Master of Science in Digital Marketing Heriot-Watt University - Edinburgh Campus, UK

The MSc Digital Marketing will equip you with the specialist digital marketing knowledge and skills that are sought-after by employers from all markets and sectors and is designed to position you as a marketing professional with digital expertise.

Our MSc Digital Marketing provides you with the opportunity to transition to a digital marketing career by combining an accelerated introduction to marketing with a detailed consideration of digital marketing concepts and techniques. The programme has been specifically designed to meet the current and emerging demands of the growing digital economy, to ensure you are highly sought after upon graduation.   

During the master’s programme, you’ll gain knowledge that covers and integrates the main areas of marketing and digital marketing, including their features, boundaries, terminology, and conventions. You’ll gain a critical understanding of general marketing theories, principles, concepts and applications and specialist knowledge of Digital Marketing theories, concepts and principles relating to product and service marketing and consumer behaviours. You’ll develop a critical awareness of developments in research and knowledge creation within Digital Marketing and cognate disciplines of sociology, geography and psychology.  

You’ll develop research-informed learning skills through lecture activities, independent research, coursework, and the dedicated Research Methods Philosophy and Practice course which will enable you to apply critical analysis, evaluation and synthesis to problems at the forefront of digital marketing. You’ll be able to identify, conceptualise and define new and abstract problems and issues related to digital marketing and apply a range of standard and specialised instruments and techniques to mitigate such issues.   

Each course will equip you with highly employable expertise and skills across digital marketing. You’ll have the opportunity to choose three optional courses to customise your learning and develop your specific marketing interests. Your digital marketing dissertation will allow you to engage in an independent in-depth critical examination of a particular digital marketing topic, which is of interest to you.

You’ll benefit from the industry relevance of the programme, which will set you up for life after graduation. Upon completion, you’ll be able to use a significant range of professional skills, techniques, practices and materials to develop original, creative and practical responses to commercial and digital marketing problems and issues. You’ll gain the skills to deal with complex issues and make judgements in situations in the absence of complete or consistent data, as encountered in real-life commercial marketing environments. Beyond the subject-specific knowledge and skills, you’ll be given the opportunity to learn and practice transferrable skills such as presentation, communication, analytical and ICT skills.