The Course

Tourism is a globally important industry that offers a wide range of career opportunities. The MSc Tourism and Marketing degree at Lincoln can offer a route to a variety of pathways dependent on career aspirations through its selection of modules.

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 an 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.


  • 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.

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.

Assessment Feedback

The University of Lincoln's policy on assessment feedback aims to ensure that academics will return in-course assessments to you promptly – usually within 15 working days after the submission date.

Entry Requirements

Honours degree or equivalent.

International Students will require the English Language at IELTS 6.0 with no less than 5.5 in each element, or equivalent.

The University of Lincoln offers international students (non-EU/UK) who do not meet the direct entry requirements for a postgraduate degree course the option of completing a degree preparation programme at the university’s International Study Centre.

Program taught in:
University of Lincoln

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Last updated September 3, 2018
This course is Campus based
Start Date
Aug. 2019
1 - 2 years
15,300 GBP
International | Home/EU: £7,600
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