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MSc International Marketing

Different course options

Full time | Edinburgh Campus | 1 year | 13-SEP-21

Study mode

Full time


1 year

Start date


Key information

Qualification type

MSc - Master of Science

Subject areas

International Marketing

Course type


Course Summary


MSc International Marketing from the Edinburgh Business School at Heriot-Watt University provides essential marketing knowledge and an excellent platform from which to pursue a rewarding career in marketing.

Accredited by the industry-recognised Chartered Institute of Marketing, this Programme offers comprehensive learning across key areas of international marketing. This Masters degree will refine your existing awareness of marketing processes and prepare you for the challenges of today’s global marketing environment.

This is a Specialist MSc

MSc International Marketing is a Specialist MSc programme led by academics at the Edinburgh Business School. As a Specialist MSc, this degree gives those who have worked in the field or studied a similar subject previously, the chance to expand, refine and enhance their knowledge.

This 1-year Masters programme focuses almost entirely on the area of Marketing. 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 Edinburgh Business School approach

This programme's core content will teach you how to develop strategy, grow new business, formulate brand communications, research complex business issues and satisfy consumer demands. The core courses include:

Contemporary Consumers - examines the motivations and perspectives of consumers in different international locations.
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.

Programme flexibility and specialist courses

In addition to five core courses, this Programme offers a distinctive level of flexibility. You will have the opportunity to choose up to three specialist courses from a range of options including Digital Marketing, Consumer Psychology, Sustainability, and Tourism Management. This enables you to customise your studies to meet the needs of your future career ambitions.

Over the summer months the master’s dissertation enables you to deepen your knowledge in a topic of your choosing by gathering and analysing data from companies or consumers within an international marketing setting which directly relates to your ambitions.

Previous students on our International Marketing Masters degree have conducted dissertations on topics including:

  • The impact of reviews and ratings on purchase amongst French and UK Airbnb customers
  • Perceptions of international marketers of the effectiveness of Twitter Chat for branding
  • Beats by Dr Dre - The Impact of Product Placement in Music Videos
  • Social Media in Heritage and Gastronomy in Burgos
  • International differences in online advertising trust: UK and China

Students will also achieve PgCert and PgDip awards during this course.


This module Combines conceptual, theoretical and practical approaches to the study of consumer behaviour within fashion marketing; Critically evaluate the relevance of different perspectives in understanding 21st century international consumers; Explore key managerial challenges faced in responding to consumers within international contexts.

Tuition fees

UK fees
Course fees for UK students

For this course (per year)


Average for all Postgrad courses (per year)


International fees
Course fees for non-UK/ international students

For this course (per year)


Average for all Postgrad courses (per year)


Entry requirements

Students should hold a good Honours degree (first or second class) or its non-UK equivalent in a relevant subject from a recognised British or overseas university.