ObjectivesThis MSc programme is designed to provide the skills required to pursue a career in marketing a tourism product. The modules are designed to incorporate established principles of marketing as well as current specialist issues. Basic understanding of the Marketing Concept leads to opportunities to apply theory to a wide variety of tourism situations. On completion of the programme, participants will have an opportunity to be at the forefront of the latest tourism marketing thinking and practice, as well as having the relevant skills to study customers and the environment in which tourism marketing is conducted, communicate effectively with the other departments within organisations and formulate plans that are appropriate for specific tourism products. This programme will enhance the career prospects of participants by providing an internationally recognised, transferable qualification.
Entry requirementsTypical entry requirements Applicants should usually hold a bachelors degree (UK Lower Second/2.2 or above) or equivalent qualification from a recognised British/overseas university. Every applicant is assessed individually on their own merit. Higher level professional qualifications may also be accepted. Relevant work experience could be an additional benefit where applicants have not reached the standard entry requirements, although it is not an admissions requirement for this particular degree programme. Candidates for whom English is not their first language will normally be required to have taken an English language test and achieved a score of either TOEFL 550 or above, IELTS 6.0 or above, or Cambridge Advanced Certificate in English Grade C or above. This test must have been taken within two years prior to the start of the programme you are applying for. The School also assists students whose first language is not English through close cooperation with the University's Language Centre.
Academic titleMSc/PGDip/PGCert in Tourism Marketing
Course descriptionMSc/PGDip/PGCert in Tourism Marketing Module overview
This programme consists of six compulsory modules, two modules from a range of elective modules, and a dissertation.
Compulsory Modules
Marketing Communication
This module is designed to provide students with a comprehensive framework for understanding marketing communications at both strategic and operational levels within various contexts. The module introduces students to the concepts, issues, theory and practice of marketing communications.
Research Methods Introducing the process of research project formulation and the key elements of research design, this module should prepare students to design and execute their research study for their dissertation in a systematic and scientific manner.
Tourism Management
The aim of this module is to explore the functions of management within the tourism industry, showing how tourism has evolved as a business, how the tourism industry is structured and how tourism businesses operate.
Tourism Services Marketing
This module is designed as an introduction to marketing module. The module is divided into two distinct elements: firstly, the principles of marketing are covered, and secondly, the tourism-specific application of marketing is analysed.
Tourism Social Sciences
This module examines the contribution of social science to the understanding of tourism and aims to develop an understanding of the complexities of tourism as an industry and social phenomenon.
Tourism Strategy
The aim of this module is for students to understand, apply and critically evaluate strategic analysis for tourism organisations and destinations, through the examination and analysis of particular tourist organisations and destinations.
Elective Modules
Destination Management and Marketing
In today's changing international tourism marketplace, destinations must develop and use competitive advantages. This module helps develop an appreciation of the basic concepts and techniques involved.
Financial Management
This module provides the foundations for understanding, analysing and interpreting financial information, and enables students to apply accounting principles and financial theory across management disciplines and organisations.
Managing Tourism Distribution and Intermediaries
This module develops an appreciation of the nature and functions of contemporary distribution systems and intermediaries in tourism, together with knowledge of cutting-edge developments, trends and challenges in this area.
Marketing Research
This module focuses on the critical aspects of marketing research theory and practice to support and improve marketing management practice in an international context.
Sustainable Tourism
Tourism can only exist in the long term upon a sustainable resource base but also faces short-term demands for profits in a challenging market. This module investigates its evolution, growth and future, and the complexities involved.
Tourism Development
This module examines tourism policies, tourism development plans and regulatory mechanisms in a variety of locations and political structures internationally.
Visitor Attraction Management
This module applies the core learning of the programme, including management, economics, finance and organisational behaviour, to the specifics of visitor attraction management.
Programme length
12 months full-time, up to 72 months part-time