MSc International Marketing with Tourism and Events

1 Year On Campus Masters Program

Edinburgh Napier University

Program Overview

The MSc International Marketing with Tourism is perfect if you want to combine your passion for travel and tourism with strong marketing skills. This course prepares you to work for travel companies, destination marketing organisations, or international hospitality brands, giving you the knowledge and practical skills to succeed in a fast‑moving, global industry.

Curriculum structure

This one‑year full-time programme guides you step by step from the fundamentals of marketing and tourism to specialised strategic projects:

Trimester 1: You’ll start by building your foundations with Principles and Practice of Marketing, learning how businesses plan and execute marketing strategies. Intercultural Business Communication helps you understand cultural differences and communicate effectively across borders, while Tourism Concepts and Issues gives you a broad understanding of the tourism industry — from trends to social and economic impacts.
Trimester 2: You move into more strategic and analytical modules. Global Marketing shows you how to design international campaigns and adapt strategies for different markets. Strategic Brand Management teaches you how to build and manage strong brands in tourism, while Case Studies in International Tourism lets you apply your learning to real-world tourism marketing challenges. Research Methods equips you with skills to design and conduct research, which is crucial for data-driven decision-making.
Trimester 3: You complete a Dissertation, an independent research or applied project where you explore a topic you’re passionate about, such as sustainable tourism marketing, destination branding, or consumer behaviour in travel. This is your chance to showcase your expertise and creativity.

Focus areas: international marketing; tourism & destination marketing; intercultural communication; global brand strategy; market research & analytics; tourism sustainability.

Learning outcomes: design and implement marketing plans for global tourism brands; understand international market dynamics and cultural differences; manage and develop tourism brands; apply research and analytics to assess markets; evaluate tourism trends, ethics, and sustainability in marketing decisions.

Professional alignment (accreditation): the programme blends marketing theory with practical tourism industry applications, delivered by Edinburgh Napier University’s recognised Business School.

Reputation (employability / outcomes): Edinburgh Napier ranks among the top 5 UK modern universities for graduate prospects (The Times Good University Guide 2026), showing that graduates from this course are highly employable worldwide.

Experiential Learning (Research, Projects, Internships etc.)

At Napier, the MSc International Marketing with Tourism is designed to give you more than just theory — you get to experience marketing in the real world of tourism and travel. From analysing global case studies to building brand strategies and working with data, the course ensures you gain practical skills that employers actually value. The combination of interactive workshops, research projects, and group activities means you’ll finish the programme confident in your ability to work in international tourism marketing.

Here’s how this hands-on learning happens throughout the course:

Real-world case studies: In Global Marketing and Case Studies in International Tourism, you’ll examine real tourism and travel businesses, exploring international market challenges and learning how to make strategic marketing decisions.
Interactive intercultural workshops: Through Intercultural Business Communication, you’ll practise working with people from different cultures — perfect preparation for global teams or international projects.
Marketing and branding projects: Modules like Principles and Practice of Marketing and Strategic Brand Management let you create actual marketing plans and brand strategies, giving you experience similar to what professional marketers do for tourism products, destinations, or services.
Data-driven research skills: Research Methods teaches you how to gather and analyse market data, helping you make informed decisions and conduct professional-level research.
Independent dissertation project: Your final project gives you the freedom to explore a topic you’re passionate about — whether that’s sustainable tourism, destination branding, or consumer behaviour — and develop a portfolio piece that showcases your expertise.

Progression & Future Opportunities

Graduates from Napier’s MSc International Marketing with Tourism leave equipped to take on exciting roles in the global tourism and travel industry. Many go on to become Destination Marketing Managers, Tourism Brand Managers, International Marketing Specialists (Tourism), or Market & Travel Research Analysts, putting their skills to use in hotels, travel agencies, destination organisations, or multinational tourism companies. The programme prepares you to step confidently into a career where marketing and tourism intersect.

Here’s how Napier helps you get there:

Dedicated career support: Napier’s Employability & Careers team will help you polish your CV, practise interviews, find placements, and connect with employers — making the transition from student to professional much smoother.
Strong graduate prospects: Official data shows that 98% of Napier postgraduate students are in work or further study within 15 months of graduating.
Flexible international career paths: Because the course combines marketing and tourism, you can work in a wide range of areas — from destination marketing and travel agencies to hospitality brands or niche tourism sectors like sustainable or luxury travel.
Industry-relevant skills and recognition: The programme is designed with real-world tourism and marketing practice in mind, giving you skills and knowledge that employers value globally.
Preparation for further study: The research and analytical skills you gain mean you could continue onto a postgraduate research degree (MPhil/PhD) in marketing, tourism management, consumer behaviour, or international business if you wish.

Further Academic Progression:
If you want to go further academically, you could pursue a research-based postgraduate degree such as an MPhil or PhD in international marketing, tourism, or business strategy — either at Napier or elsewhere. The programme’s focus on research methods and global marketing gives you a strong foundation to excel in advanced studies or consultancy-focused careers.