1. Fashion Marketing & Retailing

Fashion Marketing & Retailing BA (Hons)

  • Duration Full-time: 3 years (BA) / 4 years (BA Hons)
  • Delivery type Day
  • Intake date September
  • Fees 58000 AED per year


Our Fashion Marketing and Retailing programme confidently prepares students for a career within the marketing and retailing industry. Students acquire creative, critical and transferable skills for marketing and retailing, which are fashion focused yet broad. Students are taught the fundamentals of fashion marketing and retailing and the fashion business. We cover the primary needs of the client and the working brief, the focal point of the product and its appeal to customers/consumers, along with key skills such as merchandising, buying, logistics, promotion, advertising and trends analysis to support the product. Extensive links and collaborations with our industrial partners help students to gain a ‘live’ learning experience. Applicants should have a keen desire and aptitude in art and design areas.

Ordinary degree students wishing to progress to the Honours fourth year will need to continue their studies in the UK.

Programme content

First year

A broad common first year for all Fashion students, which provides a strong skills base for the fashion industry. As well as studying the specific pathways, students will take Creative and Contemporary Studies to put their work in context. Courses include: Marketing and Retailing, Fashion Communication, Textiles, Contemporary and Contextual Studies, Fashion Advertising and PR, CAD and Presentation Skills, and Production and Assembly Knowledge.

Second year

Students explore current ideas, issues and innovations related to fashion marketing and retailing. Students engage in a higher level of learning in the areas of Buying, Promotion, Advertising, Merchandising, Brand and Customer Awareness, and Product Analysis and Development. Presentation skills are enhanced with the use of CAD and the exploration of various media and website development via Digital Application. A greater understanding of market and consumer is delivered through industry projects and collaborations in this year.

Third year

Focuses on students becoming more actively involved in the fashion industry through a variety of interdisciplinary projects that enable development of appropriate skills and knowledge. At this higher level of study, students undertake courses in: Business Practice for Fashion, Management and Finance Reports, Industrial Styling and Trends Development.

Fourth year

Available at Heriot-Watt University in the UK.

Additional studio fees

Studio fees of 650 AED per academic year apply for the first year of study only. The fee contributes towards the cost of drafting paper and card as well as muslin and thread used for prototype garments. The fee does not cover the cost of printing, sketchbooks, fabric for final garments, production equipment, art supplies or other materials. Note: the fee is only applicable to students who elect to undertake the 'Production and assembly' course in year 1.

Career prospects

Upon graduation, students pursue a range of careers and roles within the fashion industry and its related areas of marketing and retailing, including:

  • fashion buying
  • promotion and advertising
  • fashion stylist
  • fashion sourcing
  • visual merchandising
  • fashion coordinator
  • fashion director
  • retail merchandiser
  • fashion public relations
  • fashion writer
  • retail logistics

Why study Fashion Marketing & Retailing at Heriot-Watt University in Dubai?

  • Practical based programme with a strong emphasis on academic standards and ‘live’ collaborations.
  • Unique British fashion education where students are involved in the global marketing, promotion, advertising and retail process.
  • Praised highly for considerable active press and media coverage received since launching in Dubai.

Entry requirements

First year entry

  • GCE A-Level CCC (or AABB at AS-Level)
  • CBSE or equivalent 70%
  • American High School Diploma + SAT 1s 1500.
  • UAE Tawjihiyya 80%
  • International Baccalaureate 24 points or above.
  • BTEC Level 3 Ext Diploma MMM
  • FBISE grade 12 or equivalent 70%
  • Curriculum Russian/Kazakhstan (Attestat) with minimum grade of 5.
  • Foundation Year Successful completion of Heriot-Watt University Degree Entry Programme Design Studies with a BBBB. Degree Entry Programme Management/Psychology will also be considered.
  • A mix of A-Levels and AS-Levels are accepted as long as there are no duplicate subjects in each of the levels

Second year entry

  • FBISE grade 12 or equivalent 85%
  • Successful completion of first year of a recognised degree programme in related field with a strong portfolio of work. Please contact the Recruitment and Admissions Office to discuss further.
  • Transfer students from other universities may be considered on a case by case basis.

Third year entry

  • Successful completion of an HND in a related field of study (with a merit profile). Please contact the Recruitment and Admissions Office to discuss further.
  • Transfer students from other universities may be considered on a case by case basis.

Portfolio requirements

  • Direct entry students into second or third years require a portfolio.

English language requirements

Where English was not the medium of instruction at secondary school, applicants must demonstrate English language proficiency equivalent to IELTS 6.5 Academic (with no element below 6).