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

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.

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.


Modules that you will study* as part of this course

  • Consumer Behaviour ( MKT11102 )
  • Contemporary Issues in Festivals and Events ( TSM11123 )
  • Developing Intercultural Competence in the Workplace (LNG11120 )
  • Direct & Digital Marketing ( MKT11105 )
  • Dissertation ( MKT11130 )
  • Festival and Event Management ( TSM11124 )
  • Global Marketing ( MKT11104 )
  • International Business Event Management ( TSM11113 )
  • International Sales Management ( SAL11101 )
  • Marketing Communications ( MKT11101 )
  • New Venture Planning ( ENT11101 )
  • Principles and Practice of Marketing ( MKT11108 )
  • Professional Selling and Sales Strategies ( SAL11102 )
  • Research Methods ( SOE11131 )
  • Strategic Brand Management ( MKT11103 )

* 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.

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.


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


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.


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.

Visit the MSc Marketing with Festival & Event Management page on the Edinburgh Napier University website for more details!




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