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 expe
DurationThe 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, and 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.
Underpinned by academic research, 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.
Our faculty are actively engaged in related research and industry. Professor Paul Hopkinson, associate head of Edinburgh Business School for Heriot-Watt University Dubai; academic lead for Heriot-Watt Online highlights the importance of digital in the post-Covid world in this article Re-connecting with consumers in a post-Covid world.
Specialist mandatory courses
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.
Accreditation
The MSc is accredited by the Chartered Institute of Marketing (CIM) and is a CIM accredited degree. This provides graduates 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 of one additional CIM training course to gain a CIM certificate or two additional courses to gain a CIM diploma.
Entry requirements
Our normal entry criteria are listed below. However, please note that the final decision remains at the discretion of the course director after evaluating scores of individual relevant subjects.
A good honours degree (first or second class), or its non-UK equivalent, in a related subject.
Applicants with relevant education and work experience may also be considered.
If your first language is not English, or your first degree was not taught in English, we’ll need to see evidence of your English language ability.
The minimum English language requirement for entry to this programme is IELTS 6.5 (or equivalent) with no component lower than 6.0.
English language requirements
Where English was not the medium of instruction at secondary school, applicants must demonstrate English language proficiency equivalent to IELTS 6.5 (with all elements passed at 6.0 or above). Applicants who have completed secondary and tertiary education will need to provide documentary evidence. A minimum of one year full-time study in English will be required.
Heriot-Watt University Dubai offers an extensive range of research-informed degree programmes in a global study environment, with strong links to business and industry.
We were founded in 1821 as the world's first mechanics institute. In 1966 we were granted University status by Royal Charter.
Heriot-Watt University Dubai Campus is a satellite campus of Heriot-Watt University based in Dubai, United Arab Emirates. Established in 2005, it was one of the first campus of an overseas university to open in Dubai International Academic City. After 180 years' provision of world-renowned education in the UK, Heriot-Watt was invited to Dubai to provide specialised programmes in the fields of management, engineering, built environment, food science and fashion.
With a history dating back to 1821, we have a long tradition of excellence and a proven track record in educating, inspiring and challenging the professionals of tomorrow. We are one of the top UK universities for business and industry and have an established reputation for world-class teaching and practical, leading-edge research.
We have been consistently ranked among the top providers' of higher education across a number of key university ratings and rankings. From our research performance to student satisfaction, graduate employability and the quality of our teaching, Heriot-Watt University Dubai Campus' status as one of the world-class university has been confirmed by several independent bodies.
New Dubai Campus
In 2019, Heriot-Watt signed a 10-year lease for a brand-new 218,000 sq. ft campus in Dubai Knowledge Park, thereby building on its commitment to deliver high quality education and research in Dubai. Staff and students moved to the new campus in January 2021 – the same year Heriot-Watt celebrates its founding bicentenary.
This move marks a historic milestone for the University and ensures students will enjoy the benefits of an enriched learning experience and outstanding graduate outcomes for many years to come. The move is a key part of delivering Heriot-Watt’s ambitious six-year strategy for the University and demonstrates our commitment to the region and growth plans for the future.
The modern campus is set to enhance further the student experience with a digitally enabled learning environment supporting the delivery of the University’s portfolio of programmes including data science, computing and AI, business, accounting and finance, psychology, architecture and design, construction and engineering. It will include a dedicated student hub, a central student services centre, enhanced library and social learning spaces, as well as a wide range of digitally enhanced classrooms, seminar rooms, studios, and laboratories. The University’s in-house recording studios will also allow the creation of digital materials for a more engaging and interactive learning experience.
Dubai Knowledge Park is adjacent to Dubai Media City and Dubai Internet City, and holds more than 500 businesses and has established itself as a centre of excellence for higher education and professional development. The new business and enterprise locale will generate increased opportunities for students to engage directly with business and industry, providing graduates with unique learning experiences.
Our accolades
Since its establishment, Heriot-Watt University Dubai has won several laurels. In 2019, it was named one of Dubai's top universities and awarded five stars in the first ever quality rankings undertaken by the Knowledge and Human Development Authority (KHDA), the supreme educational quality assurance and regulatory authority of the Government of Dubai. The rating system, developed in conjunction with QS, evaluates universities on eight quality indicators: Teaching, Employability, Research, Internationalisation, Facilities, Overall Programme Strength, Well-being, Social Responsibility and Inclusiveness. Heriot-Watt University was one of just three Universities to be awarded five stars.
In the same year, the campus was crowned the 'Best University' at the first ever Forbes Middle East Higher Education Awards. Held in Dubai, the awards recognise and celebrate the region's finest higher education institutes based on votes from students, teachers and the businesses that work with them.
Burj Khalifa light show
Heriot-Watt University became one of the first University in the UAE to light up the world's tallest building – the Burj Khalifa – in a historical celebration on 26 November 2019. The celebration was in support of the many milestones the Dubai campus had achieved: Heriot-Watt University was awarded five stars by the KHDA, it was also crowned the 'Best University' at the first ever Forbes Middle East Higher Education Awards and it announced its move to a new campus.
At exactly 8.23 pm, the Burj Khalifa was lit up with imagery that reinforced Heriot-Watt's position as a world-class Institution as well as showcasing its achievements. A one-minute-long film featuring James Watt, highlighted the University's two biggest accolades this year, namely the awards from KHDA and Forbes Middle East.
It celebrated the Dubai campus' distinguished academic record in subjects including engineering, business, construction, design and computer science and the heritage of Heriot-Watt since its inception in 1821. At over 828 metres (2,716.5 feet) and more than 160 storeys, the Burj Khalifa is an iconic skyscraper gracing the skyline of Dubai and one of the best-known symbols of modern UAE.
Top quality British education
We pioneered British education in Dubai, with highly acclaimed degree programmes that meet the specific demands of local business and industry. With strong links to industry and business, we pride ourselves on developing and educating future leaders, managers and innovators. With many of our programmes recognised by the relevant professional associations and institutes, a Heriot-Watt University degree is professionally valued.
Our degrees are also accredited and approved by Royal Charter in the UK. Our programmes include the option to transfer and undertake part of your degree at our home campus in Scotland. Heriot-Watt graduates are highly sought after by employers worldwide, and our 77,000 alumni working in key positions around the globe are testament to our success.
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