BA (Hons) Intercultural Business Communication and Marketing Management

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.

Why Study with Us

• 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.
• As a diverse, multicultural city, attracting thousands of international students, business travellers, and tourists, Edinburgh is the perfect location to study Intercultural Business Communication.
• We are the #1 modern university in Scotland (THE World University Rankings 2025) and we are a top 5 UK modern university for Career and Graduate Prospects (Guardian Good University Guide 2024).

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.

How will my degree reflect sustainability and sustainable development?

The Principles of Responsible Management Education (PRME) – established under the UN Global Compact – places a clear onus on Higher Education to ‘transform management education and develop the responsible decision-makers of tomorrow to advance sustainable development’. The Business School is a PRME signatory, and we seek to influence professional practice and policy nationally and internationally, helping to drive key societal, economic and environmental impacts.

Our mission is ‘to empower communities to apply business knowledge for positive societal impact’ and we work constantly to embed practical actions into our curriculum, to promote sustainability and relate these to the key ideas of sustainability, as reflected in the 17 UN Sustainable Development Goals (SDG). Our undergraduate and postgraduate programmes now reflect one or more of the SDG, and our research is targeted to solve real world problems, mapped against the criteria used in the Times Higher Education’s Impact Ranking.

What is distinct about equality, diversity and inclusion?

Edinburgh Napier University is enriched by the diversity of perspectives, cultures and backgrounds brought by all within our global community. We are committed to a positive environment where diversity and inclusiveness is celebrated and everyone is treated fairly regardless of sex, sexual orientation, gender reassignment, disability, age, ethnic origin, religion or belief, marital or civil partnership status or whether pregnant or on maternity leave. We commit ourselves to providing a learning, working and social environment that is free from discrimination, prejudice, intimidation, stigmatisation and all forms of harassment and bullying.

The Business School's vision

'To be the Business School for empowerment, enterprise and employability for all'.

Our mission statement

'Empowering our communities to apply business knowledge for positive societal impact'.

How you’ll be taught

• Lectures
• Tutorials
• Workshops
• Visits to design agencies

Assessments

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

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

• 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

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.

Entry requirements

Year 1

• SQA Higher: BBBC
• A Level: CCC
• Irish Leaving Certificate: H2, H3, H3, H3
• BTEC (QCF) Extended Diploma Level 3: Minimum grades DMM (Distinction, Merit, Merit)
• BTEC (QCF) National Diploma Level 3: Minimum grades DD (Distinction, Distinction)
• BTEC (QCF) National Diploma Level 3 plus A Level: Minimum grades DM (Distinction, Merit) A Level grade C
• 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

Year 2

• HNC: Pass HNC in Marketing, Marketing Communication 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

International students

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

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

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 for 2024/25

• Students from Scotland: £1,820
• Students from England, Wales, Northern Ireland, and Republic of Ireland: £9,250
• Overseas and EU: £16,680

Careers

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

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Degree Overview:

This 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.

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Outline:

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Structure:

• The program is a joint degree in Intercultural Business Communication and Marketing Management.
• It is a 4-year full-time program.
• The program is divided into four years.
• The first two years focus on core concepts and approaches in both Intercultural Business Communication and Marketing Management.
• The third year offers opportunities for study abroad or work placement in the UK.
• The final year allows students to specialize in areas of interest through research projects and a dissertation.

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Course Schedule:

• 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

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Module Descriptions:

• Introduction to Intercultural Business Communication: This module introduces students to the key concepts and theories of intercultural communication, exploring the role of culture in business communication and interactions.
• Intercultural Organisational Management: This module examines the impact of culture on organizational structures, processes, and practices, focusing on how to manage and lead diverse teams effectively.
• World History: International Contexts: This module provides a historical perspective on global interactions and the development of intercultural relationships, exploring the impact of historical events on contemporary business practices.
• Marketing 1: This module introduces students to the fundamental principles of marketing, covering topics such as market research, consumer behavior, and marketing strategy.
• Academic Skills for Business Management: This module equips students with the essential academic skills required for success in their studies, including research, writing, and presentation skills.
• Intercultural Communication for the Global Workplace: This module focuses on the practical application of intercultural communication skills in the workplace, exploring strategies for effective communication across cultural boundaries.
• Exploring Culture: This module provides a deeper exploration of different cultural perspectives, examining the impact of culture on values, beliefs, and behaviors.
• Market Research in Practice: This module provides students with practical experience in conducting market research, covering techniques for data collection, analysis, and interpretation.
• Marketing Communication Tools: This module explores the various tools and techniques used in marketing communication, including advertising, public relations, and social media marketing.
• Social Media Marketing: This module focuses on the strategic use of social media platforms for marketing purposes, covering topics such as content creation, community management, and social media analytics.
• Migration, Mobilities and Intercultural Competence: This module examines the impact of migration and mobility on intercultural communication, exploring the challenges and opportunities associated with living and working in diverse societies.
• International Marketing: This module explores the unique challenges and opportunities of marketing products and services in international markets, covering topics such as market segmentation, product adaptation, and pricing strategies.
• Brand Management: This module focuses on the development and management of strong brands, covering topics such as brand positioning, brand equity, and brand communication.
• Work Placement: This module provides students with the opportunity to gain practical experience in a relevant industry setting, applying their knowledge and skills in a real-world context.
• Study Abroad: This module allows students to study at a partner institution abroad, immersing themselves in a different culture and expanding their intercultural understanding.
• Live Project + Option: This module provides students with the opportunity to work on a live project with a real-world client, applying their knowledge and skills to solve a specific business challenge.
• Communication in International Management: This module explores the role of communication in international business, examining the challenges and opportunities of managing communication across cultural boundaries.
• Cultural Studies: Working Lives: This module examines the intersection of culture and work, exploring the impact of cultural values and beliefs on workplace practices and interactions.
• Marketing Management in Practice: This module provides students with a comprehensive overview of marketing management, covering topics such as marketing strategy, marketing planning, and marketing implementation.
• Dissertation: This module allows students to undertake an independent research project on a topic of their choice, culminating in the production of a dissertation.

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Assessment:

• The program uses a variety of assessment methods, including essays, reports, presentations, class tests, exams, and a dissertation written in the final year.

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Teaching:

• The program is taught through a combination of lectures, tutorials, workshops, and visits to design agencies.

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Careers:

• 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.
• The program is unique in Scotland and the UK.
• Edinburgh is a diverse, multicultural city, attracting thousands of international students, business travellers, and tourists, making it the perfect location to study Intercultural Business Communication.
• Edinburgh Napier University is 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).
• The program offers optional supervised work placement, giving students the opportunity to gain practical experience in the Marketing sector while also developing their intercultural skills.
• The program offers the opportunity to study abroad within a network of partner institutions, providing students with a range of benefits and transferrable skills, including intercultural skills.

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Tuition fees for 2024/25

Students from 2024/25 2025/26 Scotland £1,820 £tba England, Wales, Northern Ireland, and Republic of Ireland £9,250 £tba Overseas and EU £16,680 £tba 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 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. View Tuition Fees for 2025/26

Edinburgh Napier University

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Overview:

Edinburgh Napier University is a modern university located in Edinburgh, Scotland. It is renowned for its student learning experience and its commitment to innovation and enterprise. The university boasts a diverse student body with over 20,000 students from over 140 countries.

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Services Offered:

The university offers a wide range of services to its students, including:

Libraries and Heritage Collections:

Access to extensive library resources and heritage collections.

Accommodation:

On-campus accommodation options for students.

Student Life:

Opportunities for student engagement through clubs, societies, and events.

Funding:

Bursaries and scholarships to support students financially.

Career Services:

Guidance and support for career development and job searching.

International Student Support:

Dedicated services for international students.

Online Study:

Flexible learning options through online courses.

Short Courses:

Opportunities for professional development through short courses.

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Student Life and Campus Experience:

Edinburgh Napier University provides a vibrant and engaging campus experience. Students can participate in a variety of activities, including:

Clubs and Societies:

Joining clubs and societies related to their interests.

Events:

Attending university-organized events and social gatherings.

Sports:

Participating in sports teams and activities.

Student Union:

Engaging with the student union for representation and support.

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Key Reasons to Study There:

High Rankings:

Consistently ranked among the top modern universities in Scotland and the UK.

Student Satisfaction:

High student satisfaction rates, reflecting a positive learning environment.

Research Power:

Strong research output and impact, contributing to knowledge advancement.

International Focus:

Diverse student body and global partnerships, fostering a multicultural environment.

Career-Focused Education:

Programs designed to equip students with the skills needed for successful careers.

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Academic Programs:

Edinburgh Napier University offers a wide range of undergraduate and postgraduate programs across various disciplines, including:

Accounting and Finance

Acting

Biological Sciences

Building and Surveying

Business and Management

Computing

Criminology, Psychology, and Sociology

Design, Photography, and Advertising

Engineering

English, Creative Writing, and Publishing

Film, Journalism, and Media

Health and Social Care

Law

Marketing

Music

Nursing and Midwifery

Sport and Exercise Sciences

Teaching

Tourism, Hospitality, Festival, and Events Management