This module explores behavioural science and its application in two essential parts of business: management and marketing.

The discussion of behavioural...

This module explores behavioural science and its application in two essential parts of business: management and marketing.

The discussion of behavioural science in management is organised around a framework that explains how individual factors (personality, perception, value, attitude, emotion, and motivation) interact with organisational factors to influence the employee decision-making, and includes methods, theories, and applications.

The discussion of behavioural science in marketing is organised around a framework that specifies the sequence of the consumer decision journey (attention, interpretation, memory, attitude, choice, and loyalty) that intervenes between the marketing mix (input) and purchase behaviour (output), and covers both metrics for assessing each step (methods) and drivers for influencing each step (underlying reasons).  Marketing research tools are also used.

The aim of the course is to provide students with the understanding of economic concepts, present them with applications, and develop strong quantitative...

The aim of the course is to provide students with the understanding of economic concepts, present them with applications, and develop strong quantitative thinking skills. The concepts and methods covered in the module will be applied in later modules and support the analysis of complex management problems and models.

The MSc research project is a compulsory part of the Physics and Engineering Medicine MSc programme in which students undertaken original research on a...

The MSc research project is a compulsory part of the Physics and Engineering Medicine MSc programme in which students undertaken original research on a specific topic of their choice under the supervision of two supervisors with expertise in the field of the project. During the course of the project, students develop and apply a wide range of practical skills, including performing a critical review of the relevant scientific literature; defining the aims of the project and the problem(s) to be tackled; designing experiments; collecting and analysing data; interpreting experimental results; communicating and justifying methodologies, findings, and conclusions; and developing an awareness of ethical considerations and the real-world context of their project in a healthcare or industrial setting. Students generally choose a project that aligns with both their MSc specialisation route and personal interests. Most projects include elements of mathematics, physics, engineering and computing, but some have an emphasis on theoretical analysis and computer simulation, whilst others are strongly experimental in nature and involve building devices and/or using devices to collect data. Students following the Medical Image Computing route must select a research project with a substantial computing component (typically, software development). All students are required to submit a project plan and interim progress reports, and to present their research via scientific poster and oral presentations to an audience comprising other students and academic and research staff.