MSc in International Marketing Management with Consumer Psychology

12 Months On Campus Masters Program

Heriot Watt University Edinburgh

Program Overview

The MSc International Marketing Management with Consumer Psychology at Heriot‑Watt is designed for anyone curious about both the what and the why behind consumer behaviour. You’ll gain a unique blend of marketing strategy and psychology, perfect for a career in global marketing, brand management, or consumer insight, learning not just to influence consumers but to truly understand them.

Curriculum Structure

This one-year programme is structured to take you from core marketing concepts to specialised consumer psychology insights:

Early Term: You start with Contemporary Consumers, International Strategic Marketing, Marketing Metrics, and Introduction to Human Factors. These modules help you understand global consumer behaviour, how to plan marketing strategies across markets, measure marketing performance, and explore how human psychology affects buying decisions.
Mid Term: Modules like Research Philosophy & Practice, Branding & Communications, and Psychology for Marketing deepen your research skills, show you how to create compelling brand stories, and teach you how to apply psychological principles to real marketing challenges.
Final Term: You complete the International Marketing with Consumer Psychology Dissertation, giving you the opportunity to explore a research topic that combines marketing strategy with consumer psychology in depth.
Optional Modules: You can tailor your learning with choices like Sustainable Marketing or Social Media Marketing, letting you focus on areas that match your career ambitions.

Focus Areas

“International Marketing Strategy; Consumer Behaviour & Psychology; Branding & Communications; Marketing Metrics; Research Methods; Human Factors”

Learning Outcomes

“You will gain the ability to analyse consumer behaviour through a psychological lens, design global marketing strategies backed by research, create engaging brand communications, carry out independent marketing psychology research, and apply theory to real-world marketing challenges.”

Professional Alignment (Accreditation)

This programme is part of the CIM Graduate Gateway, offering a direct route to professional Chartered Institute of Marketing qualifications.

Reputation (Employability / Rankings)

Heriot‑Watt’s Edinburgh Business School is ranked 1st in Scotland and 4th in the UK for Marketing, reflecting the quality and employability of its graduates.

Experiential Learning (Research, Projects, Internships etc.)

At Heriot‑Watt, you won’t just study marketing and psychology — you’ll experience them. This MSc gives you hands-on opportunities to apply what you learn in real-world scenarios, whether it’s through research, team projects, or strategic marketing exercises. You’ll also benefit from the university’s behavioural science expertise and global perspectives, helping you understand consumers in different cultural contexts.

Here’s how you’ll gain practical experience:

Independent Dissertation: Dive into a research project that combines marketing strategy with consumer psychology, letting you explore a topic that truly interests you.
Group Strategy Projects: Work in teams on modules like International Strategic Marketing, Branding & Communications, and Psychology for Marketing, creating real marketing strategies and applying psychological insights.
Research Skills: Learn how to design and conduct research effectively in Research Philosophy & Practice, combining marketing analytics with consumer behaviour analysis.
Human Factors Insight: The Introduction to Human Factors module helps you see how psychological and physical factors shape consumer decisions — a practical skill for any marketer.
Customisable Modules: Optional modules such as Sustainable Marketing or Social Media Marketing let you focus on areas that match your interests and career goals.
Behavioural Science Support: Access expertise through the Centre for Applied Behavioural Sciences (CABS), supporting your research and practical projects.
Global Exposure: Through the Go Global programme, you can study at another campus, gaining valuable cross-cultural marketing and consumer psychology experience.

Progression & Future Opportunities

Completing the MSc International Marketing Management with Consumer Psychology opens doors to exciting and impactful careers. Many graduates go on to roles such as Consumer Insights Specialist, Brand Strategist, International Marketing Consultant, or Behavioural Research Analyst, combining marketing expertise with an understanding of consumer psychology. With the skills and confidence you gain, you’ll be ready to make meaningful contributions in global brands, consultancies, or market research firms.

Here’s how Heriot‑Watt helps you get there:

Tailored Career Support: The Careers & Graduate Futures Service provides one-to-one guidance, workshops, and networking opportunities to help you secure your ideal role.
Strong Employability: Heriot‑Watt is consistently ranked 1st in Scotland and among the top in the UK for postgraduate employability, reflecting the practical, industry-focused training you receive.
Professional Recognition: The programme is part of the CIM Graduate Gateway, giving you a pathway to professional marketing qualifications recognised by employers worldwide.
Industry Connections: Access a global network of alumni and corporate partners, offering opportunities for mentorship, placements, and collaborations.
Research and Strategic Skills: Your dissertation and research training equip you to tackle real-world marketing challenges with data-driven insights and strategic thinking.

Further Academic Progression:
After this MSc, you could pursue a PhD in Marketing, Consumer Psychology, or Business Research, building on your dissertation work. Alternatively, you might continue with professional development through CIM qualifications or explore advanced studies in areas such as behavioural economics, data analytics, or strategic innovation.