Master of Science (Marketing)

The Edinburgh Business School MSc Marketing from Heriot-Watt University is designed for individuals wishing to gain advanced management skills and expertise.  The MSc (Marketing) is a broad-based management degree and appeals to individuals from a wide range of backgrounds.  The degree is aimed at people with experience who wish to develop themselves as effective managers.  The programme includes the opportunity for students to extend their study to meet specific career requirements by taking one of the specialist awards. The specialism provides students with a deeper understanding of the application of a specific discipline.

The programme offers general coverage of the key management disciplines – people skills, economics, marketing, accounting, finance, and project management. This capstone course in marketing develops strategic thinking and the ability to recognise and use the various tools and techniques of the other core courses to identify and solve a wide range of business problems.

Programme Objective

To understand the business environment and the influence of both consumers and micro and macro influences that shape the industry.

To understand the role of different cultures in shaping national, regional and global business practice.

To develop in graduates, both within the business curriculum and in the context of their degree programme, a range of transferable skills appropriate to employers needs.

To develop analytical and evaluative skills.


Graduates will have the skills and knowledge to seek management trainee, junior management or supervisory positions in any business establishment.

Looking beyond the nearest future, a masters degree from Edinburgh Business School is a long-term investment. MSc Marketing prepares students for careers as business managers in the field of marketing. Obtaining a masters degree in marketing from Edinburgh Business School helps our graduates stand out and take on leadership roles in marketing management, advertising, public relations, sales management and new product development.

Delivery Method

Generally the curriculums for all levels are taught over 3 terms. Modules are conducted in formal instructor-led classroom sessions where students are introduced to the course discipline. Each term will cover 3-4 modules with 56 contact hours per module. Lectures are 2-hour sessions.

Progression Pathway
Master of Science (Marketing)
Mode & Duration
Full-time: 18 mths
Part-time: 18 mths

(Typical Delivery Structure for MSc Marketing – 18 months)
3 months 3 months 3 months 3 months 3 months 3 months
Term 1
(2 modules)
Term 2
(1 module)
Term 3
(2 modules)
Term 4
(1 module)
Term 5
(2 modules)
Term 6
(1 module)
Mar / Jun / Sep / Dec
Average Teacher-Student Ratio
100% Written Examination
Core Modules:
  • 1. International Marketing
    • This module aims to expose students to what international marketing entails and also consolidates the students’ knowledge of international marketing, enabling them to not only identify and manage factors in influencing the internalisation of companies, but also to evaluate the growth of developing markets and its significance to regional trade. Students will also be able to identify and manage political and economics factors in influencing the stability of regional markets and to analyse the growing trends of emerging markets.
  • 2. Marketing Communications
    • This module aims at equipping students with the knowledge of the characteristics of each major tool in the communications mix, the basic model of the communication process, the effectiveness of each communication tool and marketing communications in the consumer and business markets. It also outlines the components of the model and what it contributes to and examines the impact of the media and personal influences on the communication process.
  • 3. Marketing Research
    • The marketing research elective gives you a solid understanding of the marketing research process as well as the practical skills to do qualitative and quantitative research. It looks in detail at data collection methods, measurement instruments, sampling procedures and data analysis techniques. The emphasis is on solving marketing problems using marketing research. Extensive case study material offers insights into the problems and practical applications of the research techniques.
  • 4. Marketing
    • This module aims to provide students with the theory of how market dynamics, business environment, consumer trends and behaviour, and the organisation’s capabilities affect its ability to deliver profitable customer propositions. Emphasis will be placed on the application of key theories, concepts and techniques to develop an in-depth understanding of a market and to develop appropriate marketing strategies.
  • 5. Consumer Behaviour
    • We buy goods and services every day: to eat, to wear, to read, to watch, to play, to travel, to exercise, to make us wealthy and perhaps wise. Consumption is so prevalent that we are often unaware of its importance in shaping our lives. This elective adopts a psychological approach to consumer behaviour and, with examples of marketing in practice, explores the complementary experience of the individual consumer and individual marketer. Understanding why people buy what they buy is crucial for effective marketing, helping managers identify appropriate people to target and design and communicate attractive offerings. Every element of the marketing plan benefits from an understanding of the customer, and with the rapid pace of change in consumer markets today this is only going to become more important.
  • Elective Modules:
  • 1. Marketing Channels
    • Channel relationships are increasingly important in creating market value and sustainable competitive advantage. This elective provides an up-to-date perspective of the relationships among marketing channels using the channel relationship model (CRM). It looks at challenges and opportunities in the external channel environment, behavioural issues that beset channel relationships (internal channel environment), co-ordinations, conflict, cooperation, the economics of exchange and the development of channel relationships, including the implication of acquiring strategic partners.
  • 2. Negotiation
    • This module aims at providing students with a better understanding of various topics such as preparation and debating in Negotiation, the concept of proposals and styles of Negotiation.
  • 3. Services Marketing
    • This module is aimed with equipping students with the knowledge and understanding of the kinds of organisations which provide services, the major changes occurring in the service sector and also the various characteristics that make services different from goods. Through this module, students would understand why service businesses need to integrate the marketing operations and human resource functions.
  • 4. Quantitative Methods
    • This module provides an overview of statistics by introducing basic ideas and concepts at a general level, before dealing with them in greater detail. In a two-pronged approach, this module caters for both those with or without statistical background.

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Tel: (65) 6252 5500

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