This course is a conversion course (meaning it is intended for students who have not studied the subject previously). It is ideal for graduates who would like to change subjects or career direction.
The course aims to establish your understanding of the principles of tourism marketing management, providing you with a framework to understand business development and marketing planning. Specifically, it examines the relationships between the customer experience and marketing organizations, research planning, budgeting, marketing strategies, and communication.
You'll develop a critical understanding of contemporary issues in marketing and the ability to question current marketing patterns and trends. In that context, attention is given to the use of IT and social media in destination management and marketing.
The speed of change in the global tourism and hospitality industries means that students need to be kept abreast of contemporary issues. This is achieved through our close links with industry and an opportunity for students to engage in a full-time work placement.
This course is delivered by a team of research-active, internationally recognized experts with a wide range of industry and academic experience. These include, Dr Philip Alford who specialises in the use of emerging digital technologies, Professor Philip Long who focuses on the connection between international films, television and tourism and Professor Dimitrios Buhalis who is known for his work on technology in tourism research, practice, and education and is one of the most cited authors in the world on tourism marketing. This ensures that discussion in lectures and seminars is informed by both cutting-edge research and practice.
A Bachelors Honours degree with 2:2 in any subject or equivalent. If English is not your first language you'll need IELTS 6.0 (Academic) or above.
If you want to study part-time, you’ll study alongside full-time students over two years. You'll be expected to study a minimum of three units per year, along with your dissertation towards the end of your second year. The timetable for when units take place varies each year but the typical delivery for one unit is four hours a week, split between two sessions, so you will be required to be on campus at least two days a week. We can work with you to consider the timetable and make an appropriate individual plan in terms of which order to study which units.
- The Tourism & Hospitality Industries: This unit will provide you with a comprehensive appreciation of the tourism and hospitality business ecosystem. Based on Leipier’s tourism system, the module analyses the value chain of the industry and examines the role of each stakeholder in the tourism and hospitality value system and identifies linkages, interrelations, and collaboration requirements. The unit will be delivered through a series of industry guest lectures.
- Business Strategy & Finance: The foundations of strategic analysis and choices that tie into an organization’s business decisions. This includes private, public and third sector. You'll study the corporate finance sources of organizations, reporting and interpreting financial data. This will help you understand the dynamics of the tourism, hospitality and leisure sectors.
- Tourism Marketing Innovation: This unit will provide you with the academic knowledge and professional skills to not only study marketing innovations but also apply them in an industry context through the globally renowned Google Online Marketing Challenge.
- eTourism & Digital Marketing: Technology and digital competence determines the competitiveness of tourism and hospitality organizations and destinations. This unit examines the latest developments in technological revolutions and applies them to the tourism and hospitality industries.
- Destinations: Contexts for Tourism & Hospitality: Placing the tourism destination at the heart of the discussion, this unit explores the physical, conceptual and administrative spaces in which tourism and hospitality activities occur, and as such provide the context for an exploration of the complex and interrelated activities of tourist activities. The unit will be international in nature, drawing on examples and practices from developed and developing nations.
- Dissertation: An opportunity to study a subject in-depth, showing your understanding of it. The dissertation is the conclusion of your learning experience, where you'll carry out a research project. You'll use appropriate research methodology to collect and analyze data and present your findings. Your dissertation will be 15,000 words, and you'll be taught about research methods.
Option units (choose one):
- Air Transport & Tourism: The aim of the unit is to develop your awareness of the role of aviation management in the successful planning and development of international tourism. It will evaluate the potential barriers to continued growth and explore the conflicts and challenges of meeting both economic and environmental targets, highlighting the contribution of aviation to greenhouse gas emissions (GHG).
- Conference Tourism: Here, you'll reflect on the conference sector's growth, and examine its present state by identifying the size, value, trends, and growth of major conference destinations throughout the world. You'll also suggest how destinations and venues can develop a better conference product.
- Crisis & Disaster Management: You'll develop a systematic understanding of the unique needs and critical resources that exist within key sectors and activities of Tourism, Hospitality, and Events. You'll complete a number of strategic and tactical planning exercises aimed at addressing the need to integrate tourism and events within risk reduction, response and recovery strategies.
- Design for Tourism & Hospitality: This unit addresses the role and significance of design in and for the tourism and hospitality industries at the level of individual businesses and organisations or sites and events. It considers the design of tangible and intangible objects or ‘things’ such as buildings (exteriors and interiors), maps and guides, souvenirs, live events, corporate identities, business processes, and servicescapes
- Entrepreneurship: The process of creating a new entrepreneurial venture, and funding sources for new and upcoming entrepreneurs. There's a focus on identifying and evaluating entrepreneurial opportunities. Entrepreneurial development may cover a single entity, a further investment by a portfolio entrepreneur, a management buy-out, a spin-out or a venture in an existing organisation.
- Food Design & Marketing: You will develop an understanding of the broad context of food design and marketing. The unit focuses on food in terms of its aesthetics, the processes and tools used in, and the spaces where food is, prepared, distributed and consumed and how these are promoted and communicated to the consumers with an emphasis on consumer behaviour towards food.
- Global Food & Drink: The unit will provide an in-depth analysis of the role of food and drink in the international hospitality, tourism, retail, and events business environment. An understanding of the nature of our relationship with food socially, economically, politically, environmentally and in terms of technology is a valuable addition to other strategic and operational areas of expertise.
- Sport Tourism: Learn about the features of sport tourism and the changing demands for it, along with its supply structures and impacts on and responses from sport and tourism providers. You'll explore how sport, tourism and events interact.
- Tourism & the Media: This unit will develop your ability to critique and apply media theories, practices and discourses in relation to tourism.
- Tourism Culture & Society: The unit explores the principles, concepts and practices of tourism from the perspective of social science and cultural studies theories. More specifically, the unit discusses the contributions of social science disciplines in understanding the multiple dimensions and manifestations of tourism globally.
- Tourism Management & the Natural Environment: You’ll critically reflect upon the significance and impact of tourism on a variety of ecosystems; the use of animals in tourism, the ways in which tourism can be successfully managed to ensure it contributes to the goals of biodiversity and conservation; and the relationship between climatic changes and tourism development.
Please note that option units require minimum numbers in order to run and may only be available on a semester by semester basis. They may also change from year to year.
Optional Work Placement
The placement is intended to foster personal and professional development and to help you to make a connection between academic learning and the working world. You should consider how a range of management theories can be used, and if management in the industry could be improved. The transferable skills developed will improve your performance in your future career, both as employee and manager.
Programme specifications provide definitive records of the University's taught degrees in line with Quality Assurance Agency requirements. Every taught course leading to a BU Award has a programme specification which describes its aims, structure, content and learning outcomes, plus the teaching, learning and assessment methods used.
This course provides you with the opportunity to become immersed in the Faculty of Management and gives you a unique opportunity to mix with a diverse range of nationalities. This will increase your intercultural competence, which is vital preparation for working in a mixed-nationality workforce or dealing with a mixed-nationality clientele.
Some of our Tourism Marketing Management graduates are now undertaking roles in:
- Senior management
- Destination management
- International airlines
- Tour operation companies.
Industries Worked In
If you want to continue your studies after achieving your Master's, you can look into our range of doctoral programmes.
About the School
Our university has come a long way in a short amount of time and we currently have more than 17,000 students of which 1,500 are international students from around 130 countries.