Course summary
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. 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 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. 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. 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.
Modules
September Intake Year 1 Mandatory September -Contemporary Consumers -Digital Customer Experience -International Strategic Marketing Optional September -Creativity and Entrepreneurship -Strategic Innovation Management -Databases and Information Systems -Management Consultancy Mandatory January -Research Philosophy and Practice -Branding and Communications -Digital Marketing Analytics Optional January -Social Media Marketing -Psychology for Marketing -e-Commerce Technology Mandatory May -Digital Marketing Dissertation January Intake Year 1 Mandatory January -Branding and Communications -Research Philosophy and Practice -Digital Marketing Analytics Optional January -e-Commerce Technology -Social Media Marketing -Psychology for Marketing Mandatory September -International Strategic Marketing -Contemporary Consumers -Digital Customer Experience Optional September -Strategic Innovation Management -Creativity and Entrepreneurship -Management Consultancy -Databases and Information Systems Mandatory Second January -Digital Marketing Dissertation
Assessment method
You will be assessed by coursework, exams, and your research project, and will receive support and feedback throughout the programme.
Professional bodies
Professionally accredited courses provide industry-wide recognition of the quality of your qualification.
- Chartered Institute of Marketing
How to apply
International applicants
If your first language is not English, we'll need to see evidence of your English language ability. The minimum English language requirement for entry to this programme is IELTS 6.0 (or equivalent) with no score lower than 5.5 except for writing which must be at 6.0 minimum.
Entry 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. English language requirements If your first language is not English, we'll need to see evidence of your English language ability. The minimum English language requirement for entry to this programme is IELTS 6.0 (or equivalent) with no score lower than 5.5 except for writing which must be at 6.0 minimum. If you do not have IELTS 6.0, we offer a range of English language courses to help you meet the English language requirement for this programme prior to commencing your studies.
Fees and funding
Tuition fees
England | £12344 | Whole course |
Northern Ireland | £12344 | Whole course |
Scotland | £12344 | Whole course |
Wales | £12344 | Whole course |
International | £24176 | Whole 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
Sponsorship information
Postgraduate scholarships and bursaries We aim to encourage well-qualified, ambitious students to study with us and we offer a wide variety of scholarships and bursaries to achieve this. Over £6 million worth of opportunities are available in fee and stipend scholarships, and more than 400 students benefit from this support.
Provider information
Heriot-Watt University
Riccarton
Edinburgh
EH14 4AS