MSc Tourism Marketing Management

University of Strathclyde Business School

Program Description

MSc Tourism Marketing Management

University of Strathclyde Business School

Why this course?

The MSc Tourism Marketing Management Programme offers a complete introduction to marketing management within the international tourism industry and prepares you with the knowledge and skills demanded by leading organisations worldwide. It reflects the dynamic and technologically innovative nature of contemporary marketing and you’ll gain insights into the technical and personal skills necessary to pursue a future career in tourism.

Students in this programme come from a variety of academic backgrounds, with first degrees as diverse as physics and philosophy, and they always contribute a spectrum of perspectives, as befits a world leading masters programme. Undergraduate studies in Tourism or Hospitality are not a prerequisite of this programme.

What you’ll study

You’ll study seven compulsory and four optional choice classes.

The course features a wide choice of elective subjects; many include international dimensions, reflecting the current diversity in global marketing practice. The course has many value added features including but not limited to:

  • real-life learning through our live industry project, ‘International Marketing Works’
  • high-calibre industry collaboration
  • research excellence
  • skills-based teaching

Our students are truly international with representations from all parts of the globe which further enhances the learning experience.

Leadership & team building

This is organised early in the first semester to enhance the development of leadership, teamwork and cross cultural skills. For many students, our dynamic programme provides many memorable experiences. The programme is organised in conjunction with independent specialists and provides the ideal chance to network with your colleagues and develop key management skills.

Accreditations & affiliations

Our Department of Marketing is one of the oldest, largest and best marketing departments in Europe. We’ve an international reputation for the quality of teaching and research. Our staff also as advisors to private and public organisations; some hold senior positions in the Chartered Institute of Marketing, the Marketing Research Society and other professional associations.

We’re affiliated with the Chartered Institute of Marketing and the Marketing Society.

Our courses are accredited by:

  • AMBA

Guest lecturers

World-class speakers from major International organisations give lectures on our programmes reflecting the high calibre industry collaborations of the department.

Employability & career development

The course has a dedicated careers specialist for group sessions, employability seminars, individual interviews and CV compilation and continues to support graduates for a year after graduation.

Social activities

There is a wide range of university social activities and clubs for students. The Marketing department organises its own events in addition to the programme run by the International office of the University. These include:famous student ceilidh in October with Scottish country dancing, the Marketing Works Grand Finale and Gala Dinner in June, sporting competitions and events; students also sometimes organise an end of programme celebration themselves.

Course content

The course offers a comprehensive introduction to marketing management within the International Tourism Industry. The programme is fast paced, intensive and varied. The first semester of the MSc/PgDip in Tourism Marketing Management is dedicated to the study of four core modules designed to provide you with a rigorous introduction to strategy, marketing, consumers, branding and insight into research agendas that shape how we think about the sector.

Semester 1

  • Key Skills
  • Strategic Marketing Management
  • Consumer Behaviour
  • International Marketing Research
  • Brand Management & Strategy

Semester 2

Marketing Works: Group Consultancy Project Dissertation Skills (compulsory core class)

Programme Compulsory Elective Classes

In the second semester, the focus of your studies will narrow further with three classes which will deepen your knowledge of Tourism Marketing Management and the wider Service Sector.

  • Destination Marketing Management
  • Managing Tourism Resources
  • International Services Marketing
  • Sector Studies
  • Contemporary Consumers
  • Customer Management 1
  • Customer Management 2 – Digital Marketing
  • Export Marketing
  • Integrated Marketing Communications
  • International Culture & Heritage Marketing
  • Sports Marketing in a Global Context
  • Retail Marketing Management

Summer term

  • Dissertation

Learning & teaching

A comprehensive support package is provided to enhance students' learning and to ensure maximum student benefit during their period of study. This includes, but is not limited to:

  • a package of essential texts for all core classes
  • employability seminars and career counselling
  • access to relevant databases
  • a student/staff consultative committee providing an effective mechanism for student feedback throughout the year

Students are also asked each year to evaluate the perceived value of both the quality of the teaching and the associated support package to ensure that the highest of standards are maintained.

The taught component of the course will be covered in semester 1 and 2. Both of these semesters will run for 12 weeks. At MSc level the dissertation is taken during the summer term.

The Learning and Teaching methods will vary between courses. These will include:

  • online updates
  • class discussions
  • role-playing exercises
  • case studies
  • directed reading tasks
  • guest lectures
  • student-led presentations
  • DVD/Podcast presentations
  • computer-based/experiential learning
  • self-motivated reading and research


Assessment methods vary between core and elective classes. Assessment for core classes is a combination of examinations worth 60% and assignments worth 40%. Elective classes have no examinations and are assessed in a variety of ways using essay/report based assignments worth 100%.

Entry requirements

First or second-class Honours degree, or overseas equivalent.

English language proficiency at IELTS 6.5 minimum.

Pre-Masters preparation course

The Pre-Masters Programme is a preparation course for international students (non EU/UK) who do not meet the entry requirements for a Masters degree at University of Strathclyde. The Pre-Masters programme provides progression to a number of degree options.

Fees & funding

How much will my course cost?

All fees quoted are for full-time courses and per academic year unless stated otherwise.

  • Scotland/EU

2015/16 - £9,000

  • Rest of UK

2015/16 - £9,000

  • International

2015/16 - £15,000


Where are they now?

Many of our MSc graduates are in further work or study.*

Job titles include:

  • Analyst
  • Junior Planner
  • Marketing Co-ordinator
  • Marketing Manager
  • Media Planner
  • Research Associate

Employers include:

  • Asia Pacific Research
  • Billington Cartmell
  • Gerson Lehrman Group
  • GroupM China
  • ICS Technology Co Ltd
  • The Edinburgh Woollen Mill

Based on the results of the National Destinations of Leavers from Higher Education Survey (2010/11 and 2011/12)*.

This school offers programs in:
  • English

Last updated November 8, 2015
Duration & Price
This course is Campus based
Start Date
Start date
Sept. 2017
12 months
Full time
15,000 GBP
Start date Sept. 2017
United Kingdom Glasgow, Scotland
Application deadline Request Info
End date Request Info
Duration 12 months
Price 15,000 GBP