MSc International Marketing

12 Months On Campus Masters Program

Heriot Watt University Edinburgh

Program Overview

The MSc International Marketing Management at Heriot‑Watt equips you to think globally and act strategically, giving you the tools to succeed in international marketing and business development. It’s ideal for anyone aiming to work with global brands, lead market research projects, or drive strategy in multinational companies, blending practical skills with a strong understanding of global consumer behaviour.

Curriculum Structure

This one-year (full-time) programme takes you from core marketing principles to advanced strategic insights and independent research:

Early Term: You’ll start with modules like Contemporary Consumers, International Strategic Marketing, and Marketing Metrics, helping you understand how consumer behaviour varies around the world, how to design effective global strategies, and how to measure marketing success.
Mid Term: Next, modules such as Research Philosophy and Practice, Branding and Communications, and Sustainable Marketing teach you how to carry out research, build strong and meaningful brands, and embed sustainability into marketing decisions.
Final Stage: You finish the programme with a dissertation, allowing you to explore a topic you’re passionate about in international marketing. Alongside this, you can pick two optional modules, such as Strategic Innovation Management, Social Media Marketing, or Managing Diversity in Business, to tailor your learning to your career ambitions.

Focus Areas

“Global marketing strategy; consumer insights; marketing metrics; brand communications; sustainability; marketing research; innovation”

Learning Outcomes

“You will gain the ability to analyse international consumer behaviour, design data-driven global marketing strategies, communicate brand value effectively, conduct independent marketing research, and apply sustainable marketing principles in real-world contexts.”

Professional Alignment (Accreditation)

The MSc is CIM-accredited via the Graduate Gateway, helping you fast-track professional marketing qualifications and boosting your credibility in the industry.

Reputation (Employability / Rankings)

Heriot‑Watt is 1st in Scotland and 4th in the UK for Marketing according to its Business School rankings.
Graduates are highly employable, with around 84% securing high-skilled roles within 15 months of finishing their degree.

Experiential Learning (Research, Projects, Internships etc.)

The MSc International Marketing Management at Heriot‑Watt is designed to give you practical, hands-on experience that goes far beyond the classroom. You’ll work on real marketing challenges, collaborate with peers on projects, and carry out your own research — all while taking advantage of modern facilities and expert support to help you develop skills that employers value globally.

Here’s how you’ll gain practical experience during your degree:

Independent Dissertation Project: Dive deep into a marketing topic that excites you with your own research project, applying the methods and strategies you’ve learned to produce a professional portfolio.
Collaborative Group Work: Modules like International Strategic Marketing and Branding & Communications give you real-world experience working in teams, analysing case studies, and presenting marketing strategies.
Optional Practical Electives: Electives such as Social Media Marketing or Strategic Innovation Management let you develop hands-on skills in modern marketing tools and techniques.
Industry Placement Support: While not compulsory, Heriot‑Watt offers guidance and opportunities to secure placements with employers, giving you a taste of the professional world.
Global Exposure: Through the Go Global programme, you can study abroad or at one of Heriot‑Watt’s other campuses, gaining international insight into marketing practices.
Sustainable Marketing Practice: The Sustainable Marketing module teaches you how to make marketing decisions that are ethical and responsible, preparing you to lead with impact in global markets.

Progression & Future Opportunities

Graduating with an MSc International Marketing Management from Heriot‑Watt opens doors to a range of exciting global careers. Many students move into roles such as Global Brand Manager, Market Research Analyst, International Marketing Consultant, or Digital Strategy Specialist, applying the strategic, data-driven, and ethical marketing skills they’ve developed during the programme.

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

Dedicated Career Support: The Careers & Graduate Futures Service provides one-to-one guidance on CVs, interviews, and assessment centres, while the GRADfutures platform connects you with internships and graduate jobs.
Strong Employability Outcomes: Around 93% of Heriot‑Watt graduates are in employment or further study within 15 months of completing their degree.
Professional Accreditation: This MSc is part of the CIM Graduate Gateway, giving you credit toward professional Chartered Institute of Marketing qualifications and strengthening your long-term career prospects.
Global Industry Connections: Through Heriot‑Watt’s Go Global programme and international network, you gain exposure to multinational business practices and can build valuable global contacts.
Highly Recognised Business School: The Edinburgh Business School ranks 1st in Scotland and 4th in the UK for Marketing, giving your degree extra credibility with employers worldwide.

Further Academic Progression:
If you choose to continue your studies, you could pursue a PhD in Marketing or Business Studies, building on your dissertation work. Alternatively, you might explore specialist qualifications such as CIM diplomas or a master’s in related fields like business analytics or strategic innovation.