MSc in International Marketing
Academic City, United Arab Emirates
DURATION
12 up to 24 Months
LANGUAGES
English
PACE
Full time, Part time
APPLICATION DEADLINE
Request application deadline
EARLIEST START DATE
Request the earliest start date
TUITION FEES
AED 78,750 / per year
STUDY FORMAT
On-Campus
Introduction
Overview
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, Sustainable Marketing as well as specialist marketing knowledge (Marketing Metrics).
Students can select two-course options as part of their programme - one for each semester. These include digital technology Contemporary Business Technology, Social Media Marketing, Entrepreneurship and Creativity and Business Economics. For those who wish to undertake a more detailed introduction to marketing practice, there is also an option in Marketing.
Students will also undertake as a mandatory course Research Philosophy and Practice, which will lay the necessary foundations for a successful research dissertation.
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 insights from analysis of valuable primary research.
The International Marketing MSc reflects the fact that Heriot Watt is a truly global university with campuses in the UK, Dubai and Malaysia. Our aim is to enable you to become a highly employable citizen of the world.
An MSc with industry demand
International Marketing MSc graduates have progressed to employment in brand management and communication agencies both in the UK and internationally (organisations include AIG, Capri Sun, GAP, Russell and Bromley, Lorenz Snack-World).
Employers seek the crucial blend of international marketing expertise and professional skills that this degree provides. During your studies, you will gain experience in online collaborative working, business communication formats and synthesising diverse information sources that are valued in the workplace worldwide.
The classes in this programme are shared with students from a range of MSc programmes and nationalities, providing opportunities for professional networking that will be of benefit in professional life. Students also can become involved in the Heriot-Watt Marketing Society, a student-run society which hosts speakers from industry and organises social events.
The MSc is accredited by the Chartered Institute of Marketing (CIM) within the Graduate Gateway programmes. This provides graduates with credit for prior learning upon completion of their degree or the choice of self-study for a CIM qualification during their programme of study. This would require registration on one additional CIM training course to gain a CIM certificate or two additional courses to gain a CIM diploma.
Our research: a driving force for new knowledge
The MSc International Marketing Programme Director in Dubai is Dr. Ross Curran, and the Head of the Marketing Group is Dr. Paul Hopkinson. The MSc International Marketing is part of the Marketing Group’s portfolio of programmes, which includes the MSc International Marketing with Consumer Psychology, the MSc Digital Marketing, the MSc International Business Management with Marketing, and the MSc International Fashion Marketing.
The Marketing Group is currently ranked 1st in Scotland and 4th in the UK by the National Student Satisfaction 2020 survey, highlighting how highly valued the degree programmes are.
Faculty contributing to this programme are active researchers, publishing in highly ranked international publications. The Marketing Group at Heriot-Watt University also draws upon the industry experience of group members to inform its programmes.
Accreditation
This programme is accredited by the Chartered Institute of Marketing (CIM), acknowledging that our teaching and assessment meet the rigorous standards of the CIM in terms of content, scope and learning outcomes.
As a result of this accreditation, all graduates from the International Marketing MSc gain exemption from two CIM modules: the Certificate Level Marketing module and the CIM Diploma Level Strategic Marketing module. This exemption is provided at no extra charge and reduces the cost of pursuing this prestigious professional qualification by up to £400 (approximately 2000AED). Students are also given the opportunity to attend CIM networking events where available.
Admissions
Curriculum
| Semester 1 September - December | Semester 1 January - April |
| Contemporary Consumers | Branding and Communications |
| International Strategic Marketing | Research Philosophy and Practice |
| Marketing Metrics | Sustainable Marketing |
| Choose one from a range including: | Choose one from a range including: |
| Contemporary Business Technology | Social Media Marketing |
| Marketing | Business Economics |
| Entrepreneurship and Creativity (block delivery) | - |
The MSc dissertation is then undertaken between May-August
Contemporary Consumers
Semester 1 (mandatory)
Critically evaluate the relevance of different perspectives in understanding 21st Century international consumers. Explore key managerial challenges faced in responding to consumers within international contexts.
Strategic Marketing
Semester 1 (mandatory)
Provides an understanding of theoretical and practical perspectives of international marketing management strategies, as well as examines how marketing strategies are resourced and how they create value for the business.
Marketing Logistics
Semester 1 (mandatory)
Provides an understanding on supply chain management and logistics initiatives in a global context and its relation with marketing management.
Branding and Communications
Semester 2 (mandatory)
Provides an understanding of the key principles of brand management from socio-cultural, psychological and anthropological perspectives, rather than relying on just the cognitive approach to branding. Identifies the rationale and obstacles toward adopting integrated marketing communications.
Research Philosophy and Practice
Semester 2 (mandatory)
Provides an understanding of the social science research process, as well as theory and approaches to research. Develops practical skills (i.e. quantitative and qualitative techniques) in data analysis to transform the raw data into information that guides marketing management valuations.
Career Opportunities
An MSc with industry demand
Digital Marketing MSc graduates will enter a job market with a growing choice of specialist digital marketing roles, that provide job mobility and good promotion prospects. Reports identify that, during COVID-19 lockdown, digital skills enabled many businesses to continue operating and boosted online consumption behaviour. When there is a turbulent business environment, organisations need to fill managerial roles with candidates who have advanced problem solving and critical thinking abilities – skills that masters-level study develops and test.
Heriot-Watt is a global university and classes are shared with students from a range of MSc programmes and nationalities providing opportunities for professional networking that will be of benefit in professional life. Students gain experience in online collaborative working, business presentation creation, report writing and business research techniques. Students also can become involved in the Heriot-Watt Marketing Society, a student-run society which hosts speakers from industry and organises social events.
The MSc is accredited by the Chartered Institute of Marketing (CIM) within the Graduate Gateway programmes. This provides graduates with credit for prior learning upon completion of their degree or the choice of self-study for a CIM qualification during their programme of study. This would require registration on one additional CIM training course to gain a CIM certificate or two additional courses to gain a CIM diploma.