MA (Hons) in Marketing
Academic City, United Arab Emirates
DURATION
4 Years
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
Request application deadline
EARLIEST START DATE
Request the earliest start date
TUITION FEES
AED 58,800 / per year
STUDY FORMAT
On-Campus
Introduction
Overview
The Chartered Institute of Marketing (CIM) accredited MA (Hons) Marketing degree at Heriot-Watt University’s Edinburgh Business School is designed to equip you with the knowledge and skills that you’ll need to thrive in both academic study and professional practice in the exciting and dynamic field of marketing.
Your learning will focus on three central themes that we believe will be key for future marketing professionals:
- Global marketing
- Digital marketing
- Sustainable marketing
The programme is led by our internationally respected faculty, known to bring marketing theory to life by drawing on their own research and industry experience, while also sharing best practice from business case studies. This approach ensures that everything learnt reflects the current marketing landscape in both business-to-consumer and business-to-business marketing contexts.
In Year 1, applicants will study courses from Edinburgh Business School’s common first year and gain an understanding of important areas of modern business, including Management, Accounting and Finance, and Economics and Marketing.
As studies progress through Years 2, 3 and 4, students may pursue an increasing number of specialist marketing courses.
Three-year option
We also have an accelerated, three-year MA Marketing degree, suitable for A-Level students.
Specialist marketing courses
Leading academics from Edinburgh Business School have worked with business leaders to craft six exciting new marketing courses, aligning with the Chartered Institute of Marketing to ensure optimal learning.
Global Strategic Marketing
This course teaches strategic marketing techniques for a global context. Students will learn how to conduct competitor analysis, market segmentation, forecasting, and product portfolio analysis.
Marketing Insights
This course will teach students to conduct and analyse market research, and gain useful insights for specific business situations.They will explore the processes and methods of data collection and understand the techniques and applications used to analyse data and gain insights.
Responsible Marketing
Students will assess the tensions and complexities in marketing and consumer behaviour, and examine the current debates around the benefits, harms and unintentional consequences of marketing and consumer actions today, with a core focus on sustainability.
Branding
Students will explore the theory of brands and branding and assess how branding theories are applied in marketing strategies and learn the strategic approach to branding.
Future Issues in Marketing
Students will learn to assess and identify emerging global market trends and utilise a toolkit of marketing theory and principles to scrutinise these trends.
Digital Analytics for Marketing
As part of this course, students will examine how digital analytics inform search engine marketing strategy and website design. Understanding how analytics tools work and their application to monitor marketing performance will be reviewed
Marketing Project
As part of this degree, students will spend time working in the marketing industry and put their knowledge into practice to gain further understanding beneficial to their careers.
Accreditation
MA Marketing is part of the CIM Graduate Gateway Programme. This degree was developed in line with the CIM professional award criteria and upon completion students will gain a professional CIM accreditation. Students can choose to study for the Certificate and/or Diploma in Professional Marketing or Professional Digital Marketing alongside their degree, and study for five years after graduating.
Admissions
Curriculum
Course Content
In Year 1 students can learn from an established suite of courses at Edinburgh Business School’s common first year and gain an understanding into important areas of modern business, including: Management, Accounting and Finance, Economics and Marketing.
As your studies progress through Years 2, 3 and 4, you will study an increasing number of specialist marketing courses, many of which are new for 2021.
Year 1
Semester 1
- Introduction to Marketing (new for 2021)
- Management in a global context
- Introduction to Accountancy and Finance
- Introduction to Economics
Semester 2
- Discovery Business (practical project involving a real-world simulation)
- Academic Skills (innovation and problem solving)
- Professional Skills
- Elective (select from a range of courses from across the University)
Year 2
Semester 1
- Business Skills 1 (Quantitative Methods 1)
- Fundamentals of Marketing
- Human Resource Management
- Consumer Behaviour
Semester 2
- Business Skills 2
- Management Accounting in Organisations
- Operations and Supply Chain Management
- Elective choice from across the Edinburgh Business School
Year 3
Semester 1
- Global Strategic Marketing
- Digital Analytics for Marketing
- Responsible Marketing (new for 2021)
- Project Management or Marketing Insights
Semester 2
- Business Research methods
- Integrated Marketing Comms
- Marketing Project (new for 2021)
- Marketing and Consumer Law or Innovation Management
Year 4
Semester 1
- Dissertation/Project
- Future Issues in Marketing
- Leisure Marketing
- Retail Marketing or Elective from across the Edinburgh Business School degrees
Semester 2
- Dissertation/Project
- Branding
- Digital Marketing
- Marketing and Management of SMEs or Marketing Sustainability