Marketing with Festival & Event Management
Program start date | Application deadline |
2025-09-01 | - |
2026-01-01 | - |
Program Overview
MSc Marketing with Festival & Event Management
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.
Mode of Study
- Full-time
Duration
- 1 year (September start)
- 18 months (January start)
Start Date
- September
- January
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.
Modules
- Analytics and AI for Marketing Strategy (MKT11127)
- Consumer Insights (MKT11112)
- Contemporary Issues in Festivals and Events (TSM11123)
- Developing Intercultural Competence in the Workplace (IBC11102)
- Digital Marketing Strategy (MKT11124)
- Festival and Event Management (TSM11124)
- Global Marketing (MKT11104)
- Marketing Communications (MKT11101)
- Principles and Practice of Marketing (MKT11108)
- Research Methods (SOE11131)
- Research Skills (TBS11109)
- Skills for Success (TBS11108)
- Social Media and Content Marketing (MKT11111)
- Strategic Brand Management (MKT11103)
Entry Requirements
- Bachelor (Honours) Degree at a 2:2 or above
- Relevant work experience may be considered for entry
English Language
- If your first language isn't English, you'll normally need to undertake an approved English language test
International Students
- We welcome applications from students studying a wide range of international qualifications
Fees & Funding
- Tuition fees for 2024/25:
- Scotland, England, Wales, Northern Ireland, and Republic of Ireland: £8,715
- Overseas and EU: £18,800
- The University offers a 20% discount on Postgraduate Taught Masters programmes to its alumni
Careers
- This postgraduate degree will further your knowledge and ability to think critically and provide creative solutions
- You will be well equipped to take on a marketing role in festivals, events, conferences and other large-scale projects
- A Creative Director for events is responsible for shaping the overall vision and feeling of an event or festival
- Daily tasks and responsibilities in this role may include:
- Create design and visual strategy
- Event programming
- Brand development
- Content creation
Accredited By
- Institute of Data & Marketing (IDM)
Program Outline
Degree Overview:
This MSc program in Marketing with Festival & Event Management is designed for individuals seeking to combine marketing principles with a specialization in managing festivals, events, and conferences. The program aims to equip students with the skills and practical experience necessary for a successful career in this dynamic and growing industry. The program emphasizes the application of marketing principles to real-world business scenarios, preparing graduates for marketing roles in both the private and public sectors. It highlights the importance of contributing to commercial success within the festival and event industry.
Outline:
The program is structured as a full-time, one-year course, with options to start in either January or September.
Course Schedule:
- September Start: 12 months
- January Start: 18 months with a three-month break over the summer (after the first taught trimester).
Modules:
The program includes a variety of modules, covering both core marketing principles and specialized topics in festival and event management.
- Consumer Insights (MKT11112): This module introduces the subject area and explores topical consumer issues. It examines the contexts in which marketers operate, including organizational contexts (profit
- Contemporary Issues in Festivals and Events (TSM11123): This module provides a comprehensive overview of contemporary issues facing festival and event organizations worldwide. It encourages critical examination of research and emerging themes in the study of festivals, events, and related areas. The module moves beyond business and marketing-driven approaches to events management, adopting a more conceptual analysis and understanding of events from a socio-cultural perspective. It examines the intersection of social sciences and the field of festivals and events, applying and contextualizing theories within the discourse of events to provide a deeper understanding of their significance in contemporary society. The module explores topics such as event tourism, festivals and events in society, events ritual and performance, consumption, place and representation, social movements, and mobilities. It also examines emerging trends like pop-up events, the sharing economy, and changing demographics.
- Developing Intercultural Competence in the Workplace (IBC11102): This module begins by discussing the cultural diversity phenomenon, a prevalent reality in today's workplace. It critically examines and compares approaches adopted by practitioners to managing cultural diversity, with a particular emphasis on intercultural team-building. The module then focuses on intercultural competence, a crucial element in intercultural team-building. It draws perspectives and insights from relevant disciplines, such as intercultural communication, cross-cultural management, and education. Participants are encouraged to cultivate their own intercultural competence and facilitate the development of intercultural competence in others, especially in work-based contexts. The module promotes a collaborative peer-supported learning environment and encourages reflection on individual intercultural learning experiences.
- Digital Analytics Strategy (MKT11110): This module provides an in-depth understanding of the theory, practice, and managerial implications of using digital analytics as part of an organization's marketing strategy. It introduces key principles and challenges, including the analysis and evaluation of data from social media, websites, and search marketing to improve marketing performance. Students engage with a range of literature to critically reflect on contemporary issues and evaluate the role of big data ethics in an organizational context. The module provides hands-on experience with key digital analytics tools used by marketing practitioners, resulting in strong strategic and applied knowledge in digital analytics upon completion.
- Digital Marketing Strategy (MKT11124): This module introduces the theory, principles, and practice of digital marketing strategy. Using contemporary frameworks and recent case studies, students learn about paid, earned, and owned media and their role in digital marketing strategy. They investigate recent changes in online consumer behavior and their impact on marketing practice. Key topics discussed include social media marketing, digital advertising, digital PR, online market research, user-generated content, mobile marketing, eCRM, content marketing strategy, email marketing, and online Public Relations. This module is accredited by the Institute of Digital Marketing.
- Dissertation (TBS11130): This module focuses on research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative, and mixed), analysis methods, research writing, and dissemination. Students undertake individual research, produce a dissertation, and reflect on the work undertaken.
- Festival and Event Management (TSM11124): This module critically engages students in considering both the socio-cultural role and economic impacts of international festivals and events for organizations, policymakers, regions, or localities. The module critically explores these events and examines and evaluates their audiences. It also explores how some festivals and events, not initially aimed at tourists, have become tourist attractions in recent years. The module considers current issues and trends in festivals and events, appraising the likely future demand and development of festivals and events worldwide.
- Global Marketing (MKT11104): This module covers topics such as:
- 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 Globalization
- Global Market Research and Opportunity Analysis
- Globalization 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) Organizations
- Sustaining Competitive Advantage in a Global Environment
- Marketing Communications (MKT11101): This module covers communications theory, stakeholders, the 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, and internal communications.
- Principles and Practice of Marketing (MKT11108): This essential module for anyone working in business or marketing analyzes the principles and practices of marketing with a focus on their practical application. It covers topics such as:
- Marketing environment
- Marketing Strategy and objective setting
- Marketing communications
- Understanding Products
- Pricing strategies
- Logistics and distribution
- Services marketing
- Sustainability
- Planning and control
- Research Methods (SOE11131): This module covers research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative, and mixed), analysis methods, research writing, and dissemination.
- Skills for Success (TBS11108): This module is designed to ensure all students are equipped with a longitudinal induction that covers "How to be here" foundation, professionalism in the classroom and beyond, and careers awareness and guidance. It aims to provide an enhanced student experience for those with identified skills gaps and provide more skills balance for all students within individual cohorts.
- Social Media and Content Marketing (MKT11111): This module explores key theories and practices related to social media marketing and content marketing. It follows a model developed by Solomon and Tuten (2020) that focuses on four zones of social media marketing:
- Social Communities: Establishing and maintaining social communities using appropriate interactive creative content practices published on social media pages and profiles.
- Social Publishing: Exploring creative content for businesses and organizations, with a specific focus on blogging and other narrative and social/personality-driven media content.
- Social Entertainment: Examining how social gaming and play, branded videos, etc., can be used to enhance brand identity and online presence. The module also encourages reflection and critique on how social media and content marketing techniques can be used in marketing and business contexts.
- Strategic Brand Management (MKT11103): This module develops a critical understanding of strategic brand management theory and evaluates its value to organizations. It analyzes the origin of popular brands, the strategic brand management process, establishing brand position and values, choosing brand elements to build 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, and branding and sustainability.
on-profit), differences in needs/wants/values, and segmentation, targeting, and positioning. It also delves into key factors influencing consumer dynamics, such as individual (motivation, learning, perception, attitudes, lifestyles) and group (opinion leaders, reference groups, culture). The module focuses on understanding and enhancing the consumer experience by examining the consumer decision-making process.
Assessment:
Assessment approaches are designed to encourage deep learning, critical thinking, and analysis, aligning with the learning outcomes. Individual assignments vary in type, including management reports, essays, case study-based assignments, and assignments based on using a particular organization (usually the student's own) as a basis for critical reflection and problem-solving. There are several group-based assignments involving presentations, enabling students to benefit from each other's knowledge, insights, and learning skills. Examinations use a variety of question types to further evaluate students' skills in these areas and to overcome any tendency towards rote learning.
Teaching:
Students learn through a variety of teaching methods, including lectures, tutorials, and independent study.
Careers:
The scope of marketing employment opportunities is wide. Most businesses recognize the need for a marketing function, and positions constantly arise in a variety of roles worldwide. Graduates of this program are particularly well-equipped for marketing roles in the festivals, events, and conference industries.
Other:
The program emphasizes the importance of sustainability and sustainable development, aligning with the Principles of Responsible Management Education (PRME) established under the UN Global Compact. The Business School is a PRME signatory and seeks to influence professional practice and policy nationally and internationally, driving key societal, economic, and environmental impacts. The program also highlights the University's commitment to equality, diversity, and inclusion, celebrating the diversity of perspectives, cultures, and backgrounds within its global community. The University is committed to providing a learning, working, and social environment free from discrimination, prejudice, intimidation, stigmatisation, and all forms of harassment and bullying. The program features prominent academics, including Dr. Nathalia Tjandra, a Marketing Lecturer at Edinburgh Napier University, and Dr. Jane Ali-Knight, a Professor in Festival and Event Management and a Visiting Research Professor at Curtin University, Perth.
Students from 2024/25 2025/26 Scotland, England, Wales, Northern Ireland, and Republic of Ireland £8,715 £tba Overseas and EU £18,800 £tba The University offers a 20% discount on Postgraduate Taught Masters programmes to its alumni. The discount applies to all full-time, part-time and online programmes. The discount can only be applied to year one of a full-time Postgraduate degree, any additional years are exempt from the discount. For part time Postgraduate degrees the discount will apply to years one, two and three only and any additional years will be exempt from the discount. 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.
Edinburgh Napier University
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.
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.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.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.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
Entry Requirements:
- A Bachelor (Honours) Degree at a 2:2 or above.
- Applicants with a background in any discipline are eligible for the program.
- Lesser qualifications may be considered if the applicant has sufficient professional work experience within the industry.
- 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).