MA (Hons) Marketing

The Chartered Institute of Marketing (CIM) accredited MA (Hons) Marketing degree at Heriot-Watt University’s Edinburgh Business School is designed to equip you with the knowledge and skills that you’ll need to thrive in both academic study and professional practice in the exciting and dynamic field of marketing.

Your learning will focus on three central themes that we believe will be key for future marketing professionals: 
•    Global marketing
•    Digital marketing 
•    Sustainable marketing

The programme is led by our internationally respected faculty, known to bring marketing theory to life by drawing on their own research and industry experience, while also sharing best practice from business case studies. This approach ensures that everything learnt reflects the current marketing landscape in both business-to-consumer and business-to-business marketing contexts.

In Year 1, applicants will study courses from Edinburgh Business School’s common first year and gain an understanding of important areas of modern business, including Management, Accounting and Finance, and Economics and Marketing. 

As studies progress through Years 2, 3 and 4, students may pursue an increasing number of specialist marketing courses.

We also have an accelerated, three-year MA Marketing degree, suitable for A-Level students.
 

Leading academics from Edinburgh Business School have worked with business leaders to craft six exciting new marketing courses, aligning with the Chartered Institute of Marketing to ensure optimal learning.

This course teaches strategic marketing techniques for a global context. Students will learn how to conduct competitor analysis, market segmentation, forecasting, and product portfolio analysis.

This course will teach students to conduct and analyse market research, and gain useful insights for specific business situations.They will explore the processes and methods of data collection and understand the techniques and applications used to analyse data and gain insights.

Students will assess the tensions and complexities in marketing and consumer behaviour, and examine the current debates around the benefits, harms and unintentional consequences of marketing and consumer actions today, with a core focus on sustainability.

Students will explore the theory of brands and branding and assess how branding theories are applied in marketing strategies and learn thestrategic approach to branding. 

Students will learn to assess and identify emerging global market trends and utilise a toolkit of marketing theory and principles to scrutinise these trends.

As part of this course, students will examine how digital analytics inform search engine marketing strategy and website design. Understanding how analytics tools work and their application to monitor marketing performance will be reviewed 

As part of this degree, students will spend time working in the marketing industry and put their knowledge into practice to gain further understanding beneficial to their careers.

MA Marketing is part of the CIM Graduate Gateway Programme. This degree was developed in line with the CIM professional award criteria and upon completion students will gain a professional CIM accreditation. Students can choose to study for the Certificate and/or Diploma in Professional Marketing or Professional Digital Marketing alongside their degree, and study for five years after graduating.