COURSE CURRICULUM

The MSc Digital Marketing program at Heriot-Watt University provides a comprehensive foundation in both traditional and digital marketing, preparing students for careers in a fast-evolving industry. In the September semester, students engage with mandatory courses in contemporary consumer behaviour, digital customer experience, and international strategic marketing, building a critical understanding of how marketing strategies are shaped by consumer insights and global trends. Optional courses such as strategic innovation management, databases and information systems, and management consultancy allow students to tailor their learning to specific interests and career goals. The January semester continues with mandatory courses in research philosophy and practice, branding and communications, and digital marketing analytics, equipping students with the analytical, strategic, and practical skills required to navigate the digital marketing landscape. Additional optional modules, including social media marketing, psychology for marketing, and e-commerce technology, enable further specialisation and application of knowledge. The program culminates in a digital marketing dissertation in May, where students conduct an in-depth investigation of a chosen topic, applying research and analytical skills to address real-world marketing challenges. Throughout the course, students develop transferable skills in communication, critical thinking, and ICT, ensuring they are well-prepared for professional roles in marketing, digital strategy, and related industries, while meeting the current demands of the digital economy.