The course

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



Our MSc International Marketing Management with Tourism has been developed for those seeking a career in the areas of global tourism, heritage, leisure and event marketing management.

Tourism and heritage have come to be understood internationally as important economic sectors in their own right. There are also vital resources for nations, regions and cities seeking to stimulate tourism, attract inward investment and promote social cohesion.

You will study marketing practice in the tourism and travel industry and build knowledge and expertise across a range of marketing actions including customer experience, destination branding, product design and promotion, and pricing activity.

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

1 year full-time / 2 years part-time

  • Semester 1: September - December
  • Semester 2: January - May
  • MSc Dissertation: May - August


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
Sem 1 (Sep - Dec) Sem 2 (Jan - April)
Contemporary Consumers Branding and Communications
Strategic Marketing Research Philosophy and Practice
Marketing Logistics Issues and Trends in Tourism
Global Heritage

Choose one from:

  • Advances in Digital Marketing
  • International Trade Law
  • Managing Diversity in Business
  • 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.

Global Heritage

Semester 1 (mandatory)

Develop an understanding of current issues in the cultural heritage sector. Equip students with a critical understanding of the impact of global organizations such as UNESCO on emerging trends in the modern world.

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.

Issues and Trends in Tourism

Semester 2 (mandatory)

Introduce students to critical perspectives on tourism marketing management. Develop students’ understanding of the complex nature of the destination and its importance as the core element of international tourism supply.