The course

Delivery
Full-time, Part-time, Per course
Course type
Taught
Location
Edinburgh
Entry date
September

Heriot Watt University’s MSc in International Marketing with Digital Marketing provides specialist digital marketing knowledge and skills which are highly sought within a fast-growing, evolving and exciting industry sector.

Contact

Overview

This specialist Masters degree in International Marketing with Digital Marketing develops your existing awareness of marketing processes to prepare you for the challenges of digital marketing in an international context. The programme combines a core of five international marketing courses with three exciting and innovative digital marketing courses.

From reading the brief descriptions below you will get a flavour of how this programme allows you to apply knowledge in practical, industry-focused ways to prepare you for a role in digital marketing.

The five International Marketing courses on this programme include:

  • Contemporary Consumers examines the motivations and perspectives of consumers in different international locations in modern age.
  • International Strategic Marketing identifies the choice of marketing strategies taken by local and international brands and focuses on operating a global business.
  • Marketing Logistics explains how to gain competitive advantage in the international market place by ensuring that the right products reach the right people at the right time.
  • Branding and Communications considers the power of brands and helps you master the key principles of brand management. Learn how integrated marketing communications creates a valuable brand with strong, effective messaging.
  • Research Philosophy and Practice – provides training in a range of research skills that prepares you for the dissertation project and also provides the foundation for roles in market insight and business consultancy.

The specialist Digital Marketing courses on this programme include:

  • Advances in Digital Marketing examines digital marketing trends including gamification, brand community management and affiliate marketing.
  • Information Communication Technology Use within an SME Context – students apply strategic planning and evaluation techniques to design an online business

Tailor to your career ambitions

In addition to the five core courses in International Marketing and the two specialist courses in Digital Marketing, this programme gives you the opportunity to select an optional course, customising your studies to meet the needs of your future career ambitions. You can select one from:

  • Sustainable Marketing
  • Tourism Marketing 
  • Project Management
  • Digital Marketing Analytics (optional specialist course)

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 within a digital marketing setting which directly relates to your ambitions and interests.

Previous students on MSc International Marketing with Digital Marketing have conducted dissertations on topics including:

  • The impact of reviews and ratings on purchase amongst French and UK Airbnb customers
  • Perceptions of international marketers of the effectiveness of Twitter Chat for branding
  • Social Media in Heritage and Gastronomy in Burgos
  • International differences in online advertising trust: UK and China

Mangement competencies and skills for the workplace

Your international 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 marketing solutions and demonstrate skills in time management, team leadership, information management and verbal, written and digital communications.

This year, our digital marketing 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 brand advertisement
  • Developing and implementing a business plan for an online business

The sought-after transferrable skills you gain through this programme will position you as an attractive candidate for employers.  Our recent graduates have gone on to launch digital marketing careers with brands and organisations such as:

  • AIG: Digital Marketing Executive
  • eDreams: International sales executive
  • National Trust for Scotland: Digital Content Production Executive
  • Russell & Bromley: Online editor
  • Reprise Media: Account Executive

Interact with business leaders

Studying an MSc in International Marketing with Digital Marketing will give you the chance to benefit from our strong links with industry. Each year we welcome leading marketing practitioners to share experiences and insights with our students through inspirational and informative guest lectures.

These guest lectures will give you the opportunity to interact with business experts and discuss practical solutions to real problems whilst receiving guidance about careers in international marketing.  Recent guest speakers have represented a range of multinational companies and leading advertising agencies, including:

  • Baxters Food Group - Cara Chambers, Director of Marketing
  • Skyscanner - Murat Ozkok-Ohr, Growth and Communications Manager
  • The Leith Agency - Caitlin MacKie, Strategic Planner
  • Yard Digital Agency - Geoff Kennedy, Account Director
  • Backpage Press – Martin Greig and Neil White – Directors

International internship opportunity

There is an annual competitive four-week International Internship opportunity for one outstanding student at the Toronto HQ and New York offices of Array Marketing. Array Marketing has over 35 years’  experience in the retail sector, producing innovative visual merchandising and point-of-purchase displays for leading brands such as L’Oréal, Urban Decay, MAC, Sephora, ULTA, Estee Lauder and Prada.  The internship provides experience across key operational areas including project management, digital marketing, merchandising, store fittings, and understanding the luxury consumer.  2016’s successful candidate was offered a permanent role with Array Marketing after presenting innovative business development ideas based on her dissertation research.

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 will develop 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 international marketing. 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 marketing management. Our thriving calendar of social events kicks off in week one with a bespoke induction event.  Our campus-based location will help you to balance your academic experiences with a rewarding social life, providing many opportunities to develop an international network of friends and contacts from our friendly, global community

Programme duration

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

Accreditation

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
Strategic Marketing Research Philosophy and Practice
Marketing Logistics Advances in Digital Marketing
ICT Utilisation within the SME context Choose one from:
  • Issues and Trends in Tourism
  • Project Management
  • Sustainable Marketing
  • Digital Marketing Analytics

The MSc dissertation is then undertaken between May - 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.

ICT Utilisation within the SME context

Semester 1 (mandatory)

Apply strategic planning and evaluation techniques to the decisions relating to a range ICT utilisation within SMEs for e-commerce. The focus will be on the relationships between evolving and developing markets, products and technologies.

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)

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

Optional Courses Sesmeter 2

  • Sustainable Marketing
  • Tourism Marketing
  • Project Management
  • Digital Marketing Analytics (optional specialist course)

Meet the Course Leaders

Elaine Collinson B.A. (Hons), MPhil   Elaine Collinson is 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.

Professor Michael Danson is Professor of Enterprise Policy and Director of Doctoral Programmes and the Course Leader for 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.

Dr Babak Taheri is an Associate Professor of Marketing and the Course Leader for Branding and Communications and Issues and Trends in Tourism. 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 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. Her research is in the area of supply chain strategy and planning, 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 Management MSc Programmes. 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.

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

Tuition fees for 2019 entry (by residency status)
Status* Full-time Part-time Per course
Scotland / Non-UK EU £8448 £4224 £1056
England / Northern Ireland / Wales £8448 £4224 £1056
Overseas £17720 £8860 £2215

* 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.