, synthesise, and evaluate relevant scientific literature. You will also be equipped with an excellent foundation of knowledge for continuing your study of developmental psychology in Part II.
This module is designed to give you a broad and critical introduction to the subject of marketing through a series of lectures and seminars. A comprehensive range of topics is taught at foundational level which you will then explore further in your second and final years. Subject areas that you will study include Understanding Markets, which examines how markets are created and sustained, Consumer Behaviour, Marketing Communications, Marketing Research and Innovation.
Throughout the year, you will be asked to consider how theory works in practice, by examining your own experience of marketing as well as current stories from the press and marketing media. Assessment consists of coursework including an individual essay and a group-based business report, and a summer exam which is largely essay-based. As part of your studies on this module, we will help you to develop all of the necessary academic skills to succeed in your first year at university and throughout your degree.
This module is all about personal development and is taken by all students in the Marketing department. It is designed to help you develop academic skills to support your studies at University, and employability skills to help you achieve your future career goals.
This module introduces you to key topics and debates within psychological research relating to personality and individual differences.
Through the exploration of topics including personality, intelligence and psychometric testing, you will gain key skills to examine and evaluate the impact of individual differences on cognition, behaviour and social relationships.
Completing this module provides you with an understanding of biological, environmental and cultural influences on personality, intelligence and other traits, methods of psychometric testing and their role in psychological research, and the ability to critically evaluate key theories and assess the impact on real-world issues.
Whether we want to understand ourselves or the world around us, social psychology can offer valuable insights. This module will present theories and findings, demonstrating how the principles of this field are relevant to our everyday lives, and it will help to develop a range of knowledge and skills that you will be able to apply to your studies as they progress throughout your degree, as well as approaches that you will find helpful for applying psychological knowledge in practice.
The module will equip you with knowledge of basic issues in social psychology, as well as applied psychology. You will be exposed to classic studies as well as cutting-edge research. Lectures will introduce a range of core topics including attitudes, attraction and the self.
In addition, this module will explore how the topics covered are being updated in relation to the modern digital age and how this affects our social world. The module will help you in understanding the main theoretical ideas and traditions of social psychology and relating individual psychological
This module concerns the study of basic mental processes, such as memory, attention, learning, and categorisation. You will explore the current issues, debates and approaches in many key areas of cognitive psychology. We will see how research has evolved in these fields, both in terms of the practical challenges, and the development of psychological theories. We will also investigate how basic findings in cognitive psychology can have a wider application to society, such as in treatments for psychological disorders, or in the influence of misinformation in belief formation.
By the end of the module, you will understand more about these core topics, and will be able to show a critical appreciation of research methods, approaches and outcomes in cognitive psychology. You will develop skills to write about a topic in cognitive psychology in an informed and reflective way.
The overall aim of this module is to develop an appreciation and understanding of consumer behaviour from both managers' and consumers' perspectives, building on current research in consumer behaviour and the social sciences generally. The lectures initially focus on consumers as individuals and then consider more closely the influence of our social experiences on behaviour. The workshops provide a chance to focus on a specialist topic within the field, focusing upon improving academic reading and analysis skills.
This module runs alongside your academic studies to help you with academic and employability skills.
This module introduces the key concepts and techniques in marketing research and the analysis of marketing problems. The main aim is to prepare you for future roles as marketing, product, brand and advertising managers by giving you the skills needed to commission, manage, interpret and use marketing information. It will also prepare you for practical market or advertising research projects conducted in your final year (e.g. MKTG310 & MKTG331). The module covers both qualitative and quantitative research methods, as well as how to run and manage research projects. For the quantitative part of the unit, you will be introduced to SPSS.
In this module, you will learn about the decisions, actors and actions involved in transforming a product from its raw state to one desired by consumers, and how brand owners work with retailers to ensure shoppers’ access to the product.
This understanding is important to all marketers since it allows marketers to communicate with other areas of the organisation (such as manufacturing or logistics) over issues such as new product launches and promotional initiatives.
We will focus on the retail end of the route to market and how brand owners coordinate with retail (possibly also wholesale) actors to ensure optimal product placement and communication at the point of purchase, using real-life examples.
You will gain vital understanding and perspectives to equip you for entry-level jobs in areas such as trade marketing, customer marketing, shopper marketing, category management and areas of retail. In many companies, graduate entry-level jobs in these areas are the only route to a career in brand management. The thinking is “if you can’t manage retail partners, you can’t manage brands”.
Throughout the module, we will consider the international contexts of routes to market, ethical questions in routes to market, modern techniques and shopping behaviour and ICT use in routes to market.
Expanding on the knowledge gained in Part I, you will further develop your knowledge of theory and research in a number of core areas in this field. Starting with the history of social psychology, you will explore topics such as social beliefs and judgements, intergroup relations, and applying social psychology to everyday life.
The lectures will cover contemporary and empirical developments in the key areas of social psychology, and the accompanying seminar programme will help develop a range of your academic and transferable skills in relation to social psychological subject matters, including the use of technical language, integrating knowledge, analytic skills, argument construction, and presentation.
The overall aim of this module is to develop an appreciation and understanding of the fast-moving and multi-faceted world of advertising from both a theoretical and managerial perspective.
We will focus on advertising within the private sector and cover a number of contemporary issues in advertising, including social and ethical issues, international advertising and advertising regulation. On completion of this module, you should be able to demonstrate a clear understanding of advertising theory, strategy and execution.
The module gives you a unique opportunity to engage with the key academic and industry-led questions at the forefront of digital marketing practice. It will stimulate your understanding around the following questions:
As well as engaging with academic perspectives, you will practice real-life integrated digital campaign planning using industry-leading global data from Similarweb. An external industry expert session ensures that you also gain further insight into relevant careers and the practice of digital marketing.
The Marketing Simulation gives an integrated overview of the concepts, techniques and skills used in marketing management. This is done via a computer simulation exercise known as “Markstrat”. The objective of the course is to allow participants to develop skills in applying marketing knowledge, running an analysis and planning system, and dealing with the problems arising from working in groups and managing a business under conditions of uncertainty.
This module gives you the chance to explore various forms of social media in the context of digital marketing and online consumer culture. You will develop awareness and gain insights into a diverse range of topics such as:
As part of the module, you will also explore current and potential trends in the digital environment.
This module aims to provide you with the opportunity to critically review existing research and theory as it relates to a number of current consumer research specialist topics. You will apply and adapt existing theoretical frameworks to real consumer contexts, and engage with the research interests of the marketing department staff.
The module adopts a topic-based model; a typical syllabus would include:
In the final year this module focusses primarily on perfecting your employability skills to get the graduate job you want.
This module will examine a wide variety of human behaviours, and attempt to show how psychological models and principles can make apparently bizarre or bewildering actions and judgement more understandable and interpretable.
More specifically, the module discusses various theoretical models of attention, as the springboard for learning how attentional concepts have been used in areas as diverse as preschool cognitive development, children with autism & ADHD, anxiety disorders and the perception of flavours and tastes. The module combines psychological research into attentional topics with applications for a variety of more applied phenomena, drawing on research papers, videos, online blogs and other sources. Accordingly, at the time of writing coursework involves students combining published research findings with their own applied element (forming an analysis of a contemporary media piece) where students choose, under staff guidance and support, what real-world phenomena to analyse.
This module will provide you with a managerial and critical understanding of how brand strategy must integrate and balance a variety of perspectives such as the social, symbolic, and material dimensions of contemporary consumer culture with the managerial and economic determinants of organisations.
You will master the language of brand strategy, discover how the brand function fits with the other functions of an organisation, and learn how this knowledge can be applied in real marketplace contexts. We will also critically evaluate the role of branding in society and we will trace the history of “the modern brand”. A range of theories, concepts, strategies and practices designed to build, evolve and sustain brands will be addressed across a range of categories, product types and industries. You will be encouraged to think for yourself about the possible future brands and the necessity of branding in a changing world.
In this module, we bring to the forefront this often less visible but vast area of marketing to help you develop a more holistic understanding of how markets work and how they are created and shaped. We explore marketing concepts familiar to you as a marketer but broaden them by looking at the multiplicity of actors involved in marketing and in market making. Specifically, we unpack the activities in which organisations are involved and deployed to engage in markets. The module considers marketing in a range of contexts and critically discusses contemporary trends in B2B marketing practice and theory.
The module concerns the communications strategies and techniques used by new social movements, brands and people. We will study a spectrum of tools and media of communications, such as lobbying, design, sustainable communications (and greenwashing).
You will use action learning to develop a campaign strategy and creative work for a major UK government campaign. We will examine how protesters and social activists use communications, and you will be encouraged to think critically about how communications shape societies and human values.
This module is designed to provide you with a cross-cultural/linguistic framework to critically evaluate the application of culture in cognition and development. You will engage with debates between universalism and relativism in cognition and perception, which also relates to the nature and nurture debate in developmental psychology. As part of this module, you will be required to synthesise and critically evaluate a wide range of topics, formulate arguments that are substantiated by empirical evidence, and present your evaluations and arguments to others.
By the end of this module, you will be able to critically evaluate the role of culture in cognitive and developmental psychology, evaluate the research methods used to investigate cross-cultural/linguistic similarities and differences, and identify and critique literature in the field of cognitive and developmental psychology from a cross-cultural/linguistic perspective.
The module will enable you to engage critically and constructively with social psychological research and theory. The module encourages a broad range of skills that include the ability to critically evaluate academic arguments and to creatively apply social psychological theories and knowledge to real-world issues. The innovative assessments you will take involve the application of social psychological knowledge within a practical exercise. The topics covered in this module reflect current topics in social psychology that reflect active research interests among the lecturers, and have recently included: the psychology of religion, animal treatment, the moral self, online behaviour, smartphone use and social media, and the psychology of genocide.
The module covers human development from foetus to the end of adolescence, covering changes in cognitive, social, language and emotional abilities over this time span, as well as how these changes can be explained: it is important to ask not just what changes, but also why such changes occur and how the course of development is shaped by multiple interacting factors.
The course provides a foundation for understanding developmental psychology as a discipline from different theoretical and methodological perspectives. The lectures cover a variety of key topics in developmental science, from prenatal to later childhood development and adolescence, spanning motor, perceptual, cognitive, communicative, social, emotional and cultural aspects.
The fundamental questions of development: what capacities make infants able to learn so much about the world, by what mechanisms are capacities acquired, and how development can take an atypical trajectory, are addressed on the course together with the theoretical debates that have surrounded these questions.
This module focuses on how psychology can help in forensic settings, including police investigations and dealing with antagonists and courtrooms. Specific topics discussed include offender profiling, lie detection, investigative interviewing and interrogation.
You will gain an appreciation of what can be learned from studying the behaviour of criminals in a scientific framework, and will be able to discuss different explanations and theories of crime and criminal behaviour. The module will explain how to apply psychological theories of behaviour to explain criminal case studies and experiences in criminal contexts, including within the court. You will also gain an understanding of the strengths and limitations of classifications of criminal behaviour.
This module will equip you with the skills to discuss the merits of different approaches to offender treatment, interviewing, and detecting deception, plus the capacity to think critically about a range of controversial issues within forensic/investigative psychology.
The module will introduce you to the fundamental neuronal principles underlying cognition and behaviour, with particular emphasis on perceptual, cognitive, emotional and language processes. You will be provided with basic knowledge about the anatomy, physiology, and functions of the central and peripheral nervous systems.
You will become acquainted with a range of theories and research methods in cognitive neuroscience and explore how knowledge of neural and physiological processes can aid our understanding of a wide range of human behaviour. The module provides you with the essential preparation for neuroscience-related advanced modules in your third year.
As marketing activities become more internationally focused, firms are increasingly looking for prospective employees with the knowledge and skills to address the new challenges and opportunities associated with globalisation. This module combines the latest research in the field of international marketing; providing insights, theories, concepts and tools that enable students to navigate the global market. Students will take part in interactive lectures and assessment-centred seminars to examine trends in global marketing management. The module will also pay special attention to emerging markets and the roles they play in invigorating marketing theories and practice.
This module introduces theoretical frameworks and empirical evidence of contemporary innovations in markets and an exploration of marketing activities that support them. You will be given time and opportunity to reflect on your learning and to discuss your emergent understanding. You will have the opportunity to explore challenges faced by managers of innovation, as well as comparing potential outcomes of marketing management decisions in real-world scenarios.
The module begins by identifying marketing innovations, followed by exploring the issues of why firms are thought to either typically succeed or fail in business. From here you will be encouraged to explore the changing business environments within which firms must survive.
The module is organised around six themes:
We see how Social Innovation, Innovations for Emerging Markets and Sustainability-led Innovation are emerged and contribute to the global markets.
This module allows you to work in a team to negotiate, design, and deliver a market research project. The projects are live cases, usually for local companies or charitable organisations, in which you, working with your supervisors, have responsibility for all aspects of the project, including budget and final presentation. You will develop working practices, produce an agreed research project, undertake appropriate research, and produce a professional client presentation and report. This module has been redesigned to give final year students additional focused help with their quest to obtain good quality graduate employment.
This module will equip you with the knowledge and skills to understand the role of different psychological processes in our understanding and appreciation of art.
The module will begin by exploring visual arts and how its development through history has focused on different aspects of psychology such as sensation and perception, cognition (learning and memory) and emotions.
During this module, you will come to recognise that different forms of artwork (such as visual art, literature and music), are all multi-dimensional and can be analysed, evaluated and experienced from various psychological perspectives.
This module aims to equip you for a career in strategic marketing management in various industries, which may include among others fast moving consumer goods and retailing, automotive, consulting services or the luxury sector.
It is essential for students to obtain a solid understanding of various perspectives on strategy and to develop the ability to evaluate, design and implement sustainable and profitable marketing strategy. The module combines a critical academic perspective on strategy research with applied and practicable models and frameworks essential to developing strong marketing plans. The module aims to stimulate the student's thinking around such questions as:
The key theme of this module is to learn how to negotiate and make sustainable business deals. Strategic negotiations are highly relevant in today’s interconnected business landscape. Companies need to negotiate with multiple stakeholders, such as suppliers, customers, agencies, governments and authorities to be able to access the resources that they need. A strategic deal that companies would need is not a fixed entity but rather the outcome of long and time-consuming negotiations that affect further negotiations.
The module will examine:
In this module, we explore how marketing activities are managed in businesses, organisations and markets. Our focus is on three levels- namely, individuals, organisations and market place. Our understandings of marketing management are to a large extent shaped by theories and evidence on consumer behaviour in various markets. With this module, we turn our attention to managers and how they should make sense of and take action towards creating values for consumers and clients, their own businesses and organisations, and society at large. We approach this management question from multiple theoretical perspectives- namely, organisational and institutional theory, behavioural sciences, and marketing. We critically review these perspectives to understand how they construct and study the tasks of judgement and decision-making for marketing managers. We then employ these perspectives to identify and evaluate the opportunities and challenges contemporary marketing managers face within businesses, organisations, markets and society. These relate to technological advances and innovation, globalisation and its discontents, the inclusivity and exclusivity of consumption, marketing ethics, sustainability and climate change.
Do people cooperate? If so, why do they cooperate and what factors moderate its occurrence? In this module, we focus on the theoretical underpinnings of cooperation and illustrate these points through field studies when we consider how cooperation plays out 'in the wild'.
You will study different aspects of cooperation; from theoretical frameworks of how cooperation develops and is maintained through to how cooperation manifest at the level of the dyad, team and society.
On completing this module, you will understand the foundations of cooperation and how to critically evaluate related research.
We set our fees on an annual basis and the 2025/26 entry fees have not yet been set.
As a guide, our fees in 2024/25 were:
There may be extra costs related to your course for items such as books, stationery, printing, photocopying, binding and general subsistence on trips and visits. Following graduation, you may need to pay a subscription to a professional body for some chosen careers.
Specific additional costs for studying at Lancaster are listed below.
Lancaster is proud to be one of only a handful of UK universities to have a collegiate system. Every student belongs to a college, and all students pay a small college membership fee which supports the running of college events and activities. Students on some distance-learning courses are not liable to pay a college fee.
For students starting in 2023 and 2024, the fee is £40 for undergraduates and research students and £15 for students on one-year courses. Fees for students starting in 2025 have not yet been set.
To support your studies, you will also require access to a computer, along with reliable internet access. You will be able to access a range of software and services from a Windows, Mac, Chromebook or Linux device. For certain degree programmes, you may need a specific device, or we may provide you with a laptop and appropriate software - details of which will be available on relevant programme pages. A dedicated IT support helpdesk is available in the event of any problems.
The University provides limited financial support to assist students who do not have the required IT equipment or broadband support in place.
In addition to travel and accommodation costs, while you are studying abroad, you will need to have a passport and, depending on the country, there may be other costs such as travel documents (e.g. VISA or work permit) and any tests and vaccines that are required at the time of travel. Some countries may require proof of funds.
In addition to possible commuting costs during your placement, you may need to buy clothing that is suitable for your workplace and you may have accommodation costs. Depending on the employer and your job, you may have other costs such as copies of personal documents required by your employer for example.
The fee that you pay will depend on whether you are considered to be a home or international student. Read more about how we assign your fee status.
Fees are set by the UK Government annually, and subsequent years' fees may be subject to increases. Read more about fees in subsequent years.
We will charge tuition fees to Home undergraduate students on full-year study abroad/work placements in line with the maximum amounts permitted by the Department for Education. The current maximum levels are:
International students on full-year study abroad/work placements will be charged the same percentages as the standard International fee.
Please note that the maximum levels chargeable in future years may be subject to changes in Government policy.
Details of our scholarships and bursaries for students starting in 2025 are not yet available. You can use our scholarships for 2024-entry applicants as guidance.
BSc Marketing with Psychology, 2016
The trip was so insightful that I would jump at the chance to do it all over again.
BSc Marketing with Psychology, 2019
It made me proud of what I've learnt, and made me confident in my abilities whether they are academic or personal.
The information on this site relates primarily to 2025/2026 entry to the University and every effort has been taken to ensure the information is correct at the time of publication.
The University will use all reasonable effort to deliver the courses as described, but the University reserves the right to make changes to advertised courses. In exceptional circumstances that are beyond the University’s reasonable control (Force Majeure Events), we may need to amend the programmes and provision advertised. In this event, the University will take reasonable steps to minimise the disruption to your studies. If a course is withdrawn or if there are any fundamental changes to your course, we will give you reasonable notice and you will be entitled to request that you are considered for an alternative course or withdraw your application. You are advised to revisit our website for up-to-date course information before you submit your application.
More information on limits to the University’s liability can be found in our legal information.
We believe in the importance of a strong and productive partnership between our students and staff. In order to ensure your time at Lancaster is a positive experience we have worked with the Students’ Union to articulate this relationship and the standards to which the University and its students aspire. View our Charter and other policies.
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