Digital Marketing Heriot-Watt University

Overview

The MSc Digital Marketing at Heriot-Watt University provides students with a comprehensive foundation in both traditional marketing theories and cutting-edge digital techniques. This programme is specifically structured to address the evolving demands of the global digital economy, ensuring graduates possess the technical expertise required by modern employers. By integrating core marketing principles with specialised digital applications, the curriculum prepares students for professional success across various commercial sectors.

Students gain a deep understanding of the boundaries and terminology of the digital landscape while exploring the psychological and sociological aspects of consumer behaviour.

Why Digital Marketing at Heriot-Watt University?

Heriot-Watt University has a long-standing reputation for producing career-ready graduates, with roots dating back to 1821 as a pioneering institution. The programme is designated as a CIM Employability Programme, which highlights its specific focus on preparing students for the competitive marketing industry. Students learn from research-active academics whose expertise spans social data analysis, enterprise excellence, and sustainable business practices.

The university provides a global learning environment with strong industry links that facilitate professional growth. Additionally, students may have the opportunity to apply for the Marketing, Recruitment and Admissions Fellowship, gaining hands-on experience within the university's own professional departments. This practical exposure, combined with access to advanced facilities, helps students develop the presentation, analytical, and ICT skills necessary for a successful international career.

Tuition Fee Breakdown

• International fee: GBP 24952 per year
• National fee: GBP 12744 per year

Visit the Fees and Funding section for a breakdown in your local currency.

Syllabus

Modules may include:

• Contemporary Consumers
• Digital Customer Experience
• International Strategic Marketing
• Research Philosophy and Practice
• Branding and Communications
• Digital Marketing Analytics
• Social Media Marketing
• Psychology for Marketing
• Applied Digital Marketing Dissertation

Careers with Digital Marketing

Graduates of this programme are prepared for a wide range of specialist roles within the digital marketing sector and broader commercial markets. The curriculum focuses on developing the creative and practical responses required to solve complex marketing problems, making alumni highly sought after by diverse organisations. Common career paths include digital marketing management, brand strategy, and consumer insights analysis.

The focus on employability ensures that students graduate with a significant range of professional skills, including the ability to handle complex data and lead digital transformations. With almost 90% of the university's graduates entering employment or further study shortly after completion, the programme serves as a robust gateway into the global marketing profession.

Accreditation

The MSc is accredited by the Chartered Institute of Marketing (CIM) within the Graduate Gateway programmes. You’ll gain a credit for prior learning upon completion of your degree or have the option to self-study for a CIM qualification during your programme of study.