MSc Marketing with Festival & Event Management

at Edinburgh Napier University

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
 

• 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.
• Dr. Jane Ali-Knight is a Professor in Festival and Event Management and a Visiting Research Professor at Curtin University, Perth. She is currently leading and developing the festival and event subject group as well as lecturing at Universities internationally and facilitating training and development in the field. Her core activities fall into three main areas: event and festival related programmes; research and publications and conferences and professional events. She is currently a board member of BAFA (British Arts and Festivals Association), Without Walls, Vice Chair of Women in Tourism and is a Fellow of the HEA and Royal Society of the Arts.

Modules

Modules that you will study* as part of this course
 

• Consumer Behaviour 
• Contemporary Issues in Festivals and Events 
• Developing Intercultural Competence in the Workplace 
• Digital Analytics Strategy 
• Digital Marketing Strategy 
• Dissertation 
• Festival and Event Management 
• Global Marketing 
• Marketing Communications 
• New Venture Planning 
• Principles and Practice of Marketing 
• Research Methods 
• Social Media and Content Marketing
• Strategic Brand Management

Undergraduate and postgraduate taught degrees
 
IELTS (Academic)
6.0 overall, with no component below 5.5

TOEFL Internet Based Test
80 overall with a minimum of 17 in listening, 18 in reading, 20 in speaking and 17 in writing

Pearson’s Test of Academic English
56 overall with a minimum of 51 in each component

Cambridge C2 Proficiency (formerly Cambridge English Proficiency (CPE))
169 overall with a minimum of 162 in each component

Cambridge B2 First (formerly Cambridge English First (FCE))
169 overall with a minimum of 162 in each component

Cambridge C1 Advanced (formerly Cambridge English Advanced (CAE))
169 overall with a minimum of 162 in each component

Trinity Integrated Skills Test (ISE)
ISEII, ISEIII, ISEIV with a pass in each component

LanguageCert English language qualification
B2 Communicator Test with overall 39 or above, and 25 or above in all skills

Please note tuition fees are subject to an annual review and may increase from one year to the next.

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.

Please note that the tuition fees liable to be paid by EU nationals commencing their studies from 1 August 2022 will be the Overseas fee rate. The University offers a range of attractive Tuition Fee bursaries to students resident in specific countries. 

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.