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Heriot-Watt University: International Marketing Management with Digital Marketing

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


MSc International Marketing with Digital Marketing from the Edinburgh Business School at Heriot-Watt University develops your existing awareness of marketing to prepare you for a career in digital marketing with an international context.

This is a Specialist MSc MSc International Marketing with Digital 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 and Digital 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.

The Edinburgh Business School approach The programme combines a core of five international marketing courses with three exciting and innovative digital marketing courses. 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 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. Specialist Digital Marketing courses 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.

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.


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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