Business Economics with Marketing and Psychology
Business economics with marketing and psychology is an interdisciplinary degree that brings together three complementary perspectives on how markets, organisations, and people work. Business economics applies economic theory and analysis to the challenges that organisations face, examining how firms make decisions about pricing, production, and strategy in competitive markets. Marketing connects these economic insights to the practice of reaching and influencing customers, developing brand value, and managing communication across channels.
Psychology provides the deepest layer of understanding, explaining how individuals think, make decisions, and respond to social influence, which is essential context for both economic modelling and marketing practice.
At the University of Dundee this four-year programme includes a year abroad, giving you the opportunity to study in another country and to develop a genuinely international perspective on business and marketing. You will develop economic analytical skills alongside marketing strategy, consumer behaviour, brand management, digital marketing, and the psychological foundations of human decision-making. The combination prepares you for roles that require both quantitative rigour and an understanding of people, which are increasingly the most valuable roles in data-driven organisations.
Graduates from this combination work in marketing research and analytics, brand and product management, digital marketing, economic consultancy, public policy, and a wide range of management roles in organisations that need to understand their customers and their markets. The psychology component is particularly valuable in consumer insight, behavioural economics, and any role where understanding what drives human choice is central to the work. Further study at postgraduate level in marketing, behavioural economics, business psychology, or management is a natural next step for those who wish to develop specialist expertise or move into senior leadership roles.