MSc Digital Marketing 12 months Postgraduate Program By Heriot-Watt University |Top Universities
Program Duration

12 monthsProgram duration

Tuitionfee

23,248 GBPTuition Fee/year

Scholarship

YesScholarships

Main Subject Area

MarketingMain Subject Area

Program overview

Main Subject

Marketing

Degree

MSc

Study Level

Masters

Study Mode

On Campus

Overview

The 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 – from the legal context of marketing, strategic innovation management, databases and information systems, entrepreneurship and creativity, contemporary business technology, digital marketing analytics, social media marketing, psychology for marketing, and e-commerce technology – 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.


Expertise

Your learning will be informed by the expertise of our research-active academics whose work covers four key areas:  

  • Employment, Work and the Professions  
  • Logistics and Sustainability  
  • Networks and Enterprise Excellence  
  • Social and Economic Data Analysis  

Your learning environment

The MSc Digital Marketing programme is taught through a combination of lectures, tutorials and group work allowing you to get to know and build relationships with your peers, the teaching staff and academics. You will be assessed by independent work and coursework and will receive feedback on your attainment of knowledge, understanding and research-informed learning skills throughout the programme. 

  

Outside of the classroom, you can join Heriot-Watt’s Marketing Society which holds regular social events and provides networking opportunities and insights into marketing career opportunities by working closely with the support of the academic tutors. 

 

Customise your learning

You’ll learn from the core five courses on the syllabus, with the choice of three optional courses to focus on the area of digital marketing that interests you the most. This gives you the opportunity to customise your degree to match your specific interests or career pathway by selecting a specialist course option.   


In semester three, you’ll explore in-depth your chosen area of digital marketing through your dissertation. You will be required to demonstrate your mastery of the subject area by developing new insight from the analysis of valuable primary research.  


You can choose whether to study the programme full-time, part-time, or by course. This flexibility allows you to fit your postgraduate studies around your lifestyle. You can begin the programme either in January or September, based on your availability, and the full-time course will last 12 months full-time or 24 months part-time. If you decide to study part-time, you register for two courses per semester and progress to the dissertation at the end of your second year.   


You may have the opportunity to Go Global on our Inter-Campus Transfer. Opportunities for postgraduate study abroad are assessed on a case-by-case basis and if you are interested in studying at our Dubai campus or Malaysia campus for a semester or longer, you should contact the Go Global Team.  


Industry

MSc Digital Marketing is an industry-focused degree with extensive professional accreditations that offers the strongest possible foundation from which to launch your career. The course content is designed and delivered by professionals with industry experience and respected academics with expert knowledge across the full range of disciplines related to marketing. 


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. To gain your CIM certificate, you will need to register one additional CIM training course, and to gain your CIM diploma, you will need to register two additional courses.  

Program overview

Main Subject

Marketing

Degree

MSc

Study Level

Masters

Study Mode

On Campus

Overview

The 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 – from the legal context of marketing, strategic innovation management, databases and information systems, entrepreneurship and creativity, contemporary business technology, digital marketing analytics, social media marketing, psychology for marketing, and e-commerce technology – 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.


Expertise

Your learning will be informed by the expertise of our research-active academics whose work covers four key areas:  

  • Employment, Work and the Professions  
  • Logistics and Sustainability  
  • Networks and Enterprise Excellence  
  • Social and Economic Data Analysis  

Your learning environment

The MSc Digital Marketing programme is taught through a combination of lectures, tutorials and group work allowing you to get to know and build relationships with your peers, the teaching staff and academics. You will be assessed by independent work and coursework and will receive feedback on your attainment of knowledge, understanding and research-informed learning skills throughout the programme. 

  

Outside of the classroom, you can join Heriot-Watt’s Marketing Society which holds regular social events and provides networking opportunities and insights into marketing career opportunities by working closely with the support of the academic tutors. 

 

Customise your learning

You’ll learn from the core five courses on the syllabus, with the choice of three optional courses to focus on the area of digital marketing that interests you the most. This gives you the opportunity to customise your degree to match your specific interests or career pathway by selecting a specialist course option.   


In semester three, you’ll explore in-depth your chosen area of digital marketing through your dissertation. You will be required to demonstrate your mastery of the subject area by developing new insight from the analysis of valuable primary research.  


You can choose whether to study the programme full-time, part-time, or by course. This flexibility allows you to fit your postgraduate studies around your lifestyle. You can begin the programme either in January or September, based on your availability, and the full-time course will last 12 months full-time or 24 months part-time. If you decide to study part-time, you register for two courses per semester and progress to the dissertation at the end of your second year.   


You may have the opportunity to Go Global on our Inter-Campus Transfer. Opportunities for postgraduate study abroad are assessed on a case-by-case basis and if you are interested in studying at our Dubai campus or Malaysia campus for a semester or longer, you should contact the Go Global Team.  


Industry

MSc Digital Marketing is an industry-focused degree with extensive professional accreditations that offers the strongest possible foundation from which to launch your career. The course content is designed and delivered by professionals with industry experience and respected academics with expert knowledge across the full range of disciplines related to marketing. 


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. To gain your CIM certificate, you will need to register one additional CIM training course, and to gain your CIM diploma, you will need to register two additional courses.  

Admission requirements

Undergraduate

6.5+
2.7+
  • A good Honours degree (first or second class), or its non-UK equivalent, in a related subject.
  • Applicants with relevant education and work experience may also be considered.
1 Year
Sep

Tuition fee and scholarships

Domestic Students

10,736 GBP
-

International Students

23,248 GBP
-

One of the important factors when considering a master's degree is the cost of study. Luckily, there are many options available to help students fund their master's programme. Download your copy of the Scholarship Guide to find out which scholarships from around the world could be available to you, and how to apply for them.

In this guide you will find:
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Where to look for scholarship opportunities

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How to apply to scholarships relevant to you

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A list of available scholarships around the world

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A scholarship application checklist

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More programs from the university

From top 10 rankings to opportunities to study abroad, there are many reasons to choose Heriot-Watt.  Here are just a few of them.

A rich heritage
We are proud that since our foundation in 1821 we have been outward-looking pioneers of education, in pursuit of knowledge to the benefit of society and the world.

Become a global student
Heriot-Watt provides you with the opportunity to become a global student both at our UK campuses and internationally. On our Edinburgh Campus you’ll find that about one-third of our students are from countries outside the UK, bringing a real international flavour to our community. This mix of people provides a great opportunity to learn about other cultures and build friendships that stretch across the globe.

We also encourage students to take part in our global student programme, Go Global, by participating in an Inter-Campus Transfer, Exchange or Erasmus+ for a semester or year of their degree.

A world-class reputation
We are world-renowned for excellence in teaching and research. We are ranked 235th in the world and 32nd in the UK (QS World University Rankings 2024), and almost 90% of our research outputs are classed as world-leading and internationally excellent (REF 2021). View our rankings.

Strong links to business and industry
Our taught programmes and research are informed by the needs of business and industry. We actively facilitate collaborations and partnerships, building strategic alliances and promoting knowledge transfer.

Globally employable graduates
Global companies actively seek out our graduates as they are work-ready. Our programmes are designed to ensure that students receive a relevant, careerorientated education. As a result, more than 95% are in employment or further study six months after completing their programme.

Worldwide network
When you join Heriot-Watt you become part of a global family. We have around 123,000 alumni worldwide. The Watt Club was founded in 1854 and is the oldest graduate club in the UK. Lifetime membership is automatic upon graduation from Heriot-Watt and is free to all graduates of the 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. Heriot-Watt is world-renowned for conducting ground-breaking research which is relevant to business and industry. We aim to find radical innovations and solutions to real world challenges for the benefit of society.

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 will have the opportunity to meet with students from all over the world.

Heriot-Watt is regarded as a top UK university across a range of subject areas. The QS World’s University Rankings ranked Heriot-Watt 302nd in the world, 39th in the UK and 7th in Scotland. 

The international outlook of our university has been ranked 37th in the world, 13th in the UK and 3rd in Scotland by Times Higher Education World University Rankings 2019.  This is based on the percentage of the university's international staff, the level of international co-authorship of academic papers and the percentage of international students studying with the university.  The Times/Sunday Times Good University Guide named Heriot-Watt University ‘International University of the Year 2018’.

REF 2014 named Heriot-Watt in the top 25% of UK universities, with 82% of our research ranked as world-leading or internationally excellent. We ranked 9th university in the UK and 1st in Scotland for research impact. View our rankings.

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