Education of Marketing and Consumer Behaviour

Both marketing and consumer behaviour have distinct disciplinary backgrounds, yet we perceive business and consumer studies as interconnected aspects. At MCB, we merge two perspectives on sustainability: consumer behaviour and business, integrating them into both our educational curriculum and research endeavours. With such an interdisciplinary background, we are in a unique position to introduce an interdisciplinary approach to our students. We believe that such an interdisciplinary approach is required to solve the grand sustainability challenges related to the environmental, societal, and economic environment.

Our education is rooted in social psychology, sociology, economics, and marketing science. We incorporate fundamental marketing literature, recent advancements in the field, and our most current research findings into our teaching. It is crucial for us to establish connections between students and the foundational theories, the latest developments, and our ongoing research. For instance, we supervise numerous BSc and MSc theses that align with our research, often leading to scientific contributions such as publications or newsletters. Our internship opportunities attract the interest of prominent multinational food and agribusiness companies, as well as organizations focused on sustainability leadership.

Thesis

We supervise internal theses and external theses. Most MSc theses are internal, because this offers the best possibilities to make a scientific contribution. BSc theses are sometimes external, if organizations have relevant practical problems in marketing and/ or consumer behaviour that can be solved by doing research.

Our thesis supervisors have their own areas of interest and expertise. The marketing and consumer behaviour group identifies research topics together with students that match the interests and ambitions of the student with the area of interest of a supervisor.

Students at Wageningen University can get more information by self subscribing at our thesis Brightspace page: https://brightspace.wur.nl/d2l/le/discovery/view/course/277332

Research internships

We provide research internships for students who wish to gain hands-on experience in marketing and consumer behaviour research. These internships allow students to work on ongoing research projects, contribute to data collection and analysis, and gain insights into the research process.

Questions about theses or internships?

If you are interested in doing your thesis or internship at our chair group, contact us:

dr.ir. ARH (Arnout) Fischer

Associate professor

About our courses

In the BBC program, we provide students with the opportunity to explore marketing in its traditional practice while empowering them to become catalysts for change in the realm of food and sustainability. Within the master programs, MCB plays a significant role in the Sustainable Business and Innovation and Consumer Studies programs. Additionally, we contribute to various courses beyond the social sciences, encompassing animal science, plant science, and food science. As a collective, we not only engage in our own courses but also find it valuable to contribute to the broader educational program at WUR.

Our courses

We offer a range of courses at the undergraduate and postgraduate levels. These courses cover topics such as consumer behaviour, marketing research, marketing strategy, branding, social marketing, and digital marketing. Students gain theoretical knowledge and practical skills in understanding and influencing consumer behaviour.

MCB courses

  • MCB10806 - Social Psychology
  • MCB12806 - Introduction to Business and Consumer studies
  • MCB20806 - Principles of Consumer Studies
  • MCB30306 - Consumer Behaviour: Concepts and Research Methods
  • MCB30806 - Sensory Perception and Consumer Preference
  • MCB32306 - Applied Consumer Studies
  • MCB32806 - Advanced Sensory Methods and Sensometrics
  • MCB33306 - Integrated Sensory Science
  • MCB33806 - Strategic Marketing for Sustainability Transitions
  • MCB50306 - Sustainable Marketing
  • MCB51403 - Commodity Futures & Options Markets
  • MCB35306 - Digital Food Marketing

Other courses with contribution of MCB

  • BEC21806 - Introduction to Business Economics, Management and Marketing
  • BEC53806 - Sustainable Seaweed Chains
  • BMO21306 - Advanced Management and Marketing
  • BMO24306 - Management and Marketing
  • BMO33806 - Entrepreneurship in the Circular Economy
  • BMO35806 - Supply Chain Networks
  • BMO36306 - Leading and Organizing for Sustainability
  • BMO55806 - Entrepreneurship and Innovation in Emerging Economies
  • DEC51806 - Inclusive Finance and Marketing in the Developing World
  • FHM61312 - Food Safety Management
  • FPE10808 - Food Production Chains
  • FQD21806 - Milk in the Dairy Chain
  • FQD31806 -  Product Properties and Consumer Wishes
  • HNE51306 - Nutrition Behaviour
  • UEC31306 - Human Decision Making
  • YAS21806 - Quality of Animal Products
  • YMC60809 - Academic Consultancy Training
  • YRM50806 - Multivariate Data Analysis
  • YSS10906 - Analysis of a Problem Situation
  • YSS20306 - Quantitative and Qualitative Research Techniques in the Social Sciences
  • YSS33306 - Advanced Consumer Studies
  • YSS35803 - Data Science Applications for Food and Consumer Science
  • YSS36306 - Data Science for Food and Consumer Behaviour Research
  • YSS37006 - Business Theories and Sustainability
  • YSS38003 - Critical Reflections on Sustainable Business
  • YSS38806 - Analytical Methods for Sustainable Business and Innovation
  • YWU60312 - Research Master Cluster: Proposal Writing