Intercultural Business Communication MSc

Program Overview

The MSc in Intercultural Business Communication equips you with a thorough understanding of intercultural communication theories and international business practices. This one-year course covers a range of modules, including advertising, marketing, human resource management, and research methods, preparing you for careers in international tourism, commerce, and marketing. By focusing on cultural differences and global economic environments, this program empowers you to negotiate and succeed in a diverse business landscape.

Program Outline

Degree Overview:

This course will give you a solid understanding of intercultural business communication and a range of issues related to cross-cultural business. You’ll be well prepared for a career in international tourism, commerce or marketing. Intercultural business communication deals with the study of communication in intercultural and cross-cultural business contexts. It plays a key role in the global economy and world commerce as it considers cultural differences between international business partners and clients. Typical entry points to this course are in January and September.

Outline:

This is a one year full-time course starting in September and is split up into three trimesters. You'll learn by a variety of teaching methods including lectures, tutorials and independent study. Duration: September starts: 12 months; January starts: 18 months with a three-month break over the summer (after the first taught trimester).

Modules:

• Advertising as Cultural Discourse (LNG11105)
This module considers advertising as a form of cultural discourse reflecting perceptions of society and otherness. Throughout the course the emphasis is placed on cross-cultural comparisons. It involves the following: Discussion of theoretical and methodological approaches to the analysis of advertising text and image in large diachronic studies and small samples; selection of advertising material in different historical and cultural contexts; intertextuality; representation of nationhood; construction of the 'tourist gaze' in destination advertising; use of stereotypes; language fetish in advertising discourse; impact of regulations on advertising creativity and production.
• Business Skills for Tourism, Hospitality and Event Management (TSM11121)
The module covers the various issues involved in the planning, development and management of those events specifically designed for the tourism industry. Specifically, the module considers the sources of funding, budgetary and other financial issues associated with planning and managing an event for tourism; it examines the people skills, quality issues, employment contracts and other human resource development concerns that need to be taken into account by events managers and organisers within the tourism industry; it addresses logistical issues such as crowd control, venue selection, staging and lighting which must be addressed in event management for tourism; it considers the various aspects of risk management for events designed for tourism, specifically the financial, legal and ethical safeguards required.
• Case Studies in International Tourism (TSM11105)
• International Cultural comparison• Case Study method and comparative research methodologies• Tourism and Development• Tourism planning and policy• Competitiveness and responsible tourism development; • Ethical issues in international tourism• Cross-cultural behaviour in tourism• Global issues and value analysis.
• Contemporary Human Resource Management (HRM11101)
The module starts with a brief introduction to developing theory and current models of HRM, providing a framework for more detailed consideration of key operational areas: resourcing, development, performance management & reward, and the management of the employment relationship to minimise conflict and encourage employee engagement. Current issues such as work life balance and the management of diversity are given particular focus
• Developing Intercultural Competence in the Workplace (IBC11102)
This module begins with a discussion of the cultural diversity phenomenon, a day-to-day reality that brings both challenges and opportunites to today?s workplace. Approaches adopted by practitioners to managing cultural diversity will be critically examined and compared, with a particular emphasis on intercultural team-building. Perspectives and insights will be drawn from relevant disciplines, such as intercultural communication, cross-cultural management and education. Participants will consider ways of cultivating their own intercultural competence as well as facilitating others? intercultural competence development especially in work-based contexts. Participants are encouraged to collaboratively create a peer-supported learning environment and reflect upon their own intercultural learning in this environment.
• Dissertation (TBS11130)
Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination. Individual research, production of a dissertation, reflection on work undertaken.
• Global Economic Environment and Marketing (SOE11129)
The global economy, the concepts of markets and their structures; government policies and their impact on businesses; cross country cultural differences their impact on global business decision making; the global marketing concept and strategy planning; the marketing environments and consumer & organisational buyer behaviour; ethics and responsible marketing; marketing research and international market segmentation; managing the international marketing mix & brand development
• Global Marketing (MKT11104)
• Introduction to Global Marketing - A Strategic Perspective The Strategic Marketing Process and Global Marketing Challenges The Global Trading Environment The Social and Cultural Diversity and Complexity of Globalisation Global Market Research and Opportunity Analysis Globalisation and Market Entry Strategies Global Product and Service Marketing Global Channels of Communication Pricing for Global Markets The Management of Global Distribution and Logistics Global / International Niche Strategies for Small and Medium Size (SME) Organisations Sustaining Competitive Advantage in a Global Environment
• Intercultural Business Communication (IBC11101)
This module will provide you with a thorough understanding of specific theories ofculture and communication, cultural systems and dimensions offered by majorintercultural researchers and the critiques they have received in order to contribute toa more widening debate of intercultural theory and research. Taught sessions willaddress the notions of culture and intercultural business communication, andtheoretical frameworks about cultural systems, cultural complexity and acculturation.There is also one session devoted to an intercultural workshop that helps yourehearse, through practical activities, the input from the previous taught sessions.
• Marketing Communications (MKT11101)
Communications theory, stakeholders, decision making process, integrated marketing communications, marketing communications planning, budgeting & evaluation, advertising, sales promotion, public relations, sponsorship, direct marketing, personal selling, exhibitions, packaging, online communications, b2b communication, internal communications
• Organisational Change and Management (HRM11118)
It covers two broad areas, namely: 1. Organisational Behaviour: attitudes; perception; motivation; groups and teams; leadership; management of transformational change; power, politics and conflict; and 2. Managerial Process and Skills: activities designed to develop skills relating to the management of people, including corporate social responsibilityBy the end of the module you will have developed an appreciation of the dynamics of working organisations in a rapidly evolving business environment by planning and carrying forward system-wide change programmes.
• Principles and Practice of Marketing (MKT11108)
The module is essential to anyone wanting to work in business and / or marketing. Throughout the module we will analyse the principles and practices of marketing with a focus on their practical application. The module covers:1. Marketing environment2. Marketing Strategy and objective setting3. Marketing communications4. Understanding Products5. Pricing strategies6. Logistics and distribution7. Services marketing8. Sustainability9.
• Research Methods (SOE11131)
Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.
• Skills for Success (TBS11108)
Module is designed to ensure all TPG students are equipped with a longitudinal induction which ensures ‘How to be here’ foundation moves through Professionalism in classroom and beyond to Careers awareness and guidance as part of pass/fail attended module. This ‘levelling-up’ will provide an enhanced student experience for those with identified skills gaps, and provide more skills balances for all students within individual cohorts
• Understanding Language in the Global Workplace (IBC11103)
Sapir Whorff (see Hua 2004 (ed. )), representations of language, such as how it plays the role of a game (e.g. Saussure, Wittgenstein), the importance of dialogue and conversation in creating meanings (e.g. Bakhtin), different ‘formal levels of language used in different media and text types, or genres (e.g. Swales) and how to analyse writing and speaking, or discourse (e.g. Fairclough). The module content also considers the role of language in culture (e.g. Scollon and Scollon), different cultures (or ethnographies) of communication (e.g. Dell Hymes), and theories of translation (e.g. Werner and Campbell (see Cortazzi et al, 2011)) and interpreting (e.g. Vermeer (See Cortazzi et al, 2011)). The seminar format will allow for a discussion of these aspects, in particular how they apply to written and spoken texts taken from professional contexts. We will reflect on and critically evaluate how language is used, focusing on the impact and influence language has. Both the theory and practice will help you to be aware of the effect of language usage choices you hear and read, and also the language usage choices you make when you speak and write yourself. This will help you to be more effective in your professional career (Usunier, 2011).

Teaching:

You'll learn by a variety of teaching methods including lectures, tutorials and independent study.

Careers:

Opportunities in international tourism, commerce and marketing and also human resources, where trained professionals are required to negotiate business ventures with overseas clients and markets and train and support international workforces. You could also progress to further academic study on a higher research degree. Careers for those having studied the MSc in Intercultural Business Communication often go into Marketing or Human Resources related areas such as: International Officer Human Resource Management Global Marketing

Other:

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. 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. 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.

Tuition fees for 2024/25 Students from 2024/25 2025/26 Scotland, England, Wales, Northern Ireland, and Republic of Ireland £8,715 £tba Overseas and EU £18,800 £tba 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. The discount can only be applied to year one of a full-time Postgraduate degree, any additional years are exempt from the discount. For part time Postgraduate degrees the discount will apply to years one, two and three only and any additional years will be exempt from the discount. 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. View Tuition Fees for 2025/26 Please note: The discount for Edinburgh Napier alumni can only be applied to year one of a full-time Postgraduate degree, any additional years are exempt from the discount. For part time Postgraduate degrees the discount will apply to years one, two and three only and any additional years will be exempt from the discount.