Program Overview

---

MSc International Marketing with Tourism

Overview

This programme will equip you with the knowledge and intellectual capabilities to successfully commence or develop a career in international marketing within the tourism sector. It is suitable for any graduate who desires a comprehensive understanding of international marketing with tourism.

Mode of Study:

• Full-time
• Dual degree option

Duration:

• 1 year

Start date:

• September

Course details

You’ll develop organisational and business skills as well as an understanding of digital marketing brand management, intercultural communication, tourism and the ability to develop strategic marketing plans.

You’ll gain transferable skills such as project management, research, time management and presentation methods.

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'.

Lead Academics

• Dr Agata Krowinska
• Dr Clidna Soraghan

How you’ll be taught

This is a one year full-time course starting in September and is split up into three trimesters.

• In Trimester 1 (Sept-Dec) you will study three modules: Principles and Practices of Marketing, Intercultural Business Communication, and Tourism Concepts and Issues
• In Trimester 2 (Jan-April) you will study four modules: Research Methods, Strategic Brand Management, Digital Marketing Strategy, and Case Studies in International Tourism
• In Trimester 3 (May--August) you will complete a Dissertation.

Assessments

Each module will have either one or two assessments. Assessment is carried out via a wide range of mechanisms, both coursework and exam.

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
• Competitiveness and responsible tourism development
• Ethical issues in international tourism
• Cross-cultural behaviour in tourism
• Global issues and value analysis.

Dissertation (TBS11130)

In this module you will work with your assigned supervisor to complete your MSc dissertation. The focus of this module is to develop critical thinking and problem solving skills to prepare you for your professional career.

Global Marketing (MKT11104)

In this module, you will develop an in-depth understanding of Global/International Marketing theories and concepts and how these theories can be applied to analyse international markets and inform international marketers' decision-making process in the internationalisation of a firm.

Intercultural Business Communication (IBC11101)

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.

Principles and Practice of Marketing (MKT11108)

The module is essential to anyone wanting to work in business and / or marketing. Throughout the module we will analyse the principles and practices of marketing with a focus on their practical application.

Research Methods (SOE11131)

The focus of this module is for you to develop an understanding of research method approaches. The emphasis is on developing research skills that will equip you with the expertise to undertake relevant and topical research required for your future dissertation.

Skills for Success (TBS11108)

Module is designed to ensure you are equipped with a longitudinal induction which ensures ‘How to be here’ foundation moves through Professionalism in classroom and beyond to Careers awareness and guidance as part of pass/fail attended module.

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.

Tourism Concepts and Issues (TSM11111)

The overall aim of this module is to provide a stimulating programme of study that enables you to determine and evaluate the current trends and contemporary debates and developments in international tourism, events and hospitality management and their implications for tourism business.

Entry requirements

What are the entry requirements for International Marketing with Tourism?

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.

Can I get admission in International Marketing with Tourism based on my working experience in this sector?

This course has academic entry requirements which are assessed alongside relevant work experience. Full details of any relevant work experience, including references should be submitted with your application and may be considered for entry where the minimum academic entry requirements are below those required.

Fees & funding

Tuition fees for 2024/25

• Students from Scotland, England, Wales, Northern Ireland, and Republic of Ireland: £8,715
• Overseas and EU: £18,800

Careers

What can you do with a degree in International Marketing with a Tourism focus?

Studying an MSc in International Marketing with a focus on Tourism at Edinburgh Napier University will open a range of exciting career opportunities in the global tourism industry. Depending on your interests and skills, you may also explore opportunities in tourism policy, destination management, adventure tourism, international marketing and brand, or niche markets such as wellness tourism or luxury travel.

What does a Destination Marketing Manager do?

A Destination Marketing Manager is responsible for promoting a specific location, such as a city, region, or country, to attract visitors and tourists. They play a crucial role in driving economic growth and development through tourism by effectively promoting their destination to domestic and international travellers. They must be strategic thinkers, creative problem-solvers, and effective communicators who can work collaboratively with diverse stakeholders to achieve common goals.

Daily tasks and responsibilities in this role may include:

• Developing marketing strategies
• Brand management
• Market research and analysis
• Visitor services and experience enhancement
• Measurement and evaluation