Key information

Mode of delivery
Delivery type
Full-time, Part-time
Start date
1 year


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The MSc International Marketing will equip you with contemporary marketing skills and knowledge necessary for organisational success in an increasingly global economy and the course features distinct and critical business courses.

The MSc in International Marketing provides detailed knowledge of contemporary marketing concepts coupled with the scope for specialisation. 

There are eight taught courses, divided equally over two semesters, followed by an international marketing dissertation in semester 3. Part-time students register for two courses per semester and progress to the dissertation at the end of their second year. Assessment is specifically designed to develop professional career readiness and includes several collaborative projects with industry partners. 

Mandatory courses deliver core international marketing concepts (International Strategic Marketing, Contemporary Consumer Behaviour, Branding and Communications, Research Philosophy and Practice) as well as specialist marketing knowledge (Marketing Metrics, Sustainable Marketing).

 Students can select two course options as business related specialisms - one for each semester.  These include digital technology (Strategic Innovation Management, Contemporary Business Technology, Social Media Marketing), business performance (Project Management, Measuring and Managing Performance) and the contextualisation of marketing (Issues and Trends in Tourism, Entrepreneurship Creativity, Legal Context of Marketing). For those who wish an more detailed introduction to marketing practice, there is also an option in Marketing.  

 In Semester 3 the International Marketing dissertation is the capstone course where students “deep-dive” into their chosen area of research.  Students will demonstrate their mastery of the subject area by developing new insight from analysis of valuable primary research. 

The International Marketing MSc reflects the fact that Heriot Watt is a truly global university with campuses in Dubai and Malaysia.  Our aim is to enable you to become a highly employable citizen of the world. 

Specialist Mandatory Courses: 

Semester 1

Marketing Metrics

As investment in marketing activities comes under increased scrutiny, it is vital that marketing insights, decision-making and evaluation are measurable. This course provides you with an enhanced understanding of the necessary project planning, implementation and appraisal techniques in order successfully plan, implement marketing projects. It ensures you have the essential accounting and financial techniques to assess the value of marketing investment and return on investment. Upon completion, you will be able to fully evaluate marketing strategies and tactics. 

Semester 2

Sustainable Marketing 

Living within the Earth's carrying capacity is arguably the most important issue facing humanity.  Organisations are facing increasing pressures from the market, government intervention and resource scarcities as they seek to reorganise and satisfy consumer demand. This course considers how to market sustainably within the context of fundamental social and economic change. Upon completion, you will possess detailed understanding of the sustainable consumer, the barriers to sustainable consumption and how sustainable marketing can be practiced.

An MSc with industry demand

International Marketing MSc graduates have progressed to employment in brand management and communication agencies both in the UK and internationally (organisations include AIG, Capri Sun, GAP, Russell and Bromley, Lorenz Snack-World). Employers seek the crucial blend of international marketing expertise and professional skills that this degree provides.  During your studies you will gain experience in online collaborative working, business communication formats and synthesising diverse information sources that is valued in the workplace world-wide.   

Heriot Watt is a global university and classes are shared with students from a range of MSc programmes and nationalities providing opportunities for professional networking that will be of benefit in professional life.  Students also can become involved in the Heriot Watt Marketing Society, a student-run society which hosts speakers from industry and organises social events. 

The MSc is accredited by the Chartered Institute of Marketing (CIM) within the Graduate Gateway programmes.  This provides graduate with a credit for prior learning upon completion of their degree or the choice of self-study for a CIM qualification during their programme of study.  This would require registration on one additional CIM training course to gain a CIM certificate or two additional courses to gain a CIM diploma.  

Our research: a driving force for new knowledge – 

The MSc International Fashion Marketing Programme Director is Dr Ian Grant, and the Head of the Marketing Subject Group is Dr Kathryn Waite. The MSc International Fashion Marketing is part of the Marketing Group's portfolio of programmes, which includes the MSc International Marketing with Consumer Psychology, the MSc Digital Marketing, and the MSc International Marketing. The Marketing Subject Group were recently ranked 1st in Scotland and 4th in the UK by the National Student Satisfaction 2021 survey highlighting how highly valued their degree programmes are.  

Faculty members involved in this degree have published in digital consumption (Dr Ian Grant, Professor Paul Hopkinson), entrepreneurship (Elaine Collinson), digital marketing (Dr Kathryn Waite, Rodney Mwenje, Kristen Marshall), retail atmospherics and consumer diversity (Dr Chris Dodd)x, consumer identity (Dr Jane Priest). Professor Marylyn Carrigan is an internationally recognized expert in the field of ethical and sustainable consumption; she has won multiple research grants, published over 100 academic articles, and serves on the boards of several leading management journals.

Group members are active in several University research centres including the Centre for Research on Employment, Work and Professions (Dr Kathryn Waite), Centre for Logistics and Sustainability (Professor Marylyn Carrigan, Dr Ian Grant), and the Centre for Networks and Enterprise Excellence (Elaine Collinson, Dr Jane Priest). The Marketing Subject Group faculty also possess considerable practitioner experience of advertising and communication agencies (Dr Ian Grant), corporate and project communications (Dr Jane Priest) and international industry/academic partnerships (Elaine Collinson). Professor Carrigan has extensive contacts with industry including serving as a member of the Standards Committee for the Responsible Jewellery Council, and consulting for Fairtrade Gold and the BBC. Her work investigates the role that context plays in determining how consumers and firms are embedded or deterred from behaving sustainably and the tensions and conflicts resultant.

The selection of optional courses draw on pioneering work in research from Edinburgh Business School faculty including international strategic responses to technological change (Dr Yen Tran), the use of gamification to improve social and environmental sustainability (Dr Agnessa Spanellis) and issues relating to the regulation of digital platforms (Dr Katriona Myhill).  Students who are interested in entrepreneurship may choose to study “Entrepreneurship and Creativity” with Professor Laura Galloway, a leading academic in entrepreneurship and innovation.

The mandatory course in “Research Philosophy and Practice”, which is the springboard to the dissertation project, is taught by Dr Lina Fadel whose interdisciplinary research has addressed global challenges including ethnic group identity and the experiences of Syrian refugees in the UK. 

Programme duration

  • MSc - 12 months (full-time), 24 months (part-time)
  • PG Dip - 9 months (full-time), 21 months (part-time)

September 2024 entry

The deadline for applications from UK students is 30 August 2024. For EU and overseas applicants, we guarantee to consider applications submitted by 2 August 2024.

Postgraduate Masterclass Series

We’re running a series of free online masterclasses throughout July to showcase our postgraduate taught study options. Take a look at the exciting topics our academic experts will be speaking about and book to attend.

Book your place


Course content

Year 1

Semester 1

  • International Strategic Marketing
  • Contemporary Consumers
  • Marketing Metrics
  • Choose ONE of the following options: Marketing, Strategic Innovation Management, Entrepreneurship and Creativity, Contemporary Business Technology, Measuring and Managing Performance 

Semester 2

  • Branding and Communications
  • Sustainable Marketing
  • Research Philosophy and Practice
  • Choose ONE of the following options: The Legal Context of Marketing, Project Management, Social Media Marketing, Business Economics, Issues and Trends in Tourism

Semester 3

  • International Marketing Dissertation

International Marketing Mandatory Courses

Marketing Metrics

This course helps you to develop the necessary knowledge and skills required to plan, implement and appraise marketing projects including the ability to evaluate financial returns on marketing investments. 

Sustainable Marketing 

On this course, you will examine how to market sustainably within the context of fundamental social and economic change, developing an understanding of the sustainable consumer, the barriers to sustainable consumption and how sustainable marketing can be practiced.

Core International Marketing Mandatory Courses

International Strategic Marketing

This course identifies choices in marketing strategies for local and international brands, focusing on operating a global business.

Contemporary Consumers 

On this course you will learn about the conceptual, theoretical, and practical approaches to studying consumer behaviour. 

Branding and Communications

This course helps you to master the key principles of brand management by learning how integrated marketing communications creates a valuable brand with strong, effective messaging.

Research Philosophy and Practice

This course provides training in a range of research skills that prepares you for the dissertation project and provides the foundation for roles in market insight and business consultancy.

Digital Technology Course Options

Social Media Marketing 

This course provides understanding of theories and applications of social media marketing alongside a critical evaluation of the social, cultural, and technological impact of social media technologies upon consumer behaviour and the business environment.

Strategic Innovation Management 

On this course you will discuss different scenarios for innovating and relate them to business issues and consumer/technology trends in a way that deepens your understanding of the modern business context. 

Contemporary Business Technology 

This course examines the relationships between evolving and developing markets, products, and technologies.

Business Performance Course Options

Project Management 

This course provides an appreciation of required professional project manager knowledge and skills and develops competence in using a generic set of quantitative and qualitative project planning tools and techniques. 

Business Economics

This course provides knowledge and understanding of both micro and macroeconomics, ensuring you can analyse from a range of economic situations and problems.

Measuring and Managing Business Performance 

On this course, you will learn about the principles and practices of performance measurement and management, from technical and social perspectives.

Contextualisation of Marketing Course Options

The Legal Context of Marketing 

This course provides an in-depth and extensive knowledge of the regulatory framework governing aspects of marketing and marketing communication at a domestic and international level. 

Entrepreneurship and Creativity 

This course provides understanding of the nature and value of entrepreneurship in economies and encourages thinking about ideas and their commercialisation including the opportunity to explore the feasibility of a business idea of your own. 

Managing Diversity in Business

This course offers a deeper understanding of how issues of equality and diversity affect organisationals and their role within society

Dissertation Project

Over the summer the master's dissertation enables you to deepen your knowledge of international marketing through research into a topic of your choice. You will gather and analyse data from companies or consumers which directly relates to your ambitions and interests.

Examples of topics within this discipline are: 

  • Experiential marketing and the extent to which culture may affect its considered best practices: A comparison of the UK vs the U.S.
  • The influence of corporate adaptation and standardization on consumer behaviour in the UK market.
  • The influence of user-generated content on millennials travel-related decisions: the difference between the UK and Italian consumers.
  • Real men (don't) eat meat? The effect of gender identity on the consumption of animal products UK vs Netherlands.
  • What are the ways in which tennis coaching companies can achieve a competitive advantage in the UK and California. 

Meet the Core Course Leaders

Elaine Collinson B.A. (Hons), MPhil

Elaine Collinson is an Associate Professor of Marketing and the Course Leader for International Strategic Marketing. She has over 25 years' experience teaching in the area of marketing and is the Director of Postgraduate Studies and Director of Corporate Executive Relationships in the School of Social Sciences. Throughout her academic career she has undertaken a number of International Research Projects and been published in international journals. Her research focuses on Marketing & Entrepreneurship, Marketing Management for Strategic Growth, and Academic & Industry Collaboration & the Impact on Learning. She has extensive expertise in enhancing the student experience with a focus on intercultural learning and internationalisation within the class room. She particularly enjoys working with international teams of academic colleagues across the globe to design and deliver a global experience for students.

Professor Michael Danson

Michael Danson is Professor of Enterprise Policy and Director of Doctoral Programmes and the Course Leader for on Research Philosophy and Practice.  He has extensive experience of conducting research and providing policy advice on economic development, urban and regional labour markets, European and national programmes. With over 250 publications and 15 books he is well established in his field and has advised governments, institutions, community organisations and civic society on his research expertise and knowledge. He is Treasurer of the Academy of Social Sciences and trustee of various academic bodies and social enterprises.

Dr Babak Taheri

Babak Taheri is an Associate Professor of Marketing and the Course Leader for Branding and Communications and Issues and Trends in Tourism. Babak is the Postgraduate Research Coordinator in Business Management Department and his research has a dual focus: 'tourism marketing' and 'consumer research'. Throughout his career he has had over 70 academic publications and secured over £2.5m funding (including Horizon 2020 and KTP). Dr Taheri has previously worked as a Lecturer and Teaching Fellow at the Durham University and University of Strathclyde and enjoys using interactive and engaging learning experiences in his teaching.

Geraldine McKay

Geraldine McKay is an Associate Professor of Marketing and Course Leader for Contemporary Consumers. She is a Chartered Marketer and has taught marketing at several Universities in the UK and In New Zealand. She came to Heriot-Watt University in 2011 as Academic Head for Management Programmes. Her research interests include the University student experience, branding and communications, in particular the brand amongst employees. Geraldine Is currently undertaking research into transnational student identity and belonging as part of her PhD being undertaken at Lancaster University.

Dr Christine Rutherford

Christine Rutherford is an Associate Professor of Supply Chain Management in the Logistics Research Centre at Heriot-Watt University and Course Leader for Marketing Logistics. An ex-RAF Supply Officer, she started her academic career at Cranfield School of Management in 2002 before joining Heriot-Watt in 2010.  Her research, in the area of supply chain strategy and planning, is industry based and focused on solving practical supply chain problems, particularly in the area of demand planning at the interface between marketing, sales and operations.  She has worked with several blue chip companies helping them improve their supply chain planning processes through consultancy and bespoke training.

Meet the Programme Director

Dr Kathryn Waite

Kathryn Waite is an Assistant Professor of marketing, the Course Leader for Advances in Digital Marketing and Director of the International Marketing MSc Programmes.  She is a Charted Marketer.  After a career in marketing and events management as a mature student she gained an MBA followed by a PhD at Edinburgh University.  Her research focuses upon digital technology and she has published several journal articles examining issues of trust, engagement and empowerment.   She has secured grants funding of over £201,043 to research the impact of technology within financial services organisations.  She is on the editorial advisory boards of The Journal of Financial Services Marketing, Journal of Research in Interactive Marketing and The International Journal of Bank Marketing.  Her teaching style blends the informative with the humorous (students expect references to cat and Star Wars social media memes).  

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 Part-time
UK 10736 5368
Overseas [footnote 2] 23248 11624


  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.

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 relevant subject from a recognised British or overseas university.

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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