Intercultural Business Communication and Marketing Management BA (Hons)



Learn about the fascinating role of culture in effective business communication combined with the study of Marketing.

Overview

Crafting connections across cultures

Being able to communicate effectively and appropriately with people from diverse cultural backgrounds is a vital skill in an increasingly interconnected world, particularly in the area of Marketing.  

Our innovative Intercultural Business Communication and Marketing Management degree is unique in the country and offers you the opportunity to develop a desirable skillset applied to a specific sector.  You will gain a deep understanding of culture and its role in business communications and interactions, from team meetings, to negotiations, to marketing campaigns.  Intercultural Business Communication combines the study of ‘cultures’ (national, regional, local, ethnic, religious, gender, organisational, vocational) and different forms of communication with the development of your own intercultural skills, including self-awareness, openness, curiosity, adaptability, and respect for others. You will apply this understanding of culture and intercultural communication to different areas of Marketing Management, including social media marketing, digital analytics, consumer behaviour, branding and effective market research. 

 

Why Study with Us

  1. Our programmes are unique. We offer the only undergraduate programmes in Intercultural Business Communication in Scotland, and the only joint honours IBC and Marketing Management programme in the UK.

  2. As a diverse, multicultural city, attracting thousands of international students, business travellers, and tourists, Edinburgh is the perfect location to study Intercultural Business Communication. 

  3. We are the #1 modern university in Scotland (THE World University Rankings 2023) and the #1 university in Edinburgh for student satisfaction (National Student Survey 2020-2023.

 

 

People talking at a conference, whilst standing in two rows opposite each other

Mode of Study:

Full-time

Duration:

4 years

Start date:

Sep

UCAS code:

N801

Course details


Choose a joint degree in Intercultural Business Communication and Marketing Management, and immerse yourself in a balanced curriculum, dedicating equal time to both subjects while learning under the guidance of academic and industry experts.

In your first two years you will gain a solid understanding of core concepts and approaches in both Intercultural Business Communication and Marketing Management, and you will apply these to a wide range of ‘real world’ case studies and scenarios. This will prepare you for year 3, when you will have the opportunity to study abroad or take up a work placement in the UK.  Both offer exciting opportunities to apply and enhance your grasp of intercultural business communication and marketing management.  You will also acquire intercultural skills by living and studying abroad or working with new colleagues and clients in a relevant sector.  These experiences, whether work-based or through study abroad, are highly valued by employers.  In your final year, you will specialise in areas of particular interest by undertaking your own research projects, including a dissertation.  

 

 

  • calendar

    How you’ll be taught

     Your learning experience will be supported by: lectures, tutorials, workshops, visits to design agencies.
  • note and pen

    Assessments

     A variety of essays, reports, presentations, class tests, exams, and a dissertation written in your final year. 
  • briefcase

    Work placement

     Optional supervised work placement, giving you the opportunity to gain practical experience in the Marketing sector while also developing your intercultural skills.
  • study abroad

    Study abroad

     Taking the opportunity to study abroad within a network of partner institutions provides you with a range of benefits and transferrable skills, including intercultural skills.
  • library

    Facilities

     This course is taught at our Craiglockhart campus. 

Popular modules

Year 1 

Introduction to Intercultural Business Communication 

Intercultural Organisational Management 

World History: International Contexts   

Marketing 1 

Consumer Behaviour 

Academic Skills for Business Management  

 

Year 2 

Intercultural Communication for the Global Workplace 

Exploring Culture 

European History & Politics for the 21st Century 

Market Research in Practice 

Marketing Communication Tools  

Social Media Marketing 

 

Year 3 

Migration, Mobilities and Intercultural Competence  

International Marketing  

Brand Management  

Work Placement OR Study Abroad OR Live Project + Option 

 

Year 4 

Communication in International Management 

Cultural Studies: Working Lives 

Digital Marketing Analytics 

Marketing Management in Practice 

Dissertation 

Disclaimer

Study modules mentioned above are indicative only. Some changes may occur between now and the time that you study.

Full information is available in our disclaimer.

Entry requirements

Our entry requirements for UK and international applicants are shown on the course page at napier.ac.uk.  Typically, we ask for a minimum of 4 Scottish Highers or equivalent at BBBC. 

Minimum year 1

SQA Higher

Standard Entry Requirement

BBBC

Minimum Offer Entry Requirement

BCCC

You may be given an adjusted offer of entry if you meet our specified minimum entry requirements within our widening participation criteria, and outlined in our Contextual Admissions Policy. Click here for further information about our entry requirements and admissions policies.

A Level

BCC

Irish Leaving Certificate

H2, H3, H3, H3

BTEC (QCF) Extended Diploma Level 3

Minimum grades MMM (Merit, Merit, Merit).

BTEC (QCF) National Diploma Level 3

Minimum grades D*D

BTEC (QCF) National Diploma Level 3 plus A Level

Minimum grades MM (Merit, Merit).

A Level grade B

T level

Pass, with grade C or above in the core component.

International Baccalaureate Diploma

Award of Diploma with 27 points overall with three HL subjects at grades 6, 5, 4 

Scottish HNC

Other HNC subjects may be considered for year 1 entry where a C in the graded unit is achieved.

Minimum year 2

HNC

Pass HNC in Marketing or Business with grade B at SCQF Level 7 in the graded unit.

SQA Advanced Higher

BBC

A Level

BBB

English language requirements

As all learning, teaching and assessment activities are conducted in English, if your first language is not English you must have a minimum IELTS score of 6.5 with all four elements having a score of at least 6.0

 
We welcome applications from students studying a wide range of international qualifications.
Entry requirements by country

Please note that international students are unable to enrol onto the following courses:
  • BM Midwifery/MM Midwifery
  • All Graduate Apprenticeship courses.

See who can apply for more information on Graduate Apprenticeship courses.

We’re committed to admitting students who have the potential to succeed and benefit from our programmes of study. 

Our admissions policies will help you understand our admissions procedures, and how we use the information you provide us in your application to inform the decisions we make.

Undergraduate admissions policies
Postgraduate admissions policies

Fees & funding

The course fees you'll pay and the funding available to you will depend on a number of factors including your nationality, location, personal circumstances and the course you are studying. We also have a number of bursaries and scholarships available to our students.

Tuition fees
Students from 2023/24 2024/25
Scotland £1,820 £1,820
England, Wales, Northern Ireland, and Republic of Ireland £9,250 £9,250
Overseas and EU £15,160 £16,680
Students from England, Wales, Northern Ireland, and Republic of Ireland will be invoiced the tuition fees for 3 years of their 4 years of study. The University offers a range of attractive Tuition Fee bursaries to students resident in specific countries. More information on these can be found here.
Please note tuition fees are subject to an annual review and may increase from one year to the next. For more information on this and other Tuition Fee matters please see Frequently Asked Questions about Fees Click this link for Information of Bursaries and Scholarships
If additional compulsory costs other than the tuition fees are applicable, these will be detailed in the course details.
Please note that the tuition fees liable to be paid by EU nationals commencing their studies from 1 August 2021 will be the Overseas fee rate. The University offers a range of attractive Tuition Fee bursaries to students resident in specific countries. More information on these can be found here.


Careers

Students outside Craiglockhart

What can you do with a degree in Intercultural Business Communication and Marketing Management?

By studying Intercultural Business Communication and Marketing Management at Edinburgh Napier University, you will become an expert in culture and how this relates to and impacts on business communication in international, national and local contexts. As well as understanding the role of ‘national’ cultures and cultural differences in business interactions, you will learn how, for example, religion and gender shape communication, which is useful for working within a range of sectors, including Marketing.  You will develop your own intercultural awareness and competence, becoming an effective team player with strong communication and problem solving skills. You will likely go on to work in the public, private and international business sectors, within roles such as marketing management, market research, digital and social media marketing, communications, intercultural training and education, international relations, human resource management, and travel and tourism.

What does a communications officer do?

As a communications officer, you will create, tailor and deliver messages on behalf of an organisation, managing internal or external communication to maintain brand reputation. You may deal with the media, draft press releases and also manage social media and digital accounts, such as the website. You will keep information flowing smoothly inside and outside of the business, dealing with strategy and tactics, as well as carrying out hands-on activities. Working in this role will mean you have excellent communication, leadership and problem-solving skills, with strong digital and writing abilities.

Daily tasks and responsibilities within this role include:

  • Scan the news for press clippings relating to the business
  • Create and schedule social media posts and content
  • Draft press releases for the media
  • Prepare presentations for stakeholders
  • Plan and manage projects
  • Monitor and analyse social media metrics and campaign metrics
  • Crisis management

 

International student ambassadors smiling at the camera