The course

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



Our MSc International Marketing Management programme offers an opportunity for students to acquire an understanding of new developments in international marketing practices and strategies, and learn how to apply them to real world business challenges.

The programme is designed for students wishing to develop a career in contemporary global marketing management by developing a strong understanding of dynamic marketing actions and broader management subjects.

The programme covers both domestic and international marketing issues and develops creative, interactive, contemporary consumer-focused approaches. You will study market research, international marketing strategy, international advertising, market segmentation, the marketing mix and public relations, brand management, digital and sustainable marketing management, and contemporary issues in marketing and consumer research studies.

The School hosts both internationally well-known industry expertise and renowned academics. The programme not only focuses on both academic understanding but also offers industry insights that provide real-world experience.

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  
Choose one from a range including:
  • Corporate Social Responsibility
  • Global Heritage
Choose two from a range including:
  • Advances in Digital Marketing
  • 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.

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.

Programme leader

The Programme Director is Dr Babak Taheri