Overview
Behavioural Science is about understanding how and why people behave and make decisions. This is becoming increasingly important in business and policy. It's why millions of pounds are being invested in human behaviour research to tackle societal challenges (source: UKRI 2023).
Governments and businesses increasingly use behavioural science. For professionals ready to embrace this shift, the future is full of opportunities.
Our MSc Behavioural Science will teach you how to use behavioural insights to better understand and change behaviour. We give you a broad overview of psychology, behavioural economics and statistics. When you graduate, you’ll be ready to contribute with innovative solutions needed by businesses, government and society.
To study on our Behavioural Science course, you do not need to have previous experience in the field. Explore your interest in better understanding and changing behaviour.
Gain skills for a career in behavioural science
- Study the latest behavioural science theories and methodologies.
- Analyse behavioural data from experiments and surveys with R, statistical programmes and regression models.
- Solve practical challenges in areas you are interested in.
- Design behavioural experiments and implement behavioural research methods.
Join the Stirling Behavioural Science Centre
The Stirling Behavioural Science Centre is a world-leading research hub. You will have access to the centre’s regular programme of visiting speakers, research seminars and workshops. You can engage with leading practitioners and benefit from our international network.
Our recent behavioural science degree students enjoyed guest lectures by experts including:
- Cowry Consulting (a Behavioural Science consultancy)
- HMRC
- Ofcom
- Ofgem
- Competition and Markets Authority
- Irish Economic and Social Research Institute
Apply your learning to your area of interest
Our assignments challenge you to apply behavioural science in an area of your interest, such as health, finance or the environment. You can design your own experiments and write policy briefs. You will learn to engage stakeholders and moderate a behavioural challenge workshop.
You will have the opportunity to work on real life examples. Many graduates work with their employers or other businesses on collaborative projects that are relevant to their work.
Examples of participating business include:
- Siemens
- Tesco
- Keep Scotland Beautiful
- Iceland's Cancer Detection Clinic.
We are AACSB accredited
The University of Stirling is accredited by the Association to Advance Collegiate Schools of Business (AACSB). AACSB International is the world's largest global standard-setting body for business education. Only 6% of the world’s leading business schools achieve this accreditation. This recognises our excellence in business education and societal impact.
Top reasons to study with us
Course objectives
This course will help you to develop key skills and gain practical experience in behavioural science including:
- core training in areas of psychological science most relevant to business and policy,
- in-depth knowledge of the key concepts of behavioural economics,
- how behavioural science can be applied to business and policy questions,
- sound understanding of growing areas such as experimental approaches to business and policy questions and strategies to enable behaviour change,
- approachable yet detailed statistical and methodological training,
- the design and analysis of surveys and survey data,
- using advanced experimental and empirical techniques,
- presenting research confidently, and
- conducting independent research projects that test hypotheses in applied settings.
Research overview
Our behavioural science students benefit from the vibrant research culture within the Stirling Behavioural Science Centre with a regular programme of visiting speakers, leading academics and policy and industry professionals. The centre holds grants from the Chief Scientist’s Office, UKRI, the EU commission, the Scottish Funding Council and the Royal Society of Edinburgh.
In REF 2021, 80% of our research impact in Business and Management Studies was classed as world leading or internationally excellent.
Entry requirements
Academic requirements
A minimum of a second class honours degree or equivalent. Applicants without these formal qualifications but with significant appropriate/relevant work/life experience are encouraged to apply.
Other routes of entry
If you don't currently meet our academic requirements, University of Stirling International Study Centre offers a variety of preparation programmes that can earn you the qualifications and skills you need to progress onto some of our courses. Explore University of Stirling International Study Centre to see the pathway and pre-masters routes available.
International entry requirements
English language requirements
If English is not your first language you must have one of the following qualifications as evidence of your English language skills:
- IELTS Academic or UKVI 6.0 with a minimum of 5.5 in each sub-skill.
- Pearson Test of English (Academic) 60 overall with a minimum of 59 in each sub-skill.
- IBT TOEFL 78 overall with a minimum of 17 in listening, 18 in reading, 20 in speaking and 17 in writing.
See our information on English language requirements for more details on the language tests we accept and options to waive these requirements.
Pre-sessional English language courses
If you need to improve your English language skills before you enter this course, University of Stirling International Study Centre offers a range of English language courses. These intensive and flexible courses are designed to improve your English ability for entry to this degree.
Find out more about our pre-sessional English language courses.
Course details
Learn from the experts
You’ll benefit from the Stirling Behavioural Science Centre’s vibrant research community. You'll have the opportunity to work closely with academics who have published in leading peer-reviewed outlets on:
- behavioural public policy
- judgement and decision making
- behavioural economics
- economic psychology
- nudging
- sludge
- the ethics of influence
- biases in forecasting
- self-control
- consumer behaviour
And have applied their research to an extensive set of areas including:
- health
- the environment
- finance
- food safety
- employment and HR
- insurance markets
- culture and entertainment industries
The full-time MSc Behavioural Science consists of two 15-week semesters of taught modules and a three-month dissertation period.
Develop your careers skills with our Flying Start Leadership Programme module
We go beyond textbooks and lecture rooms to focus on your personal and professional development. Our Flying Start module will help you develop practical career skills such as effective public or conflict management.
Modules
Teaching
Teaching is carried out through lectures, seminars, guest speakers, article discussion groups, and presentations. There’s a regular programme of visiting speakers, leading academics and policy and industry professionals at Stirling’s Behaviour Research Centre.
Assessment
You’ll be assessed by combination of exams and coursework, including written assignments and presentations. The final assessment on the course involves a dissertation.
Course director
Professor David Comerford, Course Director
Fees and funding
Fees and costs
University of Stirling alumni will automatically be awarded a fee waiver for the first year of Masters studies through our Stirling Alumni Scholarship.
Applicants from the UK or Republic of Ireland who hold a first-class honours degree or equivalent will automatically be awarded a £2,000 scholarship through our Postgraduate Merit Scholarship.
If you need to extend your period of study, you may be liable for additional fees.
If you are studying part time, the total course fee will be split over the years that you study. The total fee will remain the same and will be held at the rate set in your year of entry.
For more information on courses invoiced on an annual fee basis, please read our tuition fee policy.
Eligible students could receive a scholarship worth between £4,000-£7,000. See our range of generous scholarships for international postgraduate students.
If you need to extend your period of study, you may be liable for additional fees.
If you are studying part time, the total course fee will be split over the years that you study. The total fee will remain the same and will be held at the rate set in your year of entry.
For more information on courses invoiced on an annual fee basis, please read our tuition fee policy.
Postgraduate tuition fee loans
This course is eligible for a postgraduate tuition fee loan from one of the UK’s governments. See the Scholarships and funding section, below, for more details.
1+3 pathway MSc for PhD research
The UK's Social Science Research Council (SSRC) recognises MSc Behavioural Science as a 1+3 pathway MSc for PhD research. The 1+3 pathway allows students to complete a one-year Masters degree before progressing to a three-year PhD research degree. These pathways can be fully funded.
Additional costs
There are some instances where additional fees may apply. Depending on your chosen course, you may need to pay additional costs, for example for field trips. Learn more about additional fees.
Scholarships and funding
Funding
If you have the talent, ability and drive to study with us, we want to make sure you make the most of the opportunity – regardless of your financial circumstances.
Learn more about available funding opportunities or use our scholarship finder to explore our range of scholarships.
Postgraduate tuition fee loans
Scottish students may be eligible to apply to the Students Award Agency for Scotland (SAAS) for loans of up to £11,500 to cover tuition fees and associated living costs.
English students can apply for a loan of up to £12,167 each year as part of the Postgraduate Masters Loan Scheme.
Welsh students can apply for financial support of up to £18,770 as a combination of grant and loan from Student Finance Wales.
Northern Irish students can apply for a postgraduate tuition fee loan of up to £6,500 from Student Finance NI.
International students may be able to gain additional funding from loan providers.
Cost of living
If you’re domiciled in the UK, you can typically apply to your relevant funding body for help with living costs. This usually takes the form of student loans, grants or bursaries, and the amount awarded depends upon your personal circumstances and household income.
International (including EU) students won’t normally be able to claim living support through SAAS or other UK public funding bodies. You should contact the relevant authority in your country to find out if you’re eligible to receive support.
Payment options
We aim to be as flexible as possible, and offer a wide range of payment methods - including the option to pay fees by instalments. Learn more about how to pay
After you graduate
Behavioural scientists in the UK have an average salary of £42,877 per year (source: Glassdoor 2025).
Our graduates occupy senior roles in:
- Behavioural Insights Team
- national governments
- regulatory bodies
- large corporations
- charities consultancy firms
Other graduates have gone on to PhDs and published assignments from our Masters in peer-reviewed journals.
Our graduates have gone to roles such as:
- behavioural architect manager
- research manager
- behavioural and product designer
- behavioural economist
- insights professional
- lead behavioural scientist
- senior behavioural insights analyst
Our MSc Behavioural Science degree equips you for work in many areas.
Business values behavioural insight to solve challenges with evidence using experimental methods.
Governments have behavioural insight teams drawing on research in behavioural science and psychology.
Marketing applies behavioural science to understand product pricings, promotion, and consumer perceptions. Part of this involves understanding the characteristics of customers.
Organisations need leaders with human resources skills in talent development and employee engagement.
Governments, state agencies, and businesses always need high-quality survey data. Companies delivering public opinion research seek sophisticated survey operations skills. This includes survey design, survey completion behaviour, formatting, quality control, and distribution.
Study and careers support
You'll have a mentor who will guide you through your studies.
The Careers Service provides support for CV design, interview skills and other career skills.
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