You’ll develop organisational and business skills as well as an understanding of strategic marketing, brand management theories, intercultural communication and the ability to develop marketing plans.
You’ll gain transferable skills such as formulating policy and project management, research, time management and presentation methods.
You’ll learn alongside other international students and be taught in English, so you don’t need to speak French to apply. Your third trimester can be based in Edinburgh or Nice and there may be further opportunities to gain work experience in Nice, as IPAG offer internships.
This is a one year full-time course starting in September and is split up into three trimesters. You’ll learn by a variety of teaching methods including lectures, tutorials and independent study.
- Principles and Practice of Marketing
- Tourism Concepts and Issues
- Intercultural Business Communication
- Strategic Brand Management
- Global Marketing
- Research Methods
Plus one module from
- Case Studies in International Tourism
- International Festival and Event Management
Study modules mentioned above are indicative only. Some changes may occur between now and the time that you study.
Full information on this is available in our disclaimer.
This course will give you excellent career prospects in marketing including at management level.
The experience of studying marketing abroad and specialising in tourism and events can open up many more marketing career options to you around the world.
Our entry requirements indicate the minimum qualifications with which we normally accept students. Competition for places varies from year to year and you aren't guaranteed a place if you meet the minimum qualifications.
If your qualifications aren't listed above, visit our country pages to get entry requirements for your country.
Please note that non-EU international students are unable to enrol onto the following courses:
BN Nursing/MN Nursing (Adult, Child, Mental Health or Learning Disability)
BM Midwifery/MM Midwifery
We are committed to being as accessible as possible to anyone who wants to achieve higher education.
Our admissions policies will help you understand our admissions procedures and how decisions are made.
The entry requirement for this course is a Bachelor (Honours) Degree at a 2:2 or above. We look for applicants to have a background in any discipline in order to be eligible for the programme.
We may also consider lesser qualifications if you have sufficient relevant work experience within the industry.
English language requirements
If your first language isn't English, you'll normally need to undertake an approved English language test and our minimum English language requirements will apply.
This may not apply if you have completed all your school qualifications in English, or your undergraduate degree was taught and examined in English (within two years of starting your postgraduate course). Check our country pages to find out if this applies to you.
Modules that you will study as part of this course*
* These are indicative only and reflect the course structure in the current academic year. Some changes may occur between now and the time that you study.
Case Studies in International Tourism
• International Cultural comparison
• Case Study method and comparative research methodologies
• Tourism and Development
• Tourism planning and policy
• Urban and Rural tourism systems;
• Competitiveness and responsible tourism development;
• Ethical issues in international tourism
• Cross-cultural behaviour in tourism
• Global issues and value analysis.
* Introduction to Global Marketing - A Strategic Perspective
* The Strategic Marketing Process and Global Marketing Challenges
* The Global Trading Environment
* The Social and Cultural Diversity and Complexity of Globalisation
* Global Market Research and Opportunity Analysis
* Globalisation and Market Entry Strategies
* Global Product and Service Marketing
* Global Channels of Communication
* Pricing for Global Markets
* The Management of Global Distribution and Logistics
* Global / International Niche Strategies for Small and Medium Size (SME) Organisations
* Sustaining Competitive Advantage in a Global Environment
Intercultural Business Communication
This module will provide you with a thorough understanding of specific theories of culture and communication, cultural systems and dimensions offered by major intercultural researchers and the critiques they have received in order to contribute to a more widening debate of intercultural theory and research. Taught sessions will address the notions of culture and intercultural business communication, and theoretical frameworks about cultural systems, cultural complexity and acculturation. There is also one session devoted to an intercultural workshop that helps you rehearse, through practical activities, the input from the previous taught sessions
International Festival and Event Management
This module critically engages the students allowing them to consider both the socio-cultural role and economic impacts of international festivals and events, for organisations, policy makers, regions or localities. The module will cover a range of festivals and events within an international context. Major multi-arts, sporting and religious events such as the Edinburgh Festival, Commonwealth Games or Mela's to small localised festivals and one-off events will be critically explored and the audiences for each type of event examined and evaluated. How some festivals and events, not aimed at tourists, have become tourist attractions in recent years will also be explored and challenged . Consideration will also be given to current issues and trends in festivals and events appraising the likely future demand and development of festivals and events worldwide
Principles and Practice of Marketing
The first part of the module will be explicitly based on marketing management principles and theories and focused directly on practical marketing management issues. Using this knowledge, you will work in a group and develop and present a marketing plan which will be applied in a computer-based business simulation. In the second part of the module you will have the opportunity to apply your proposed marketing plan and run a company in the virtual environment. In the end of the module, you will be asked to write a report which justifies your marketing decisions, evaluates the company’s performance and presents a 3 year plan based on the company’s situation at the time the simulation closes. This module encourages all aspects of teamwork and application of marketing principles and theories
Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.
Strategic Brand Management
Develop a critical understanding of strategic brand management theory and evaluate the value of such theory to organisations. Analyse the origin of popular brands. Strategic brand management process. Establishing brand position and values. Choosing brand elements to built brand equity. The role of advertising and the Internet in brand development. The legal protection of brands. Co-branding and brand conflict. Developing brand equity measurement and management systems. Managing brands in a global context and the not for profit sector.
Tourism Concepts and Issues
Defining tourism/the tourism system
Consumer demand and behaviour
Tourism Area Life Cycle
Role of stakeholders in tourism
Impacts of tourism
Current trends and issues in tourism, hospitality and events