Being able to communicate effectively and appropriately with people from diverse cultural backgrounds is a vital skill in an increasingly interconnected world, particularly in the area of Marketing.

Our innovative Intercultural Business Communication and Marketing Management degree is unique in the country and offers you the opportunity to develop a desirable skillset applied to a specific sector. You will gain a deep understanding of culture and its role in business communications and interactions, from team meetings, to negotiations, to marketing campaigns. Intercultural Business Communication combines the study of ‘cultures’ (national, regional, local, ethnic, religious, gender, organisational, vocational) and different forms of communication with the development of your own intercultural skills, including self-awareness, openness, curiosity, adaptability, and respect for others. You will apply this understanding of culture and intercultural communication to different areas of Marketing Management, including social media marketing, digital analytics, consumer behaviour, branding and effective market research.

Why Study with Us

Our programmes are unique. We offer the only undergraduate programmes in Intercultural Business Communication in Scotland, and the only joint honours IBC and Marketing Management programme in the UK.

As a diverse, multicultural city, attracting thousands of international students, business travellers, and tourists, Edinburgh is the perfect location to study Intercultural Business Communication.

We are the #1 modern university in Scotland (THE World University Rankings 2025) and we are a top 5 UK modern university for Career and Graduate Prospects (Guardian Good University Guide 2024).

Mode of Study:

Full-time

Duration:

Start date:

UCAS code:

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READ MORE ABOUT OUR STUDENTS

The course has lots of real-world applications which will help me after university. The staff couldn’t have been better and have been incredibly helpful through every step.

Roberto Mackenzie, Intercultural Business Communication & Marketing Management

Choose a joint degree in Intercultural Business Communication and Marketing Management, and immerse yourself in a balanced curriculum, dedicating equal time to both subjects while learning under the guidance of academic and industry experts.

In your first two years you will gain a solid understanding of core concepts and approaches in both Intercultural Business Communication and Marketing Management, and you will apply these to a wide range of ‘real world’ case studies and scenarios. This will prepare you for year 3, when you will have the opportunity to study abroad or take up a work placement in the UK. Both offer exciting opportunities to apply and enhance your grasp of intercultural business communication and marketing management and to develop your own intercultural skills. These experiences, whether work-based or through study abroad, are highly valued by employers. In your final year, you will specialise in areas of particular interest by undertaking your own research projects, including a dissertation.

This programme is led by Jane Wilkinson

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.

The most recent annual league table for Sustainability - compiled by People & Planet, the UK’s largest student campaigning network - again places Edinburgh Napier in a top 3 position among Scotland’s 19 universities. This reflects their assessment of our performance across a range of environmental and ethical considerations, which include carbon reduction and management, and education.

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'.

How you’ll be taught

You will have a range of different learning experiences throughout your degree programme, including interactive seminars, tutorials and workshops, alongside more traditional lectures. These face-to-face learning opportunities are supported by digital resources in our virtual learning envorinment.

Assessments

You will be assessed by a variety of methods, including essays, reports, projects, presentations, class tests, exams, and a dissertation or extended applied honours project in your final year.

Work placement

There is an optional supervised work placement in year 3, giving you the opportunity to gain practical experience in the Marketing sector while also developing your intercultural skills.

Study abroad

Taking the opportunity to study abroad within a network of partner institutions provides you with a range of benefits and transferrable skills, including intercultural skills.

Facilities

This course is taught at our Craiglockhart campus.

Popular modules

Introduction to Intercultural Business Communications

Intercultural Organisational Management

World History: International Contexts

Marketing Fundamentals

Consumer Behaviour

Applied Skills for Business

Intercultural Communication for the Global Workplace

Exploring Culture

Understanding European History & Politics for the 21st Century

Market Research in Practice

Marketing Campaigns & Communications

Social Media Marketing

Migration, Mobilities and Intercultural Competence

International Marketing

Brand Management

Work Placement OR Study Abroad OR Live Project

Communication in International Management

Cultural Studies: Working Lives

Digital Marketing Analytics

Applied Marketing Simulation

Dissertation OR Applied Honours Project

Disclaimer

Study modules mentioned above are indicative only. Some changes may occur between now and the time that you study.

Full information is available in our disclaimer.

English language

International students

Admissions policies

What are the entry requirements for Intercultural Business Communication and Marketing Management?

Our entry requirements indicate both Standard and Minimum qualifications with which we normally accept students. Competition for places varies from year to year and you aren't guaranteed a place if you meet the minimum qualifications.

Can you go straight into second year of university?

Advanced entry into Year 2 of this course is possible for students with suitable qualifications. See the individual year tabs for more information.

Can I make an appointment with an advisor to discuss further about the admission process?

If you want to get more information on the admission process, please get in touch with the undergraduate admissions team by submitting an enquiry form above.

Minimum year 1

Scottish Higher

Standard Entry Requirement: BBBC

Minimum Offer Entry Requirement: BCCC

You may be given an adjusted offer of entry if you meet our specified minimum entry requirements within our widening participation criteria, and outlined in our Contextual Admissions Policy. Click here for further information about our entry requirements and admissions policies.

Irish Leaving Certificate

H2, H3, H3, H3

BTEC (QCF) Extended Diploma Level 3

Minimum grades MMM (Merit, Merit, Merit).

BTEC (QCF) National Diploma Level 3

Minimum grades D*D (Distinction*, Distinction)

BTEC (QCF) National Diploma Level 3 plus A Level

Minimum grades MM (Merit, Merit).

A Level grade C

Pass, with grade C or above in the core component.

International Baccalaureate Diploma

Award of Diploma with 27 points overall with three HL subjects at grades 6, 5, 4

Scottish HNC

Other HNC subjects may be considered for year 1 entry where a C in the graded unit is achieved.

Minimum year 2

Pass HNC in Marketing, Marketing Communication or Business with grade B at SCQF Level 7 in the graded unit.

Scottish Advanced Higher

English language requirements

As all learning, teaching and assessment activities are conducted in English, if your first language is not English you must have a minimum IELTS score of 6.5 with all four elements having a score of at least 6.0

If you do not currently meet our minimum English language requirements, we offer a number of pre-sessional English language courses which could help you achieve the required level.

We welcome applications from students studying a wide range of international qualifications.

Entry requirements by country

Please note that international students are unable to enrol onto the following courses:

BM Midwifery/MM Midwifery

MSc Nursing courses

All Graduate Apprenticeship courses

See who can apply for more information on Graduate Apprenticeship courses.

We’re committed to admitting students who have the potential to succeed and benefit from our programmes of study.

Our admissions policies will help you understand our admissions procedures, and how we use the information you provide us in your application to inform the decisions we make.

Undergraduate admissions policies

Postgraduate admissions policies

The course fees you'll pay and the funding available to you will depend on a number of factors including your nationality, location, personal circumstances and the course you are studying. We also have a number of bursaries and scholarships available to our students.

Undergraduate student fees and funding information

Postgraduate student fees and funding information

International student fees and funding information

Tuition fees

Students from

Scotland

England, Wales, Northern Ireland, and Republic of Ireland

Overseas and EU

Students from England, Wales, Northern Ireland, and Republic of Ireland will be invoiced the tuition fees for 3 years of their 4 years of study.

Tuition fees are subject to an annual review and may increase from one year to the next. For more information on this and other tuition fee matters, please see our Fees and Funding links above.

If additional compulsory costs other than the tuition fees are applicable, these will be detailed in the course details.

Please note that the tuition fees liable to be paid by EU nationals commencing their studies from 1 August 2021 will be the Overseas fee rate. The University offers a range of attractive Tuition Fee bursaries to students resident in specific countries. More information on these can be found here.

Careers & employability

What can you do with a degree in Intercultural Business Communication and Marketing Management?

By studying Intercultural Business Communication and Marketing Management at Edinburgh Napier University, you will become an expert in culture and how this relates to and impacts on business communication in international, national and local contexts. As well as understanding the role of ‘national’ cultures and cultural differences in business interactions, you will learn how, for example, religion and gender shape communication, which is useful for working within a range of sectors, including Marketing. You will develop your own intercultural awareness and competence, becoming an effective team player with strong communication and problem solving skills. You will likely go on to work in the public, private and international business sectors, within roles such as marketing management, market research, digital and social media marketing, communications, intercultural training and education, international relations, human resource management, and travel and tourism.

Example entry level role...

What does a communications officer do?

As a communications officer, you will create, tailor and deliver messages on behalf of an organisation, managing internal or external communication to maintain brand reputation. You may deal with the media, draft press releases and also manage social media and digital accounts, such as the website. You will keep information flowing smoothly inside and outside of the business, dealing with strategy and tactics, as well as carrying out hands-on activities. Working in this role will mean you have excellent communication, leadership and problem-solving skills, with strong digital and writing abilities.

Daily tasks and responsibilities within this role include:

Scan the news for press clippings relating to the business

Create and schedule social media posts and content

Draft press releases for the media

Prepare presentations for stakeholders

Plan and manage projects

Monitor and analyse social media metrics and campaign metrics

Crisis management

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