MSc Marketing with Festival & Event Management

Postgraduate, Full-time

Marketing with Festival & Event Management MSc



Develop the skills and practical experience required to pursue a career in the marketing and management of festivals, events and conferences

Overview

A career in marketing can take you into almost any sector of business and into workplaces all over the world.

This course is particularly aimed at those who wish to combine the key principles and practice of marketing with a specialisation in the management of festivals, events and conferences.

You’ll be able to make a vital contribution to commercial success in both the private and public sector. The practical applications, based on real business scenarios, will equip you for a marketing career in this fast-growing international industry.

Student event on campus

Mode of Study:

Full-time

Duration:

1 year

Start date:

JanSep


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Course details

Marketing requires a wide range of skills. You’ll learn to think analytically and critically examine the issues confronting the global business environment and the festival and events industries.

You’ll develop brand management, quantitative and qualitative research skills and presentation techniques alongside the ability to formulate policies and plans and deliver exciting business or cultural experiences.

You’ll benefit from our strong links within the global marketing, advertising, festival and event industries, as well as guest speakers. You’ll have the opportunity to immerse yourself in marketing practice within one of the most famous festival cities in the world.

Lead academics

  • Ashleigh Logan-McFarlane is the lead on the MSc Marketing suite programme leader. She leads on curriculum review/development and enhancing student experience. She also co-ordinates the MSc two-day induction experience in September and January. She predominantly teaches at undergraduate and postgraduate level on consumer behaviour and culture, marketing and society modules. This is reflective of her multidisciplinary research interests. She draws from a variety of social and cultural theories, primarily from sociology and media studies, to explore notions of consumption practices, celebrity brands, consumer identity work and community to further understanding of consumer practices in marketing. She specialises in qualitative methodologies; in particular, online ethnographic approaches such as netnography (see Logan (2015).
  • Dr John Thomson is currently a senior lecturer and international consultant in strategic and international marketing at the Business School, Edinburgh Napier University and holds a number of non-executive directorships in both the public and private sectors. His specialisms are International Marketing and Strategic Management and he has carried out a wide range of international consultancy projects for the pharmaceutical industry, transport industry, carpet industry, tourism and leisure and the biotechnology industry. In Hong Kong he delivers an International Marketing Strategy Programme to professional managers who were studying for an MSc in Marketing and continues to deliver a programme on Global Marketing. His business related advisory roles have included Belarus (2001), Slovakia (2003), Singapore (2007) and Romania (2009) and he has also undertaken research / business in Cyprus, Hong Kong, France, Germany, Spain and Norway.
  • Dr Nathalia Tjandra is a Marketing Lecturer at Edinburgh Napier University. She is the programme leader of BA/BA (Hons) Marketing Management Hong Kong delivered in collaboration with SCOPE, City University of Hong Kong. She has been involved in delivering Strategic Brand Management (PG), Brand Management (UG), Emerging Markets (UG) and Marketing Ethics (UG) modules in the UK and overseas. She is a visiting professor in University of Ciputra, Indonesia. Nathalia completed her PhD at Edinburgh Napier University in August 2013. The title of her PhD is “On the road to brand leadership: co-creating with independent financial advisers (IFAs)”. Her PhD was a fully-funded studentship and conducted in collaboration with one of the largest long-term savings investments providers in the UK. The thesis investigated the management of a triadic relationship between long-term savings and investments provider(s), IFAs, and customers; IFAs' view of branding and brand equity; and the development of a co-creation model in a triadic relationship network. She is currently undertaking research projects in Indonesia in the areas of online shop branding and tobacco marketing ethics, as well as in Hong Kong in the area of ageing employment in the sector.
  • calendar How you’ll be taught

    You’ll learn by a variety of teaching methods including lectures, tutorials and independent study.

    This is a full-time course and is split up into three trimesters. You can choose to start in either January or September.

    Duration:

    • September starts: 12 months
    • January starts: 18 months with a three-month break over the summer (after the first taught trimester)
  • note and pen Assessments

    Assessment approaches in particular are designed to encourage the deep learning and critical thinking and analysis required by the learning outcomes. Individual assignments vary in type from management reports, essays, case study based assignments and assignments based on using a particular organisation, usually the student's own, as a basis for critical reflection and problem solving.

    There are several group-based assignments involving presentations, which enable students to benefit from each other’s knowledge, insights and learning skills.

    Examinations use a variety of question types in order to further evaluate students' skills in these areas and in particular to overcome any tendency to rote learning.

Modules

Modules that you will study* as part of this course

Consumer Behaviour ( MKT11102 )

Introduction to the subject area, definitions and topical consumer behaviour issues including CCT (Consumer Culture Theory) and social-cognition theories of attitude, motivation and behaviour change.

- An overview of the consumer setting; consumer culture and the present anthropological and sociological marketing environments.
- An examination of the consumer decision making process and different mental processes consumers’ employ
- A critical examination of key psychological and sociological factors that influence the consumer decision making process. For example, social class, geo-demographics, values, attitudes, and lifestyles.
- The self; stereotypes, objectified brands, brand identity and value and subsequent consumer behaviour, social media and technology
- Social Marketing: Topical issues and consumer behaviour change
- A review of the different methods used for researching consumers including questionnaires, focus groups, experiments, ethnographic and netnographic qualitative techniques.
- Debate; outline of motions set and literature search requirements

Further information

Contemporary Issues in Festivals and Events ( TSM11123 )

This module provides a varied and stimulating programme of study that enables you to understand and appreciate the extensive range of contemporary issues facing festival and event organisations across the world; and to critically examine research and emerging themes in the study of festivals, events and related areas. The module moves beyond the business and marketing-driven approaches of events management towards a more conceptual analysis and understanding of events from a socio-cultural perspective.
The module will examine junctures between the social sciences and the field of festivals and events. It applies and contextualises theories within the discourse of events to provide a greater understanding of the significance of events in contemporary society. Studying this module provides you with a structured and detailed examination of issues pertaining to, for example, event tourism, festival and events in society, events ritual and performance, consumption, place and representation, social movements, and mobilities; along with emerging trends such as ‘pop-up’ events, the sharing economy, and changing demographics. Moreover, it enhances your ability to critically review the influences of such issues and trends upon the international festivals and events industry.

Further information

Developing Intercultural Competence in the Workplace ( LNG11120 )

This module begins with a discussion of the cultural diversity phenomenon, a day-to-day reality that brings both challenges and opportunites to today’s workplace. Approaches adopted by practitioners to managing cultural diversity will be critically examined and compared, with a particular emphasis on intercultural team-building. The module content then focuses on intercultural competence, an element that is central to the intercultural team-building agenda. Perspectives and insights will be drawn from relevant disciplines, such as intercultural communication, cross-cultural management and education. Participants will consider ways of cultivating their own intercultural competence as well as facilitating others’ intercultural competence development (especially in work-based contexts). To facilitate the exploration of these two areas, participants will engage with theories and practices in intercultural training in a peer-supported learning environment and reflect upon their own intercultural learning experience in this environment.

Further information

Direct & Digital Marketing ( MKT11105 )

Theory, principles and practice of Direct Marketing and Digital Marketing (D&DM). Major issues facing practitioners in these areas: D&DM as communications tool, distribution channel or system of marketing; the extent to which Digital Marketing challenges current Marketing paradigms and business models; changes in consumer behaviour and customer control with digital media and in D&DM strategy; the place and integration of D&DM in the marketing communications mix; the development of Digital marketing media; data quality and data protection issues both in Europe and other major markets; segmentation, targeting and profiling in D&DM; retention, loyalty and Customer Relationship Management; the role and effectiveness of database marketing in D&DM; customer acquisition; branding and responsiveness; the roles of testing and research; control, measurement and evaluation of effectiveness and efficiency; relationships to marketing and business planning; international marketing issues in D&DM. Media include direct mail, telemarketing, direct response advertising in conventional media, web, mobile and broadcast digital media.

Further information

Dissertation ( MKT11130 )

Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination. Individual research, production of a dissertation, reflection on work undertaken.

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

International Business Event Management ( TSM11113 )

The meetings industry is of huge global economic importance (Davidson and Cope, 2003). Business events play a significant role in generating tourism revenue for destinations, thus contributing towards economic prosperity. In this module, you will learn about the major stakeholders in the business event industry, and how they interact with one another. You will examine issues of supply and demand at all levels, and analyse the impact made by business events on their chosen destination. You will be taken on visits to event venues, and will hear guest speakers from industry. This will enable you to connect the theory to the practice. The module contains the following topics: the business events industry in context; buyers, suppliers and intermediaries; supply and demand characteristics of the industry; the external environment; event planning (buyer and supplier perspectives); impacts of business events and venues; current trends and future issues.

Further information

International Sales Management ( SAL11101 )

The topics you will cover in this module include: sales management matters relating to leadership, training, recruitment, compensation, control systems and performance evaluation as well as customer relationship management/ technologies, the integration and coordination of strategies, processes and resources between Marketing and Sales and the important matter of ethical selling – all in an international context.

Further information

Marketing Communications ( MKT11101 )

Communications theory, stakeholders, decision making process, integrated marketing communications, marketing communications planning, budgeting & evaluation, advertising, sales promotion, public relations, sponsorship, direct marketing, personal selling, exhibitions, packaging, online communications, b2b communication, internal communications

Further information

New Venture Planning ( ENT11101 )

The module covers the following:

The importance of new businesses to a thriving economy
Entrepreneurial thinking and aspirations
The business planning process
Idea generation / development / evaluation
Market identification including exposure to market players
Researching the resources required including equipment, people, funding
Segmentation / positioning & differentiation / targeting
Developing the marketing Mix (7 P’s),
Financial planning leading to development of financial statements and realistic related assumptions

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

Professional Selling and Sales Strategies ( SAL11102 )

This module will help you reinforce and improve upon and/ or embed the skillset needed to be a successful professional sales person in today's fast moving business environment. Topics covered in this module include: Personal Selling & the Marketing Concept, Relationship Strategy (Communication Styles/ Adaptive Selling & Ethics and Trust-Based Selling), Product Strategy (Creating Product Solutions & Product Selling Strategies), Customer Strategy (The Buying Process & Buyer Behaviour), Prospecting, Presentation Strategy (Consultative Sales Presentations & Creating Value with Sales Demonstrations), Negotiation, Adapting the Close and Confirming the Partnership AND Servicing the Sale and Building the Partnership

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

Entry requirements

The entry requirements 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.

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.

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 £7,280
Overseas £13,000 £13,520


Frequently Asked Questions about Fees
Information of Bursaries and Scholarships

Careers

The scope of marketing employment opportunities is wide. Most businesses recognise the need for a marketing function and positions constantly arise in a variety of positions worldwide.

You’ll be particularly well-equipped for marketing roles in the festivals, events and conference industries.


Fireworks above Edinburgh Castle