Digital Marketing with Advanced Practice Heriot-Watt University

Overview

The Digital Marketing with Advanced Practice MSc at Heriot-Watt University provides a robust transition into the digital economy by merging core marketing principles with specialised technical expertise. This programme is specifically structured to address the evolving demands of the global commercial landscape, ensuring graduates possess the skills required for high-level roles. Students benefit from a curriculum that balances theoretical knowledge with significant practical application.

Why Digital Marketing with Advanced Practice at Heriot-Watt University?

This programme is distinguished by its focus on employability, holding the status of a CIM Employability Programme. A primary strength is the second-year advanced practice component, which consists of a year-long company placement. This allows students to apply their learning in a real-world workplace setting, gaining invaluable professional experience and reflecting on their practice in a commercial environment.

Students have access to research-active academics whose expertise spans logistics, sustainability, and social data analysis. The university’s long-standing history of producing career-ready graduates is supported by strong industry links and advanced facilities. Additionally, the Marketing, Recruitment and Admissions Fellowship offers a competitive opportunity for students to gain internal departmental experience while receiving a tuition discount.

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

The curriculum integrates general marketing theories with specialist digital concepts, including consumer behaviour and digital analytics. 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
• e-Commerce Technology

In the final stages of the first year, students undertake an Applied Digital Marketing Dissertation, which involves an independent investigation into an organisational problem. The second year is dedicated entirely to industry placements across three distinct terms.

Careers with Digital Marketing with Advanced Practice

Graduates are prepared for a wide range of roles within the digital economy, equipped with professional skills to develop creative responses to complex commercial problems. The programme builds transferable capabilities in presentation, communication, and analytical thinking, which are essential for modern marketing environments. By the end of the course, students are capable of making informed judgements even in situations with incomplete data, mirroring real-life business challenges.

The focus on professional readiness ensures that students are highly sought after by employers. Potential career paths include digital marketing management, social media strategy, and marketing analytics. The combination of academic excellence and practical placement experience provides a significant advantage in the competitive global job market.

Accreditation

MSc Digital Marketing with Advanced Practise has been awarded the Chartered Institute of Marketing’s (CIM) Employability Programme Award.Our postgraduate programme is accredited by the Chartered Institute of Marketing (CIM), the world's leading professional marketing body with over 28,000 members worldwide.