Marketing and Psychology

Marketing and psychology is a combination that addresses two of the most fundamental questions in commercial and social life: what do people want, and how and why do they behave as they do? Marketing examines how organisations identify and respond to customer needs, how brands and products are positioned and communicated, and how markets work as social and economic systems. Psychology provides the scientific understanding of human perception, motivation, decision-making, social influence, and behaviour change that makes modern marketing both effective and ethically complex.

At the University of Stirling, you will study marketing and psychology together over four years full-time, developing a thorough grounding in both disciplines and the capacity to think across them. Stirling has strengths in both marketing and psychology, and the programme draws on both departments' research and expertise. The combination is particularly well suited to careers in consumer research, advertising, digital marketing, and any role where understanding what drives human behaviour is directly relevant to professional practice.

The programme includes a year abroad, giving you the opportunity to study at a partner institution and develop an international perspective. The typical entry tariff is 168 UCAS points.

Graduates work in marketing, advertising, brand management, consumer research, digital marketing, communications, and public relations. The psychology dimension is particularly valuable for roles in user experience research, behaviour change, and health communications. Many graduates also go on to postgraduate study in marketing, consumer psychology, behavioural economics, or related disciplines, building specialist expertise in the intersection of human behaviour and commercial practice.