MA (Hons) Marketing

4 Years On Campus Bachelors Program

Heriot Watt University Dubai

Program Overview

The MA (Hons) Marketing at Heriot‑Watt University Dubai equips you with the strategic, digital and data skills you need to succeed in today’s dynamic global marketing landscape. It’s ideal for creative, curious thinkers who want to understand consumer behaviour, build compelling marketing strategies, and use modern tools to drive real business impact.

Curriculum Structure

Year 1:
In your first year, you build a strong foundation in modern business essentials while beginning your journey into marketing practice. You’ll explore Management in a Global Context, Introduction to Marketing, The Economy and Critical Academic Skills, giving you core knowledge of how organisations operate and how marketing fits into broader business dynamics. You’ll also engage with modules like Sustainable Business and Technology for Business to start thinking about ethical and tech-driven aspects shaping the future of marketing.

Year 2:
As you move into Year 2, your studies become more focused on the fundamentals of contemporary marketing and business analysis. You’ll take Fundamentals of Marketing, Consumer Behaviour, and Introduction to Business Analytics, which help you understand who customers are, how they make decisions, and how data can inform effective marketing strategies. Alongside this, modules like Human Resource Management and Business Skills for the Second Machine Age develop your ability to think critically and work effectively in teams.

Year 3:
Your third year is when you start tackling specialist marketing themes that matter most to employers today. You’ll study Global Strategic Marketing, Digital Analytics in Marketing and Integrated Marketing Communications, gaining hands-on skills in planning, analysing and executing campaigns that work across global contexts and digital platforms. You’ll also explore topics like Responsible Marketing, Business Research Methods and Marketing in Practice, helping you connect theory with real marketing challenges.

Year 4:
In your final year, you bring together everything you’ve learned to think strategically and independently about marketing. You’ll complete a Marketing Dissertation and study Contemporary Issues in Marketing, Branding and Digital Marketing, allowing you to specialise and demonstrate your understanding of today’s most relevant marketing topics. Optional modules let you explore areas such as International Entrepreneurship, Leisure Marketing, or Marketing Sustainability to tailor your degree toward your career interests. Heriot-Watt University

Focus areas (in a string):
Strategic marketing, digital analytics, global marketing, consumer behaviour, integrated communications, responsible and sustainable marketing.

Learning outcomes (in a string):
Apply marketing strategy in global contexts, interpret consumer and data insights, design and communicate effective marketing plans, lead ethical and digitally informed decision-making.

Professional alignment (accreditation):
This marketing degree holds Chartered Institute of Marketing (CIM) accreditation, reflecting industry-recognised standards that enhance your professional credibility.

Reputation (employability rankings):
Heriot-Watt University Dubai is part of a global institution highly regarded for teaching excellence and industry connections, consistently earning top student satisfaction and employability outcomes.

Experiential Learning (Research, Projects, Internships etc.)

At Heriot-Watt University Dubai, psychology is taught as a hands-on, evidence-based discipline, not just a set of theories. From your first year, you’ll actively take part in research-led learning, practical investigations, and collaborative projects that help you understand how psychology works in real life. The programme is designed to build your confidence as a researcher and communicator, using modern facilities and structured research training to prepare you for both professional roles and postgraduate study.

This practical approach comes to life through the following experiences:

Research-driven learning: Across all years, you gain direct experience in planning studies, collecting data, and interpreting results, culminating in an independent final-year research project where you investigate a topic of personal interest.
Research methods training: Dedicated research methods modules progressively develop your skills in experimental design, quantitative analysis, and psychological reporting, helping you think and work like a professional psychologist.
Collaborative group work: Many assessments involve teamwork, presentations, and shared analysis tasks, allowing you to develop communication, leadership, and problem-solving skills in a supportive academic environment.
Specialist learning spaces: You study in modern teaching and research-enabled classrooms on the Dubai campus, designed to support interactive discussion, data analysis activities, and applied psychological learning.
Applied psychology in context: Modules in areas such as health, biological, forensic, and social psychology regularly connect theory to real-world scenarios, encouraging you to see how psychology informs everyday decisions, organisations, and wellbeing.
Academic support and resources: You have access to extensive digital library resources, academic skills support, and research guidance to help you succeed in coursework, projects, and independent study.

Together, these experiences ensure you graduate with more than knowledge — you leave with practical research ability, analytical confidence, and transferable skills that employers and postgraduate programmes look for in psychology graduates.

Progression & Future Opportunities

Graduates of the MA (Hons) Marketing at Heriot-Watt University Dubai move into roles where strategic thinking, digital insight, and global awareness are essential. Typical career paths include Marketing Executive, Digital Marketing Specialist, Brand or Product Executive, and Market Research Analyst, with opportunities across sectors such as technology, retail, consulting, finance, and hospitality:

Dedicated careers support: You benefit from on-campus employability services that provide one-to-one career guidance, CV and interview coaching, employer talks, and recruitment events tailored to business and marketing students.
Graduate outcomes: Heriot-Watt graduates are known for strong progression into professional roles or further study, supported by a curriculum that blends academic depth with applied marketing skills.
University–industry engagement: Industry input is embedded through guest speakers, applied projects within modules, and employer-facing assessments that reflect current marketing practice.
Professional recognition: The programme’s Chartered Institute of Marketing (CIM) accreditation adds long-term value to your degree, helping your profile stand out with employers worldwide.
Global employability: As a graduate of a UK degree delivered in Dubai, you gain international exposure and a qualification respected across global job markets.

Further Academic Progression:
After completing the MA (Hons) Marketing, you can progress to postgraduate study such as an MSc Marketing, MSc International Business, MSc Digital Marketing, or related business and management programmes at Heriot-Watt University in Dubai or the UK. These pathways allow you to specialise further, move into senior or strategic roles, or prepare for careers in consultancy, analytics, or research.