The course

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

Contact

Overview

Our MSc International Marketing Management with Digital Marketing will develop a range of specialised skills, techniques and practices for students who intend working in the digital economy and who are looking to differentiate themselves within a expanding job market.

International companies and organisations require graduates who have integrated offline and online channel experience, along with an understanding of both fundamental marketing concepts as well as new concepts such as 'big data'.

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

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

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.