Taught course

International Marketing

Heriot-Watt University · Edinburgh Business School

Entry requirements

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

English language requirements

If your first language is not English, or your first degree was not taught in English, we'll need to see evidence of your English language ability.

The minimum English language requirement for entry to this programme is IELTS 6.5 (or equivalent) with no component lower than 6.0.

If you do not have IELTS 6.5, we offer a range of English language courses to help you meet the English language requirement for this programme prior to commencing your studies:

  • 20 weeks English (for IELTS of 5.0 with no skill lower than 4.5)
  • 14 weeks English (for IELTS of 5.0 with minimum of 5.0 in writing and no skill lower than 4.5)
  • 10 weeks English (for IELTS of 5.5 with no skill lower than 5.0)
  • 6 weeks English (for IELTS 5.5 with no skill lower than 5.5)

Months of entry


Course content

The MSc in International Marketing provides detailed knowledge of contemporary marketing concepts coupled with the scope for specialisation.

There are eight taught courses, divided equally over two semesters, followed by an international marketing dissertation in semester 3. Part-time students register for two courses per semester and progress to the dissertation at the end of their second year. Assessment is specifically designed to develop professional career readiness and includes several collaborative projects with industry partners.

Mandatory courses deliver core international marketing concepts (International Strategic Marketing, Contemporary Consumer Behaviour, Branding and Communications, Research Philosophy and Practice) as well as specialist marketing knowledge (Marketing Metrics, Sustainable Marketing).

Students can select two course options as business related specialisms - one for each semester. These include digital technology (Strategic Innovation Management, Contemporary Business Technology, Social Media Marketing), business performance (Project Management, Measuring and Managing Performance) and the contextualisation of marketing (Issues and Trends in Tourism, Entrepreneurship Creativity, Legal Context of Marketing). For those who wish an more detailed introduction to marketing practice, there is also an option in Marketing.

In Semester 3 the International Marketing dissertation is the capstone course where students “deep-dive” into their chosen area of research. Students will demonstrate their mastery of the subject area by developing new insight from analysis of valuable primary research.

The International Marketing MSc reflects the fact that Heriot Watt is a truly global university with campuses in Dubai and Malaysia. Our aim is to enable you to become a highly employable citizen of the world.

Fees and funding

See University website

Qualification, course duration and attendance options

  • PGDip
    part time
    21 months
    • Campus-based learningis available for this qualification
    full time
    9 months
    • Campus-based learningis available for this qualification
  • MSc
    part time
    24 months
    • Campus-based learningis available for this qualification
    full time
    12 months
    • Campus-based learningis available for this qualification

Course contact details

Admissions Office