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Our MSc Digital Marketing provides you with the opportunity to transition to a digital marketing career by combining an accelerated introduction to marketing with a detailed consideration of digital marketing concepts and techniques. The programme has been specifically designed to meet the current and emerging demands of the growing digital economy, to ensure you are highly sought after upon graduation. During the master’s programme, you’ll gain knowledge that covers and integrates the main areas of marketing and digital marketing, including their features, boundaries, terminology, and conventions. You’ll gain a critical understanding of general marketing theories, principles, concepts and applications and specialist knowledge of Digital Marketing theories, concepts and principles relating to product and service marketing and consumer behaviours. You’ll develop a critical awareness of developments in research and knowledge creation within Digital Marketing and cognate disciplines of sociology, geography and psychology. You’ll develop research-informed learning skills through lecture activities, independent research, coursework, and the dedicated Research Methods Philosophy and Practice course which will enable you to apply critical analysis, evaluation and synthesis to problems at the forefront of digital marketing. You’ll be able to identify, conceptualise and define new and abstract problems and issues related to digital marketing and apply a range of standard and specialised instruments and techniques to mitigate such issues. Each course will equip you with highly employable expertise and skills across digital marketing. You’ll have the opportunity to choose three optional courses to customise your learning and develop your specific marketing interests. Your digital marketing dissertation will allow you to engage in an independent in-depth critical examination of a particular digital marketing topic, which is of interest to you. You’ll benefit from the industry relevance of the programme, which will set you up for life after graduation. Upon completion, you’ll be able to use a significant range of professional skills, techniques, practices and materials to develop original, creative and practical responses to commercial and digital marketing problems and issues. You’ll gain the skills to deal with complex issues and make judgements in situations in the absence of complete or consistent data, as encountered in real-life commercial marketing environments. Beyond the subject-specific knowledge and skills, you’ll be given the opportunity to learn and practice transferrable skills such as presentation, communication, analytical and ICT skills. This programme is designated a CIM Employability Programme, preparing students for industry with a specific focus on employability skills. In addition to academic excellence, programme content builds transferrable capabilities to boost employability in a competitive field.
Programme overview
Main Subject
Marketing
Degree
MSc
Study Level
Masters
Study Mode
On Campus
Our MSc Digital Marketing provides you with the opportunity to transition to a digital marketing career by combining an accelerated introduction to marketing with a detailed consideration of digital marketing concepts and techniques. The programme has been specifically designed to meet the current and emerging demands of the growing digital economy, to ensure you are highly sought after upon graduation. During the master’s programme, you’ll gain knowledge that covers and integrates the main areas of marketing and digital marketing, including their features, boundaries, terminology, and conventions. You’ll gain a critical understanding of general marketing theories, principles, concepts and applications and specialist knowledge of Digital Marketing theories, concepts and principles relating to product and service marketing and consumer behaviours. You’ll develop a critical awareness of developments in research and knowledge creation within Digital Marketing and cognate disciplines of sociology, geography and psychology. You’ll develop research-informed learning skills through lecture activities, independent research, coursework, and the dedicated Research Methods Philosophy and Practice course which will enable you to apply critical analysis, evaluation and synthesis to problems at the forefront of digital marketing. You’ll be able to identify, conceptualise and define new and abstract problems and issues related to digital marketing and apply a range of standard and specialised instruments and techniques to mitigate such issues. Each course will equip you with highly employable expertise and skills across digital marketing. You’ll have the opportunity to choose three optional courses to customise your learning and develop your specific marketing interests. Your digital marketing dissertation will allow you to engage in an independent in-depth critical examination of a particular digital marketing topic, which is of interest to you. You’ll benefit from the industry relevance of the programme, which will set you up for life after graduation. Upon completion, you’ll be able to use a significant range of professional skills, techniques, practices and materials to develop original, creative and practical responses to commercial and digital marketing problems and issues. You’ll gain the skills to deal with complex issues and make judgements in situations in the absence of complete or consistent data, as encountered in real-life commercial marketing environments. Beyond the subject-specific knowledge and skills, you’ll be given the opportunity to learn and practice transferrable skills such as presentation, communication, analytical and ICT skills. This programme is designated a CIM Employability Programme, preparing students for industry with a specific focus on employability skills. In addition to academic excellence, programme content builds transferrable capabilities to boost employability in a competitive field.
Admission Requirements
59+
169+
6+
2.7+
79+
A minimum of honours degree at 2:2 or non-UK equivalent in any academic subject provided that it includes evidence of critical thinking. Digital experience may be helpful.
Applicants with relevant education and work experience may also be considered.
We welcome applications from international students and accept qualifications from around the world. Please refer to the entry requirements for your country for more details.
MSc Digital Marketing
Heriot-Watt University Edinburgh, Edinburgh, United Kingdom
12 monthsProgramme duration
24,952 GBPTuition Fee/year
5Scholarships
Sep, JanStarting Month
Programme overview
Main Subject
Marketing
Degree
MSc
Study Level
Masters
Study Mode
On Campus
During the master’s programme, you’ll gain knowledge that covers and integrates the main areas of marketing and digital marketing, including their features, boundaries, terminology, and conventions. You’ll gain a critical understanding of general marketing theories, principles, concepts and applications and specialist knowledge of Digital Marketing theories, concepts and principles relating to product and service marketing and consumer behaviours. You’ll develop a critical awareness of developments in research and knowledge creation within Digital Marketing and cognate disciplines of sociology, geography and psychology.
You’ll develop research-informed learning skills through lecture activities, independent research, coursework, and the dedicated Research Methods Philosophy and Practice course which will enable you to apply critical analysis, evaluation and synthesis to problems at the forefront of digital marketing. You’ll be able to identify, conceptualise and define new and abstract problems and issues related to digital marketing and apply a range of standard and specialised instruments and techniques to mitigate such issues.
Each course will equip you with highly employable expertise and skills across digital marketing. You’ll have the opportunity to choose three optional courses to customise your learning and develop your specific marketing interests. Your digital marketing dissertation will allow you to engage in an independent in-depth critical examination of a particular digital marketing topic, which is of interest to you.
You’ll benefit from the industry relevance of the programme, which will set you up for life after graduation. Upon completion, you’ll be able to use a significant range of professional skills, techniques, practices and materials to develop original, creative and practical responses to commercial and digital marketing problems and issues. You’ll gain the skills to deal with complex issues and make judgements in situations in the absence of complete or consistent data, as encountered in real-life commercial marketing environments. Beyond the subject-specific knowledge and skills, you’ll be given the opportunity to learn and practice transferrable skills such as presentation, communication, analytical and ICT skills.
This programme is designated a CIM Employability Programme, preparing students for industry with a specific focus on employability skills. In addition to academic excellence, programme content builds transferrable capabilities to boost employability in a competitive field.
Programme overview
Main Subject
Marketing
Degree
MSc
Study Level
Masters
Study Mode
On Campus
During the master’s programme, you’ll gain knowledge that covers and integrates the main areas of marketing and digital marketing, including their features, boundaries, terminology, and conventions. You’ll gain a critical understanding of general marketing theories, principles, concepts and applications and specialist knowledge of Digital Marketing theories, concepts and principles relating to product and service marketing and consumer behaviours. You’ll develop a critical awareness of developments in research and knowledge creation within Digital Marketing and cognate disciplines of sociology, geography and psychology.
You’ll develop research-informed learning skills through lecture activities, independent research, coursework, and the dedicated Research Methods Philosophy and Practice course which will enable you to apply critical analysis, evaluation and synthesis to problems at the forefront of digital marketing. You’ll be able to identify, conceptualise and define new and abstract problems and issues related to digital marketing and apply a range of standard and specialised instruments and techniques to mitigate such issues.
Each course will equip you with highly employable expertise and skills across digital marketing. You’ll have the opportunity to choose three optional courses to customise your learning and develop your specific marketing interests. Your digital marketing dissertation will allow you to engage in an independent in-depth critical examination of a particular digital marketing topic, which is of interest to you.
You’ll benefit from the industry relevance of the programme, which will set you up for life after graduation. Upon completion, you’ll be able to use a significant range of professional skills, techniques, practices and materials to develop original, creative and practical responses to commercial and digital marketing problems and issues. You’ll gain the skills to deal with complex issues and make judgements in situations in the absence of complete or consistent data, as encountered in real-life commercial marketing environments. Beyond the subject-specific knowledge and skills, you’ll be given the opportunity to learn and practice transferrable skills such as presentation, communication, analytical and ICT skills.
This programme is designated a CIM Employability Programme, preparing students for industry with a specific focus on employability skills. In addition to academic excellence, programme content builds transferrable capabilities to boost employability in a competitive field.
Admission Requirements
A minimum of honours degree at 2:2 or non-UK equivalent in any academic subject provided that it includes evidence of critical thinking. Digital experience may be helpful.
Applicants with relevant education and work experience may also be considered.
We welcome applications from international students and accept qualifications from around the world. Please refer to the entry requirements for your country for more details.
Tuition fees
Domestic
International
Scholarships
IMechE Scholarships (for Mechanical Engineers)
Value
$21800
Deadline
31 Aug 2026
Application requirements
QS Event Attendance is NOT required
Entry requirements
You must be admitted to this school to be awarded
International Merit Scholarship
Value
$2000
Deadline
30 Jun 2026
Application requirements
QS Event Attendance is NOT required
Entry requirements
You must be admitted to this school to be awarded
Heriot-Watt University Expenses Bursary
Value
$525
Deadline
31 Aug 2026
Application requirements
QS Event Attendance is NOT required
Entry requirements
You must be admitted to this school to be awarded
Heriot-Watt Sports Scholarships
Value
25% tuition fee waiver
Deadline
31 Jul 2026
Application requirements
QS Event Attendance is NOT required
Entry requirements
You must be admitted to this school to be awarded
IMechE Scholarships (for Mechanical Engineers)
Value
$218000
Deadline
31 Aug 2026
Application requirements
QS Event Attendance is NOT required
Entry requirements
You must be admitted to this school to be awarded
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