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 in Digital Marketing enables students to transition to a digital marketing career by combining an accelerated introduction to marketing with a detailed consideration of digital marketing concepts and techniques.
There are eight taught courses (divided equally over two semesters) and a digital marketing dissertation in semester 3.Part-time students register for 2 courses per semester and progress to the dissertation at the end of the second year. Assessment is specifically designed to develop professional career readiness and include collaborative projects with industry partners.
There are two sets of mandatory courses. The first set provides the foundations of digital marketing (Digital Customer Experience and Digital Marketing Analytics). The second set delivers core marketing knowledge (International Strategic Marketing, Contemporary Consumer Behaviour, Branding and Communications and Research Philosophy and Practice).
You can customise your degree to match your interests or career pathway by selecting two course options, one each semester.Courses reflect digital marketing skills (social media management, database design, website development) and digital management competencies (strategy, entrepreneurship, consumer psychology, legal aspects, project management).
In Semester 3 the digital marketing dissertation is the capstone course where students ‘deep-dive’ into their chosen area of digital marketing. Students will demonstrate their mastery of the subject area by developing new insight from analysis of valuable primary research.
The MSc in Digital Marketing forms part of a suite of specialist programmes at Heriot Watt University designed to meet the demands of the growing digital economy. The ‘digital ready’ masters programmes include MSc Digital Leadership, MSc Managing Innovation, MSc Information Technology (Business), MSc Business Information Management, and MSc Business Analytics and Consultancy.
Students will learn to respond to changing customer attitudes, receive tips on making meaningful connections and be trained to be successful marketers in a rapidly changing environment. The programme also focuses on training students to use a range of digital tools that prepare them to better interact with consumers and stakeholders. Read more about what Dr. Paul Hopkinson, associate head of Edinburgh Business School for Heriot-Watt University Dubai; academic lead for Heriot-Watt Online has to say about Re-connecting with consumers in a post-Covid world.
Semester 1
Digital Customer Experience
Each online interaction between the customer and the organisation combines to form the overall digital customer experience. This course examines the components that form the basis of digital customer experience management. Upon completion students will understand the customer journey, recognise the role of customer insight, understand omni-channel marketing strategy and be aware of legal and ethical issues. The course provides knowledge that underpins Chartered Institute of Marketing accreditation.
Semester 2
Digital Marketing Analytics
Digital analytics is the collection, measurement, analysis, visualisation, and interpretation of digital data illustrating user behaviour on social media, websites, mobile sites and mobile applications. Understanding digital analytics enables marketing managers to understand how their digital activities are being accessed and used. Students will develop an understanding of the theory and foundations of digital marketing analytics and gain experience of evaluating content marketing plans. Upon completion students gain industry recognised certification, for example, Google Analytics for Beginners. The course provides knowledge that underpins Chartered Institute of Marketing accreditation.
The MSc is accredited by the Chartered Institute of Marketing (CIM) within the Graduate Gateway programmes. This provides graduate with a 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 one additional CIM training course to gain a CIM certificate or two additional courses to gain a CIM diploma.
Within the degree programme there are six mandatory courses, two options and the mandatory capstone digital marketing dissertation.
| Mandatory courses | Optional Courses (Choose one) |
|---|---|
| International Strategic Marketing | Strategic Innovation Management |
| Contemporary Consumers | Entrepreneurship and Creativity |
| Digital Customer Experience | Contemporary Business Technology |
| Databases and Information Systems |
| Mandatory courses | Optional Courses (Choose one) |
|---|---|
| Branding and Communications | The Legal Context of Marketing |
| Digital Marketing Analytics | Project Management |
| Research Philosophy and Practice | Social Media Marketing |
| Psychology for Marketing | |
| e-Commerce Technology |
Digital Customer Experience
This course explores the customer journey and teaches you to recognise the role of customer insight, understand omni-channel marketing strategy and be aware legal and ethical issues.
Digital Marketing Analytics
On this course you will develop an understanding of the theory and foundations of digital marketing analytics and gain practical experience of evaluating content marketing plans.
Social Media Marketing
This course provides understanding of theories and applications of social media marketing alongside a critical evaluation of the social, cultural and technological impact of social media technologies upon consumer behaviour and the business environment.
Databases and Information Systems
This course provides students with both practical experience and critical understanding of the processes and methodologies required for specification and construction of database and information systems and the inter-relationship between these systems.
e-Commerce Technology
On this course you will gain a critical understanding of different types of e-Commerce business and revenue models and business systems. You will also gain practical knowledge of the use web-related technologies for e-Commerce.
International Strategic Marketing
This course identifies choices in marketing strategies for local and international brands, focusing on operating a global business.
Contemporary Consumers
On this course you will learn about the conceptual, theoretical and practical approaches to studying consumer behaviour.
Branding and Communications
This course helps you to master the key principles of brand management by learning how integrated marketing communications creates a valuable brand with strong, effective messaging.
Research Philosophy and Practice
This course provides training in a range of research skills that prepares you for the dissertation project and provides the foundation for roles in market insight and business consultancy.
Strategic Innovation Management
On this course you will discuss different scenarios for innovating, and relate them to business issues and consumer/technology trends in way that deepens your understanding of the modern business context.
Entrepreneurship and Creativity
This course provides understanding of the nature and value of entrepreneurship in economies and encourages thinking about ideas including ideas development and refinement, considerations of the commercial world, creativity and innovation.
Contemporary Business Technology
This course examines the relationships between evolving and developing markets, products and technologies.
The Legal Context of Marketing
This course provides you with an in-depth and extensive knowledge of the regulatory framework governing aspects of marketing and marketing communication at a domestic and international level.
Psychology for Marketing
This course introduces foundational psychological theory and applies these approaches to different stages of the consumption process.
Project Management
This course provides an appreciation of required professional project manager knowledge and skills and develops competence in using a generic set of quantitative and qualitative project planning tools and techniques.
Dissertation Project
Over the summer the master’s dissertation enables you to deepen your knowledge of digital marketing through research into a topic of your choice. You will gather and analyse data from companies or consumers which directly relates to your ambitions and interests.
Examples of topics within this discipline are:
Twitter
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