The course

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



Our MSc International Marketing Management with Consumer Psychology is ideal for students wishing to develop a career in global marketing management based on a strong understanding of psychological approaches and interventions in consumer-led marketing strategies.

Understanding the consumer lies at the very heart of effective international marketing management. Consumer psychology provides detailed insight into how consumers think, feel and act and is vital to a range of marketing actions including consumer research, product design, decision making, communication and pricing.

You will develop a range of specialised skills, techniques and practices and build an understanding of analytical and data generation practices pertaining to psychological enquiry, such as hypotheses testing and experimental research design.

We are proud that the teaching team includes internationally well-known industry expertise and renowned academics. Therefore, the programme is able to focus on both academic knowledge and understanding, as well as providing industry insight and experiences.

Students have the opportunity to take part in team-building and leadership events during the first few weeks of the programme. View our Team Building 2015 photo gallery.

Programme duration

Mode of Study MSc PG Diploma
Full-time 12 months 9 months
Part-time 24 months 21 months


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

Semester 1 (Sept - Dec) Semester 2 (Jan - April)
Contemporary Consumers Branding and Communications
Strategic Marketing Research Philosophy and Practice
Marketing Logistics Psychology for Marketing
Introduction to Human Factors Managing Diversity in Business

The MSc dissertation is then undertaken between May and August.

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.

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.

Introduction to Human Factors

Semester 1 (mandatory)

This course provides a general introduction to the philosophy and approach typically adopted in ergonomics including how our senses influence our experience of the world and how our work tools match our capabilities. The course also reviews some of the contemporary workplace ergonomics challenges (eg ubiquitous computing/globalisation) and considers how can we use design to make work more rewarding, efficient and productive.

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.

Psychology for Marketing

Semester 2 (mandatory)

Introduces aspects of psychological theory which are relevant for the consumer-focussed aspects of marketing. Specifically understanding of the varying theoretical approaches that have been adopted, and the different stages of the consumption process at which they operate.

Managing Diversity in Business

Semester 2 (mandatory)

Provides understanding of the major areas of equality and diversity in organisations and society and examines the importance and benefits of diversity. Also looks at how diversity affects organisational effectiveness and examines the different approaches to equality/diversity and various diversity initiatives.

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:

  • 14 weeks English (for IELTS of 5.5 with minimum of 5.0 in all skills)
  • 10 weeks English (for IELTS of 5.5 with minimum of 5.5 in reading & writing and minimum of 5.0 in speaking & listening)
  • 6 weeks English (for IELTS of 5.5 with minimum 5.5 in all skills)

Fees and funding

Tuition fees for 2017 entry (by residency status)
Status* Full-time Part-time Per course
Scotland / Non-UK EU £7960 £3980 £995
England / Northern Ireland / Wales £7960 £3980 £995
Overseas £15710 £7855 £1963.75

* If you are unsure which category you fall in to, you should complete a fee status enquiry form, which allows us to assess your fees.

** Fee per course

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 taught scholarships.