Course summary

Overview The MSc Digital Marketing with Advanced Practice 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. This programme is centred on employability and professional career readiness. If the first year is completed at an appropriate level, you'll progress to year two. The second year allows you to embark on a year-long company placement which will help you to develop and reflect on your learning in a workplace setting. 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. 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. Your learning environment The MSc Digital Marketing with Advanced Practice 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.