Marketing

Marketing is the discipline of understanding what people want and communicating how products and services can meet that need. It combines analysis of consumer behaviour with the creative craft of brand communication and the strategic thinking that connects market insight to commercial outcome. In a digital age where audiences fragment across countless channels and data about consumer behaviour is abundant but complex to interpret, skilled marketers who can think strategically and execute creatively are in consistent demand.

This four-year full-time MA (Hons) degree at Heriot-Watt University holds accreditation from the Chartered Institute of Marketing, which is a significant professional endorsement. The programme is designed to develop professional marketing skills through a curriculum built around global, digital, and sustainable marketing, reflecting the priorities that define the field today. You will study consumer behaviour, brand strategy, digital marketing, data analytics, international marketing, and the growing importance of sustainability as a driver of brand and business decisions.

The degree includes a year abroad, giving you the opportunity to study marketing in a different national context, which is genuinely valuable in a profession that increasingly operates globally.

Graduates of this CIM-accredited programme are well placed for careers in brand management, digital marketing, market research, advertising, content strategy, marketing analytics, public relations, and international marketing roles. The professional accreditation means the degree is recognised by employers as meeting the standards of the marketing profession. Many graduates also proceed to CIM professional qualifications, deepening their formal credentials alongside their career development.

Postgraduate study in marketing, business, or digital communications is also a natural continuation. Heriot-Watt's strong connections with Scottish and international business provide useful professional networks from the start of your career.