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Heriot-Watt University: International Fashion Marketing

Institution Heriot-Watt University View institution profile
Department Business Management
Telephone 0131 451 3729
Study type Taught


MSc International Fashion Marketing (IFM) at Heriot-Watt University's Edinburgh Business School was founded with the support and guidance of George Davies, the internationally-renowned fashion designer and businessman behind creations for Next, George at Asda, and Per Una brands.

This is a Specialist MSc MSc International Fashion Marketing is a Specialist MSc programme led by academics at the Edinburgh Business School. As a Specialist MSc, this degree gives those who have worked in the field or studied a similar subject previously, the chance to expand, refine and enhance their knowledge.

This 1-year Masters programme focuses almost entirely on the area of International Fashion Marketing. It blends cutting-edge academic thinking with best practice from industry to give graduates and professionals the opportunity to advance with a highly employable skillset.

Programme design and content This Masters degree in International Fashion Marketing extends an existing awareness of the marketing process to develop skills and competencies necessary for a marketing career in the international fashion sector. The programme includes eight taught courses and a research based dissertation. The courses include:

  • Contemporary Consumers in Fashion – examines the motivations and perspectives of fashion consumers in different international locations.

  • International Strategic Marketing - identifies choices in marketing strategies for local and international brands, focusing on operating a global business.

  • Marketing Logistics - explains how to gain competitive advantage in the international omni-channel distribution environment.

  • New Product Development – identifies the processes and challenges of developing new fashion products. This course is delivered at the School of Fashion and Textiles in Galashiels by leading experts in garment construction and fabric characteristics and includes an industry visit.

  • Branding and Communications in Fashion - considers the power of brands and helps students master the key principles of fashion brand management.

  • Research Philosophy and Practice – provides training in data collection and analysis for roles in consumer insight and business consultancy and prepares you for the dissertation.

  • Fashion Buying and Merchandising – taught by specialists from Heriot-Watt’s School of Fashion and Textiles, this course explains the buying and merchandising functions including supplier selection, negotiation and performance evaluation.

  • Optional: Advances in Digital Marketing - examines digital marketing trends including gamification, brand community management and affiliate marketing.

  • Optional: Sustainable Marketing - examines sustainability from the perspectives of the consumer and the organisation.

Engagement with the fashion retailing sector Engagement with the global fashion retailing sector is a distinguishing feature of Heriot-Watt’s International Fashion Marketing programme. Each year students are offered a series of industry visits to facilitate direct involvement with the fashion sector. In 2017/18 visits included Holland and Sherry, international fabric merchants and Trend Bible, a trends forecasting consultancy. Students also engaged in projects for the Edinburgh International Fashion Festival and with Knockandoo Woollen Mill, an historic woolmill that creates contemporary designs with traditional Scottish materials.


Postgraduate Diploma - PgDip

Heriot-Watt University



Heriot-Watt is one of the world’s leading universities with strong links to international business and industry driven by our established reputation as a top research-led institution.

With a rich heritage stretching back to 1821, we are a truly global university bringing together scholars who are leaders in ideas and solutions delivering innovation, educational excellence and ground-breaking research.










Courses and Subject Areas
We offer over 180 Postgraduate courses that will provide you with the knowledge to solve real world challenges.  There are around 2,400 postgraduate students studying at our Edinburgh Campus. It is a friendly, welcoming place, where you …

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