MSc Digital Marketing with Advanced Practice

Key information

Mode of delivery
Delivery type
Start date
2 years


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The MSc Digital Marketing with Advanced Practice programme has been specifically designed to meet the current and emerging demands of the growing digital economy, to ensure you are highly sought after upon graduation.

This programme is centred on employability and professional career readiness. If the first year is completed at an appropriate level, you'll progress to year two. The second year allows you to embark on a year-long company placement which will help you to develop and reflect on your learning in a workplace setting.

During the master’s programme, you’ll gain knowledge that covers and integrates the main areas of marketing and digital marketing, including their features, boundaries, terminology, and conventions. You’ll gain a critical understanding of general marketing theories, principles, concepts and applications and specialist knowledge of Digital Marketing theories, concepts and principles relating to product and service marketing and consumer behaviours. You’ll develop a critical awareness of developments in research and knowledge creation within Digital Marketing and cognate disciplines of sociology, geography and psychology.

You’ll develop research-informed learning skills through lecture activities, independent research, coursework, and the dedicated Research Methods Philosophy and Practice course which will enable you to apply critical analysis, evaluation and synthesis to problems at the forefront of digital marketing. You’ll be able to identify, conceptualise and define new and abstract problems and issues related to digital marketing and apply a range of standard and specialised instruments and techniques to mitigate such issues.

Each course will equip you with highly employable expertise and skills across digital marketing. You’ll have the opportunity to choose three optional courses – from the legal context of marketing, strategic innovation management, databases and information systems, entrepreneurship and creativity, contemporary business technology, digital marketing analytics, social media marketing, psychology for marketing, and e-commerce technology – to customise your learning and develop your specific marketing interests. Your digital marketing dissertation will allow you to engage in an independent in-depth critical examination of a particular digital marketing topic, which is of interest to you.   

You’ll benefit from the industry relevance of the programme, which will set you up for life after graduation. Upon completion, you’ll be able to use a significant range of professional skills, techniques, practices and materials to develop original, creative and practical responses to commercial and digital marketing problems and issues. You’ll gain the skills to deal with complex issues and make judgements in situations in the absence of complete or consistent data, as encountered in real-life commercial marketing environments. Beyond the subject-specific knowledge and skills, you’ll be given the opportunity to learn and practice transferrable skills such as presentation, communication, analytical and ICT skills.

Our expertise

Your learning will be informed by the expertise of our research-active academics whose work covers four key areas: 

  • Employment, Work and the Professions
  • Logistics and Sustainability
  • Networks and Enterprise Excellence
  • Social and Economic Data Analysis

Your learning environment

The MSc Digital Marketing with Advanced Practice programme is taught through a combination of lectures, tutorials and group work allowing you to get to know and build relationships with your peers, the teaching staff and academics. You will be assessed by independent work and coursework and will receive feedback on your attainment of knowledge, understanding and research-informed learning skills throughout the programme.

Outside of the classroom, you can join Heriot-Watt’s Marketing Society which holds regular social events and provides networking opportunities and insights into marketing career opportunities by working closely with the support of the academic tutors.

Customise your learning

You’ll learn from the core five courses on the syllabus, with the choice of three optional courses to focus on the area of digital marketing that interests you the most. This gives you the opportunity to customise your degree to match your specific interests or career pathway by selecting a specialist course option.

In semester three, you’ll explore in-depth your chosen area of digital marketing through your dissertation. You will be required to demonstrate your mastery of the subject area by developing new insight from the analysis of valuable primary research.


MSc Digital Marketing is an industry-focused degree with extensive professional accreditations that offers the strongest possible foundation from which to launch your career. The course content is designed and delivered by professionals with industry experience and respected academics with expert knowledge across the full range of disciplines related to marketing.

Course content

Year 1

Semester 1 

  • Contemporary Consumers
  • Digital Customer Experience
  • International Strategic Marketing
  • Management Consultancy

Semester 2 

  • Research Philosophy and Practice
  • Branding and Communications
  • Digital Marketing Analytics
  • Social Media Marketing
  • Psychology for Marketing
  • e-Commerce Technology

Semester 3 

  • Digital Marketing Dissertation

Year 2

Semester 1

  • Industry Placement 1

Semester 2

  • Industry Placement 2

Semester 3

  • Industry Placement 3

Go Global

Some of our Postgraduate Taught Masters Programmes are eligible for Inter-Campus Transfer. Please contact for further information.

Fees and funding

Tuition fees

Tuition fees
Status [footnote 1] Full-time
UK 10736
Overseas [footnote 2] 23248


  1. Your residency 'status' is usually defined as the country where you have been ordinarily resident for the three years before the start of your course. Find out more about tuition fees.
  2. Overseas includes applications from European Union countries who do not hold Pre-Settled or Settled status in the UK. Read more about the application process for EU nationals.

Additional fee information

Fees are payable for each year of this degree.

Year 2 (Industry placement)

UK and overseas: £3,000

Scholarships and bursaries

We aim to encourage well-qualified, ambitious students to study with us and we offer a wide variety of scholarships and bursaries to achieve this. Over £6 million worth of opportunities are available in fee and stipend scholarships, and more than 400 students benefit from this support.

View our full range of postgraduate scholarships.

Entry requirements


A good Honours degree (first or second class), or its non-UK equivalent, in a related subject.

Applicants with relevant education and work experience may also be considered.

English language requirements

If your first language is not English, or your first degree was not taught in English, we'll need to see evidence of your English language ability.

The minimum English language requirement for entry to this programme is IELTS 6.5 (or equivalent) with no component lower than 6.0.

If you do not have IELTS 6.5, we offer a range of English language courses to help you meet the English language requirement for this programme prior to commencing your studies:

  • 20 weeks English (for IELTS of 5.0 with no skill lower than 4.5)
  • 14 weeks English (for IELTS of 5.0 with minimum of 5.0 in writing and no skill lower than 4.5)
  • 10 weeks English (for IELTS of 5.5 with no skill lower than 5.0)
  • 6 weeks English (for IELTS 5.5 with no skill lower than 5.5)

Why Heriot-Watt?

Clubs and activities

At Heriot-Watt we have an extensive programme of over 90 sports clubs and societies to get involved in. You can try as many as you like or start one of your own!

Edinburgh campus accommodation

Living on our beautiful Edinburgh campus is a great way to meet others from all over the world. Our student accommodation is within easy reach of the teaching buildings, sports facilities, catering venues and the Student Union

Edinburgh Campus facilities

At Heriot-Watt University, we offer a wide range of services to help you deal with all aspects of your life with us, whether these be academic, personal, technical, financial or just plain fun!

Health and wellbeing

Student Wellbeing Services aim to provide a range of support, guidance, activities and advice to help students to be their best, and get the most from their university experience. From counselling to coaching we'll sure you are fully supported.

Heriot-Watt Student Union

There's more to university life than simply getting your degree, and Heriot-Watt University Student Union is all about helping you to have the best possible experience while you study here.

Living in Edinburgh

Historic and beautiful, a cultural capital that fuels the senses whether you love the arts or nature, nightlife or study life, Edinburgh is stimulating and inspirational and never, ever boring.

Sport facilities

Oriam, Scotland Sports Performance Centre offers state-of-the-art sports facilities, for all levels of sport and ability

Your career

Employers around the world actively seek out our graduates because they are work-ready. All our degrees are career-focused and relevant to the needs of industry. Around 95% of our students are in employment or further study within six months of graduating.

We are accredited by the following organisations

At Heriot-Watt University we develop degrees that are relevant for the world of work. We work with Professional bodies and Institutes to gain appropriate Accreditations and Professional Memberships for your industry. Find out below how this degree aligns to industry.

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