MSc International Marketing with Tourism and Events

Postgraduate, Full-time

International Marketing with Tourism and Events MSc



Broaden your horizons and gain valuable international experience by studying in both Edinburgh and France as part of your degree

Overview

International marketing is an increasingly important area of business as companies strive to grow globally. As well as learning basic principles of marketing, you’ll develop an appreciation of its practice in a global environment.

The MSc International Marketing with Tourism & Events route shares most of its content with the MSc International Marketing, but lets you specialise by studying modules in tourism or event management.

This course offers you the opportunity to study in two beautiful and cultured European cities – Edinburgh and Nice. You’ll be based in Edinburgh with an option to spend a trimester at the IPAG Business School in Nice, France.

This international experience will enhance your career prospects on completion of the course.

Street performance at Edinburgh Festival

Mode of Study:

Full-time (available as Part-time)

Duration:

1 years

Start date:

Sep


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Course details

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.

Modules

  • Principles and Practice of Marketing
  • Tourism Concepts and Issues 
  • Intercultural Business Communication
  • Strategic Brand Management
  • Global Marketing
  • Research Methods
  • Dissertation

Plus one module from:

  • Case Studies in International Tourism
  • International Festival and Event Management

  • calendar How you’ll be taught

    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.

  • study abroad Study abroad Your third trimester can be based in Edinburgh or at the IPAG Business School in Nice, France.

Modules

Modules that you will study* as part of this course

Case Studies in International Tourism ( TSM11105 )

• 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.

Further information

Festival and Event Management ( TSM11124 )

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

Further information

Global Marketing ( MKT11104 )

* 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

Further information

Intercultural Business Communication ( LNG11106 )

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

Further information

Principles and Practice of Marketing ( MKT11108 )

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

Further information

Research Methods ( SOE11131 )

Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.

Further information

Strategic Brand Management ( MKT11103 )

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.

Further information

* 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.

Entry requirements

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 professional work experience within the industry.

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.

International students

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

Admissions policies

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 2018/19 2019/20
Home/EU £7,000 tba
Overseas £13,000 tba


Frequently Asked Questions about Fees
Information of Bursaries and Scholarships

Careers

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.

Student Edinburgh's Christmas market