International Marketing at Heriot-Watt University - UCAS

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Course summary

Overview The MSc International Marketing programme provides you with detailed knowledge of contemporary marketing concepts and in-depth insight into the boundaries of how international marketing affects everyday life. The programme has been specifically designed to meet the current and emerging demands of the industry, by exploring the impact and added value marketing has for various kinds of stakeholders, to ensure you are highly sought after upon graduation. During the master’s programme, you’ll develop knowledge to define and explain key marketing and international marketing terms and parameters and become aware of the range of marketing theories and models available for supporting and understanding a range of international marketing issues and problems. You’ll critically evaluate the role of marketing within both national and international contexts, including the exploration of how policies, programmes, strategies, and resources are selected and implemented. You’ll develop problem-solving skills for various marketing and international marketing scenarios and generate strategic options for resolving such problems. Each course will equip you with highly employable expertise and skills across marketing. You’ll have the opportunity to choose two optional courses – from strategic innovation management, the legal context or marketing, entrepreneurship and creativity, managing diversity in business, social media marketing, heritage and cultural marketing, and contemporary business technology – to customise your learning and develop your specific marketing interests. Your international marketing dissertation will allow you to engage in an independent in-depth critical examination of a particular 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 international 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, teamwork and ICT skills. 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 We work closely with the industry to ensure our course content is up-to-date and reflects the current and emerging needs of the industry and employers. You’ll gain the right blend of knowledge, practical skills, and soft skills to set you up for life after graduation. Upon graduation, MSc International Marketing graduates have progressed to careers in marketing, brand management and communication in the UK and overseas. Graduates have gone on to work for a variety of companies, including AIG, Capri Sun, GAP, Russell and Bromley, and Lorenz Snack-World. The degree will provide you with the crucial blend of international marketing expertise and professional skills that employers so desperately seek. You’ll gain experience in online collaborative working, business communications, and synthesising diverse information sources, which is highly valued by employers worldwide. Accreditation The MSc is accredited by the Chartered Institute of Marketing (CIM) within the Graduate Gateway programmes.


Semester 1: Contemporary Consumers, Strategic Marketing, Marketing Logistics. Choose one from a range including: Corporate Social Responsibility, Global Heritage. Semester 2: Branding and Communications, Research Philosophy and Practice. Choose two from a range including: Advances in Digital Marketing, Issues and Trends in Tourism, Project Management, Sustainable Marketing.

Assessment method

Assessment process will comprise of a mixture of formative and summative assessment. Formative assessment involves giving informal feedback with the objective of offering incremental advice to help students progress and achieve a given standard. Summative assessment is offered for evaluating their contribution and overall performance for each course, and is the grade that is taken forward toward progression of the MSc. The programme uses a range of assessment types across its component courses including presentation, written reports and classroom exercises that may be undertaken individually or in groups. There will be a blend across the programme of coursework and examination for summative assessment.

Entry requirements

Entry requirements for individual programmes vary, please check the details for the specific programme you wish to apply for on our website.

English language requirements

Applicants whose native language is not English and who have not been educated previously in the English language must provide evidence of their English language ability to ensure they can cope with the demands of a Heriot-Watt programme taught and assessed in English. Further information about the English Language tests that we currently accept as proof of English Language ability including our own English Language programmes, can be viewed on our website.

HWU English Language Requirements

Fees and funding

Tuition fees

No fee information has been provided for this course

Tuition fee status depends on a number of criteria and varies according to where in the UK you will study. For further guidance on the criteria for home or overseas tuition fees, please refer to the UKCISA website .

Additional fee information

No additional fees or cost information has been supplied for this course, please contact the provider directly.
International Marketing at Heriot-Watt University - UCAS