Course summary

Crafting connections across cultures 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 1. 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. 2. As a diverse, multicultural city, attracting thousands of international students, business travellers, and tourists, Edinburgh is the perfect location to study Intercultural Business Communication. 3. We are the #1 modern university in Scotland (THE World University Rankings 2023) and the #1 university in Edinburgh for student satisfaction (National Student Survey 2020-2023.