The course

Full-time, Part-time, Per course
Course type
Entry date

Our International Fashion Marketing degree has been developed in partnership with the industry and offers real academic insights – from concept design, through to fashion merchandising and branding.



The programme blends our high-quality teaching across marketing (ranked top 10 in the UK in the Guardian University League Tables 2018) with our close links and insights to the retail industry, offering expertise in fashion merchandising and fashion retailing.

On this programme you will also benefit from the unique opportunity to work closely with the Heriot-Watt’s campus in Galashiels which specialises in Fashion and Textiles and provides unrivalled fashion-focused expertise.

Established with support and guidance of George Davies, the internationally-renowned fashion designer and businessman behind creations for Next, George at Asda, and Marks and Spencer, this International Fashion Marketing course offers direct involvement with the industry through our partnerships with Edinburgh International Fashion Festival, Schuh and Johnston's of Elgin.

This highly-regarded programme further benefits from an academic team of industry leaders with years of experience in marketing, branding, market research, fashion and textiles design.

Programme duration

  • MSc - 12 months full-time; 24 months part-time
  • PGDip - 9 months full-time; 21 months part-time


CIM Graduate GatewayHeriot-Watt University has joined forces with the Chartered Institute of Marketing (CIM) to give students the opportunity to gain professional qualifications through CIM Graduate Gateway. CIM qualifications are highly sought after by employers, and map alongside our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.

Course content

   Detailed course guide
Semester 1 (Sept - Dec) Semester 2 (Jan - April)
Contemporary Consumers Branding and Communications in Fashion
Strategic Marketing Research Philosophy and Practice
New Product Development Advances in Digital Marketing
Marketing Logistics Fashion Buying and Merchandising

IFM - Semester 1

Semester 1 of IFM is all about design; not just the creative and artistic elements of design but strategic design and brand concept. The learning involved in semester 1 will expose you to masterminding a fashion concept to unite artistic creativity with strategic creativity. Business Masterclasses are delivered by George Davies, Colin Temple (CEO of Schuh), Dale Hicks (CEO of The Fashion Network), Tom Hendren (CEO of Array Marketing) as well as other guests.

IFM - Semester 2

Semester 2 of IFM is all about implementation and operations. Now that you have experienced the foundations of successful fashion marketing, you will learn about the complexities of maximising your margins through effective buying and merchandising and creative business development skills. Masterclasses are delivered by George Davies, Natalie Th'ng (Marketing Executive for Temperley London), Tom Hendren (CEO of Array Marketing), Alessandro Brun (Professor of design and supply chain) as well as other guests.

The MSc dissertation is then completed between May and August.

Careers and Employability on IFM

Alongside the core teaching on IFM we also have significant input on careers development from our university careers support (including Rachel Mathia, Fashion Consultant), internship providers (Johari; Solo and others) and direct recruitment activity from companies such as Abercrombie & Fitch.

Contemporary Consumers

Semester 1 (mandatory)

Critically evaluate the relevance of different perspectives in understanding 21st Century international consumers. Explore key managerial challenges faced in responding to consumers within international contexts.

Strategic Marketing

Semester 1 (mandatory)

Provides an understanding of theoretical and practical perspectives of international marketing management strategies, as well as examines how marketing strategies are resourced and how they create value for the business.

New Product Development

Semester 1 (mandatory)

Examines the analytical and theoretical tools that support the processes and challenges of developing new fashion products, and evaluates differences among new product development approaches in the fashion industry.

Marketing Logistics

Semester 1 (mandatory)

Provides an understanding on the supply chain management and logistics initiatives in global context and its relation with marketing management.

Branding and Communications

Semester 2 (mandatory)

Provides an understanding of the key principles of brand management from socio-cultural, psychological and anthropological perspectives, rather than relying on just the cognitive approach to branding. Identifies the rationale and obstacles toward adopting integrated marketing communications.

Research Philosophy and Practice

Semester 2 (mandatory)

Provides an understanding of the social science research process, as well as theory and approaches to research. Develops practical skills (i.e. quantitative and qualitative techniques) in data analysis to transform the raw data into information that guides marketing management valuations.

Advances in Digital Marketing

Semester 2 (mandatory)

This course provides an understanding of contemporary principles and practices that underpin digital marketing approaches, and their relationship to conventional marketing.