MSc Marketing with Festival and Event Management

1 Year On Campus Masters Program

Edinburgh Napier University

Program Overview

The MSc Marketing with Festival & Event Management blends traditional marketing expertise with hands-on skills in managing festivals, events, and live experiences. It’s perfect for anyone who loves marketing and wants to work in the dynamic world of events, from music festivals and cultural celebrations to corporate events and international gatherings.

Curriculum structure

This one-year full-time programme takes you from core marketing principles to specialised event and festival management:

Early in the course, you’ll explore Principles and Practice of Marketing, learning how to develop effective marketing strategies including product, pricing, distribution, and communications. Modules like Marketing Communications and Consumer Insights help you understand audience behavior — a crucial skill for successfully marketing events to diverse groups.
Mid-programme, the focus shifts to the exciting world of events: in Festival and Event Management and Contemporary Issues in Festivals and Events, you’ll learn how to plan, manage, and deliver successful events while considering social, cultural, and economic factors. Global Marketing and Digital Marketing Strategy equip you to promote events effectively in international and digital markets.
Throughout the course, Research Methods teaches you to gather and analyse data to support evidence-based marketing and event planning. Your dissertation or major project gives you the freedom to explore a topic that interests you — from festival branding and audience engagement to sustainable event management — demonstrating your expertise to future employers.

Focus areas: marketing fundamentals; consumer & audience insights; festival & event management; global marketing; digital marketing strategy; research methods; cultural & socio-economic aspects of events.

Learning outcomes: develop full marketing plans; understand and target diverse audiences; design, plan, and manage events and festivals; promote events in global and digital contexts; analyse market and event data; apply strategic thinking to marketing and events.

Professional alignment (accreditation): Edinburgh Napier’s Business School provides a strong foundation in marketing and event management principles, preparing you for recognised roles in both industries.

Reputation (employability / outcomes): Edinburgh Napier is ranked the #1 modern university in Scotland and among the top 5 UK modern universities for graduate prospects (Times Good University Guide 2026), highlighting the strong career potential of its graduates.

Experiential Learning (Research, Projects, Internships etc.)

At Napier, this MSc isn’t just about learning marketing theory — it’s about rolling up your sleeves and applying it in the real world. You’ll gain hands-on experience planning, promoting, and managing events and festivals, while using the latest digital marketing tools and strategies. From analysing real case studies to working on projects with global marketing insights, the course prepares you to step confidently into the fast-paced events and festival industry.

You’ll get practical experience in areas such as:

Global case studies: Explore real international events and festival marketing examples to understand cross-cultural audience behaviour and global marketing challenges.
Teamwork and intercultural skills: Develop the ability to collaborate effectively in diverse teams through projects in Developing Intercultural Competence in the Workplace.
Digital marketing & analytics: Use tools and frameworks from Digital Marketing Strategy and Digital Analytics Strategy to plan campaigns and measure success for events and festivals.
Event industry insights: Learn the social, cultural, and economic aspects of running successful events in Contemporary Issues in Festivals and Events.
Research and data-driven planning: Apply research skills from the Research Methods module to collect and analyse data, creating evidence-based marketing strategies and event plans.

Progression & Future Opportunities

Graduating from this MSc opens the door to exciting careers in marketing, events, festivals, and the wider cultural sector. You could find yourself working as an Event or Festival Marketing Manager, Brand or Communications Manager in entertainment, an Events Coordinator or Project Manager, or even a Market and Audience Research Analyst for tourism or cultural organisations. With practical marketing skills, event expertise, and global industry insights, you’ll be ready to make an impact in a variety of settings.

Napier University also gives you plenty of support to help turn your skills into a career:

Dedicated career services: The Employability & Careers team can help with CVs, cover letters, interview prep, and accessing job listings through the “myFuture” portal.
Internships and work experience: Opportunities for placements, part-time roles, and volunteering mean you can gain real hands-on experience in festivals, events, or marketing before you graduate.
Graduate outcomes: Many graduates secure roles with starting salaries around £24,000, with strong employment rates and low unemployment in the first 15 months after finishing.
Industry-relevant skills and recognition: The combination of marketing, festival/event management, digital strategy, and research equips you with skills valued by employers across the private, public, and cultural sectors worldwide.
Strong university reputation: Edinburgh Napier is ranked #1 modern university in Scotland and among the top 5 UK modern universities for graduate prospects (Times Good University Guide 2026), giving your degree real credibility.

Further Academic Progression:
If you want to take your studies further, this MSc lays the groundwork for advanced research or doctoral studies in areas like event management, global marketing, consumer behaviour, or cultural management — opening doors to academic, consultancy, or high-level industry roles.