MSc Digital Marketing with Advanced Practice

Heriot-Watt University

The MSc Digital Marketing with Advanced Practice 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.

This programme is centred on employability and professional career readiness. If the first year is completed at an appropriate level, you'll progress to year two. The second year allows you to embark on a year-long company placement which will help you to develop and reflect on your learning in a workplace setting. As part of the placement, you will have the opportunity to apply your knowledge in practice and gain real-world digital marketing experience. During the masters programme, youll gain knowledge that covers and integrates the main areas of marketing and digital marketing, including their features, boundaries, terminology, and conventions. Youll 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. Youll develop a critical awareness of developments in research and knowledge creation within Digital Marketing and cognate disciplines of sociology, geography and psychology.

Youll 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. Youll 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. Youll have the opportunity to choose optional courses such as digital marketing analytics, social media marketing, psychology for marketing, e-commerce technology and others, to customise your learning and develop your specific marketing interests. As part of the digital marketing dissertation course, you will undertake a company project which will allow you to engage in an independent in-depth investigation of an organisational problem in the field of digital marketing.

Youll benefit from the industry relevance of the programme, which will set you up for life after graduation. Upon completion, youll 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. Youll 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, youll be given the opportunity to learn and practice transferrable skills such as presentation, communication, analytical and ICT skills.

MSc Digital Marketing with Advanced Practice has been awarded the Chartered Institute of Marketings (CIM) Employability Programme Award. Judged by the CIM and its industry partners, the award is based on the programme evidencing eight employability capabilities within the course material expected by employers in the marketing industry today. As a result, you will have a CV that is competitive and attractive to employers.