Course summary

This is a unique Masters degree in International Marketing with Consumer Psychology from the Edinburgh Business School at Heriot-Watt University. It delivers a strong understanding of psychological approaches and interventions in consumer-led marketing strategies. This is a Specialist MSc This is a specialist MSc degree which will develop your existing awareness of marketing processes to provide detailed insight into how consumers think, feel and act. Led by academics at the Edinburgh Business School, this Specialist MSc gives those who have worked in the field or studied a similar subject previously, the chance to expand, refine and enhance their knowledge. The Edinburgh Business School approach This 1-year Masters programme focuses almost entirely on the area of International Marketing and Consumer Psychology. It blends cutting-edge academic thinking with best practice from industry to give graduates and professionals the opportunity to advance with a highly employable skillset. The programme combines a core of five international marketing management courses with two specialist consumer psychology courses. • Contemporary Consumers - examines the motivations and perspectives of consumers in different international locations. • International Strategic Marketing - identifies choices in marketing strategies for local and international brands, focusing on operating a global business. • Marketing Logistics - explains how to gain competitive advantage in the international market place by ensuring that the right products reach the right people at the right time. • Branding and Communications - considers the power of brands and helps you to master the key principles of brand management by learning how integrated marketing communications creates a valuable brand with strong, effective messaging. • Research Philosophy and Practice – provides training in a range of research skills that prepares you for the dissertation project and also provides the foundation for roles in market insight and business consultancy. Specialist Consumer Psychology courses The specialist courses on our International Marketing with Consumer Psychology include: • Psychology for Marketing introduces foundational psychological theory an applies these approaches to different stages of the consumption process • Introduction to Human Factors identifies major issues in consumer ergonomics and applies this understanding to a retail marketing context Flexibility through optional courses In addition to the five core courses in International Marketing and the two specialist courses in Consumer Psychology, this programme gives you the opportunity to select an optional course, customising your studies to meet the needs of your future career ambitions. You can select one from: • Managing Diversity • Digital Marketing • Tourism Management • Sustainable Marketing Management competencies and skills for the workplace Your international marketing competencies will be developed through case-study learning, direct interaction with industry and industry-focused assessments. Innovative group-based and individual coursework will challenge you to translate theory into marketing solutions and demonstrate skills in time management, team leadership, information management and verbal, written and digital communications. Interact with business leaders Heriot-Watt’s MSc in International Marketing with Consumer Psychology benefits from strong links with industry and each year we welcome leading marketing practitioners to share experiences and insights with our students through inspirational and informative guest lectures. These guest lectures will give you the opportunity to interact with business experts and discuss practical solutions to real problems whilst receiving guidance about careers in international marketing.