Tourism is a globally important industry that offers a wide range of career opportunities. The MSc Tourism and Marketing degree at Lincoln is designed for students interested in a career in tourism as a global industry that offers a wide range of career opportunities.
The programme is designed to develop an understanding of marketing in the context of tourism. Students will have the opportunity to study a range of modules in tourism and marketing with the aim of developing an understanding of tourists as consumers and how destinations can be branded and promoted. Students will also have the chance to develop critical thinking and organizational skills, which aim to support them to become effective professional.
The programme is taught by a team of international academics. In addition, the course benefits from guest speakers, who are professionals in marketing or tourism.
How You Study
The taught element of the programme consists of seven compulsory modules and one optional module. The compulsory modules are:
Consumer Behaviour
Destination Management and Marketing
International Marketing and Customers
Marketing Communications
Research Methods and Design
Sustainability of Tourism and Events
The Visitor Experience at Cultural and Heritage Attractions
Optional modules will run as far as at least 10 students select them. Timetabling arrangements may limit the availability of modules to some students. As the options reflect staff research interests, they may alter over time due to staff availability.
Options:
Brand Management
Digital Marketing
Disaster Management
Global Relationship Marketing
Group Consultancy Project
International Entrepreneurship
Social Entrepreneurship
The Business of Aviation Management
Students then progress to undertake the final dissertation stage of the programme. The dissertation is designed to encourage innovation and diverse pathways to the final assessed product. In this respect, the dissertation is an extended project that can accommodate a range of independent work.
Contact hours and Independent Study
Each module typically consists of two or three weekly teaching hours over a teaching term of 12 weeks. You will normally study four modules per semester and therefore 8-12 hours per week.
The postgraduate level study involves a significant proportion of independent study exploring the material covered in lectures and seminars. As a general guide, for every hour in-class students are expected to spend two three hours in an independent study.
If you are planning to study the degree on a part-time basis, you will be studying two modules per term with 4-6 hours of contact time on a weekly basis.
Contact Hours
Owing to the nature of postgraduate programmes, a significant proportion of your time will be spent in independent study and research. Research students will have meetings with their academic supervisors, however, the regularity of these will vary depending on individual requirements, subject area, staff availability, and the stage of the programme. For taught programmes, weekly contact hours may vary depending on the individual module options chosen and the stage of the study.
Methods of Assessment
The way you will be assessed on your course will vary depending on the subject and the type of postgraduate programme you select. A taught programme could include a written dissertation, exams, presentations, and projects. A research programme could include a thesis, oral examination, and presentation to a group of research academics. You may be expected to demonstrate how your research findings have contributed to knowledge or developed existing theory or understanding. Please see the individual course pages to find out more.
How You Are Assessed
The main assessment method is assignments where students are expected to think critically while investigating issues in-depth, based on independent reading and research. Assignments also develop written argumentation and communication skills that are important for many careers.
Presentations aim to develop students' ability to make persuasive oral arguments and meet the needs of employers who often look for graduates with confident spoken communication skills. Other assessment methods include exams and poster presentations.
In addition to formal assessments, students have a chance to submit formative assessments that assist them in producing the final assessments. Some assessments involve group work that enables students to enhance their team working skills. All final projects - dissertation, consultancy project, start-up venture - involve a substantial piece of written work and research.
Scholarships
There are more ways than ever before to fund your postgraduate study, whether you want to do a taught or research course. For those wishing to undertake a Master's course, you can apply for a loan as a contribution towards the course and living costs. Loans are also available to those who wish to undertake doctoral study. The University offers a number of scholarships and funded studentships for those interested in postgraduate study.
Course-Specific Additional Costs
For each course, you may find that there are additional costs. These may be with regard to the specific clothing, materials, or equipment required. Some courses provide opportunities for you to undertake fieldwork or field trips. Where these are compulsory, the cost for travel and accommodation will be covered by the University and so is included in your fee. Where these are optional, you will normally be required to pay your own transport, accommodation, and general living costs.
With regards to textbooks, the University provides students who enroll with a comprehensive reading list and you will find that our extensive library holds either material or virtual versions of the core texts that you are required to read. However, you may prefer to purchase some of these for yourself and you will be responsible for this cost.
Entry Requirements 2021-22
Honors degree or equivalent.
If you have studied outside of the UK, and are unsure whether your qualification meets the above requirements, please visit our country pages for information on equivalent qualifications.
Overseas students will be required to demonstrate English language proficiency equivalent to IELTS 6.0 overall, with a minimum of 5.5 in each element. For information regarding other English language qualifications we accept, please visit the English Requirements page.
If you do not meet the above IELTS requirements, you may be able to take part in one of our Pre-session English and Academic Study Skills courses. These specialist courses are designed to help students meet the English language requirements for their intended programme of study.
Modules
Consumer Behaviour (Core)
Destination Marketing and Branding (Core)
Final Project (Core)
International Marketing and Customers (Core)
Marketing Communications (Core)
Personal Professional Development (Core)
The Visitor Experience at Cultural and Heritage Attractions (Core)
Brand Management (Option)†
Digital Marketing (Option)†
Disaster Management (Option)†
Global Relationship Marketing (Option)†
Group Consultancy Project (Option)†
International Entrepreneurship (Option)†
Teaching and Learning During Covid-19
At Lincoln, Covid-19 has encouraged us to review our practices and, as a result, to take the opportunity to find new ways to enhance the student experience. We have made changes to our teaching and learning approach and to our campus, to ensure that students and staff can enjoy a safe and positive learning experience. We will continue to follow Government guidance and work closely with the local Public Health experts as the situation progresses, and adapt our teaching and learning accordingly to keep our campus as safe as possible.
Industry Expertise
Lincoln International Business School has an experienced team of staff, which is made up of academically and professionally qualified lecturers with relevant industrial experience and finance experts with wide research interests.
The Business School hosts a series of visiting speakers each year. As part of the School, students will have the opportunity to learn from industry experts. Previous speakers have included representatives from organisations such as Deloitte, Santander, HSBC, Innocent, The Institute of Internal Auditors, and Sir David Tweedie (ex-Chairman of the IASB).
Students will also have the chance to build their skills and knowledge further with extra-curricular activities such as joining a society, volunteering, or becoming a Student Ambassador.
100 Funded Field Trip Places
As part of your global education at the Lincoln International Business School, we are offering students the opportunity to undertake funded international trips to exciting overseas destinations. Postgraduate students have the opportunity to travel to destinations in the UK, Europe, the USA, and the United Arab Emirates.
These field trips combine academic study with first-hand experiences of language, culture, and industry, allowing you to put theory into practice. We've designed themes specifically for postgraduate students that align with learning areas such as Industry (4.0), Financial Services, and Visitor Economy.
Career and Personal Development
The University Careers and Employability Team offer qualified advisors who can work with you to provide tailored, individual support and career advice during your time at the University. As a member of our alumni we also offer one-to-one support in the first year after completing your course, including access to events, vacancy information and website resources; with access to online vacancies and virtual and website resources for the following two years.
This service can include one-to-one coaching, CV advice and interview preparation to help you maximise your future opportunities.
The service works closely with local, national and international employers, acting as a gateway to the business world.
Working in Partnership
Lincoln International Business School works with students and organisations to enhance the contribution of business to society. For students, that means developing their business skills and knowledge to improve their career readiness.
The University of Lincoln is a member of AACSB, a global nonprofit association connecting educators, students, and businesses to achieve a common goal: to create the next generation of great leaders.
