Detailed course guide
The International Fashion Marketing (IFM) programme extends an existing awareness of the marketing process to develop skills and competencies necessary for a marketing career in the international fashion sector. The programme includes eight taught courses and a research based dissertation. The courses include
Contemporary Consumers in Fashion - examines the motivations and perspectives of fashion consumers in different international locations.
International Strategic Marketing - identifies choices in marketing strategies for local and international brands, focusing on operating a global business.
Marketing Logistics - explains how to gain competitive advantage in the international Omni-channel distribution environment.
New Product Development - identifies the processes and challenges of developing new fashion products. This course is delivered at the School of Fashion and Textiles by leading experts in garment construction and fabric characteristics and includes an industry visit.
Branding and Communications in Fashion - considers the power of brands and helps students master the key principles of fashion brand management.
Research Philosophy and Practice - provides training in data collection and analysis for roles in consumer insight and business consultancy and prepares you for the dissertation.
Advances in Digital Marketing - examines digital marketing trends including gamification, brand community management and affiliate marketing.
Fashion Buying and Merchandising - taught by specialists from the School of Fashion and Textiles, this course explains the buying and merchandising functions including supplier selection, negotiation and performance evaluation.
Over the summer the Master’s dissertation enables you to deepen your knowledge in a topic of your choice by gathering and analysing data from companies or consumers within an international fashion marketing setting which directly relates to your ambitions. Previous students on the IFM programme have conducted dissertations on topics including:
The Rise of New Fashion Influencers - A comparative look at fashion bloggers and celebrities' effect on fashion trends throughout the region.
Use of Social Media (Instagram) for Sportswear/ Athleisure Brands.
Responsible Luxury: The Importance of CSR Initiatives in Building Brand Equity in the Luxury Goods
The Use of Older Models in International Fashion Campaigns.
Engagement with the Fashion Retailing Sector
Engagement with the global fashion retailing sector is a distinguishing feature of the IFM programme. Each year students are offered a series of industry visits to facilitate direct involvement with the fashion sector. It is highly beneficial to be guided by a leading industry official such as George Davis who has extensive knowledge in fashion retailing.
International Fashion Marketing Competencies and Skills
Your marketing competencies will be developed through case-study learning, direct interaction with industry and industry-focused assessments. Innovative group-based and individual coursework will challenge you to translate theory into fashion marketing solutions and demonstrate skills in time management, team leadership, information management and verbal, written and digital communications. This year’s IFM students gained experience in:
Producing a Vlog to communicate key messages in an authentic way and then evaluate how to repurpose content into a podcast Designing and filming a fashion brand advertisement
Developing a buying and merchandising plan
Deconstructing garments to understand how they could be redeveloped to different price points.
The sought-after transferrable skills you gain through this programme will position you as an attractive candidate for employers. Previous students have progressed to roles such as merchandising, public relations and
retailing. Diverse learning experience: a wealth of business and cultural perspectives
Studying on this programme will enable you to work alongside highly-motivated students from across the world who have chosen to progress their marketing knowledge at Heriot-Watt School of Social Sciences. This your first-hand experience of working in international teams and providing you with crucial insights into a diverse range of markets and consumer perspectives, all of which are vital in the global fashion sector. By sharing courses with students from other management disciplines you will also experience working alongside those with different business perspectives, a true-to-life insight into the multi-functional nature of international fashion marketing.
Meet the course leaders
Dr Paul J. Hopkinson
Dr. Paul Hopkinson is an Assistant Professor of Marketing in the School of Social Sciences at Heriot-Watt University Dubai Campus. He is programme lead for the International Fashion Marketing Msc course, and in addition, he is Director of the campus’ MSc International Business Management and MSc International Marketing Management (with Digital Marketing) programmes.
Dr Mohamed Salama
Dr Shereen Nasser
Dr. Shereen Nassar is an Assistant Professor in Business Management at Heriot-Watt University. She was awarded her PhD in 2012 from Bath University, UK. Prior to her appointment at Heriot-Watt University, Dr. Nassar had two years of experience in one of the UAE’s Academic institutions in which she was appointed as the director of Supply Chain and Logistics Management MSc program.
Theresa Nuong Doan has been a part-time tutor at the Dubai Campus since September 2014 teaching subjects mainly in the marketing field and more recently took on the responsibility of Course Leader for Marketing Perspectives and Fundamentals of Marketing in Undergraduate the Program and Marketing Logistic and Consumer Behaviour in Postgraduate Program.
Dr Sean Lochrie
Dr. Sean Lochrie is an Assistant Professor in Management at Heriot-Watt University Dubai. His primary research interest focuses on the creation of custodianship behaviours within World Heritage Site management. On the Master’s program his teaches Research Philosophy and Practice, a module which focuses on research idea generation and methodology, and preparing students for the dissertation process.
Dr Jyothsna Singh
Jyothsna Appaiah Singh is faculty in Marketing at Heriot-Watt University, Dubai. Her core area of research has been in Emotional Labour in Service Relationships with a PhD from the University of Gloucestershire, UK. She has a variegated corporate experience of 14+ years in the fields of brand management, retailing, market research and business intelligence.
Dr. Maged Youssef
Assistant Professor, School of Textiles & Design
Director of Studies for Fashion Marketing and Retailing, Dubai Campus
Dr. Maged Youssef has more than 20 years’ practical experience in industry as a manager and consultant, and implemented many successful sustainable development projects for international development organizations. Dr.Youssef has Studied Textile technology and management in Dresden University of Technology, Germany.
Assistant Professor, School of Textiles & Design
Anton brings with him over a decade of design industry experience and a decade of teaching experience in higher education. His wide and interchangeable diversity of teaching includes design, design process and thinking, visual presentation and digital application and innovation
For MSc entry, a good relevant Honours degree (first or second class) or equivalent overseas qualifications will be considered. Given the clear practical element of the programmes, we will also consider non-graduate candidates holding less than a good Honours degree, or its equivalent, but with compensating qualifications or experience may be admitted to the Postgraduate Diploma programme. Transfer to the MSc will be possible later on if exams and course work are at MSc level.
To find out about the entry requirements for this programme, kindly call +971 4 4358700 or please send an email to
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