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MSc Tourism Management & Marketing

Tourism Masters framework video
  • Delivery:
    Full time according to Funding Council definitions, Part-Time

This course is a conversion course, 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 organisations, 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 recognised 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.

Please watch the recorded BU Webinar 'Master’s degrees in Tourism & Hospitality'. Presented by Dr Avital Biran and Dr Barbara Neuhofer, this webinar will give you an excellent insight into each of the Master’s courses we offer.

Key information

Next start date:

September 2016, January 2017, September 2017

Location:

Bournemouth University, Talbot Campus

Duration:

12 months full-time for September start, 16 months full-time for January start (including summer vacation) or 2 years with optional 30-week placement; 2 years part-time

Accreditations:

United Nations World Tourism Organisation (UNWTO)

Relevant subjects:

All subjects considered

Entry requirements:

An Honours degree is normally required at 2.2 or above, or substantial industrial experience at senior management level. Applicants are encouraged to provide details of relevant work experience. If English is not your first language you'll need IELTS 6.0 (Academic) or above. For more information check out our full entry requirements

Course details

If you want to study part-time, the course will run for 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 they will always take place during daytime hours. You'll study with full-time and part-time students.

Core units

  • Tourism & Hospitality Principles & Practice: This unit is international in nature, drawing on examples and practices from developed and developing countries. You'll appreciate the broad study of tourism as a field in its own right.
  • Business Strategy & Finance: The foundations of strategic analysis and choices that tie into an organisation’s business decisions. This includes private, public and third sector. You'll study the corporate finance sources of organisations, reporting and interpreting financial data. This will help you understand the dynamics of the tourism, hospitality and leisure sectors.
  • Research Methods: You'll learn how to collect, analyse, interpret and present both qualitative and quantitative data. You will be able to understand the nature of research, and its associated ethics which will provide essential underpinning for your research project.
  • Marketing for Tourism & Hospitality: The principles of tourism and hospitality marketing management. You'll establish a framework on which to understand business development and marketing planning, and examine inter-relationships between customer satisfaction and marketing organisation, research planning, budgeting, marketing programmes, strategies and communication.
  • eTourism: Explore how information technology is used in the tourism, travel and hospitality sectors for destinations and organisations. You'll look at technology's contributions to strategic competitive advantage from a marketing perspective.
  • 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 analyse data and present your findings. Your dissertation will be 15,000 words, and you'll be taught about research methods.

Option units (choose one):

  • Aviation, Tourism Development & Climate Change: The role of aviation management in the planning and development of international tourism. You'll evaluate the potential barriers to growth and explore the challenges of meeting economic and environmental targets, highlighting aviation's contribution 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.
  • Creative Industries in Tourism & Events: This unit will provide an overview of the creative industries highlighting the relationship to tourism and the importance of events (such as think tanks, festivals, etc.) in the creative industries.
  • 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 & Drink: Food and drink gives us sustenance, meets our nutritional needs and forms the basis for many of life’s experiences. It's also central to the hospitality, tourism, retail and events sectors. As such, understanding our relationship with food socially, economically, politically, environmentally and technologically is valuable for strategic and operational areas of expertise.
  • Mobile Communication & Mobile Marketing: Design and evaluate innovative mobile applications for an effective marketing communication campaign. You'll learn to understand, design and evaluate mobile communication and marketing initiatives in experience-based industries.
  • 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.
  • Wildlife, Nature & Ecotourism: Investigate the philosophical influence that ‘ecotourism’ has had on a range of tourism products, as well as tourism products where aspects of the World’s ecosystems are the principal focus of the tourism experience. You'll explore the potential and limits of developing natural-based tourism products and experiences.
  • Economics for Tourism and Hospitality: This unit will equip you with in-depth knowledge of economics and data analytical skills to analyse tourism and hospitality data and assess the costs and benefits associated with the expansion of this sector. 

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 industry could be improved. The transferable skills developed will improve your performance in your future career, both as employee and manager.

Programme Specification

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.

Download the programme specification for MSc Tourism Management & Marketing.

Whilst every effort is made to ensure the accuracy of the programme specification, the information is liable to change to take advantage of exciting new approaches to teaching and learning as well as developments in industry. If you have been unable to locate the programme specification for the course you are interested in, it will be available as soon as the latest version is ready. Alternatively please contact us for assistance.

Selection criteria

Background & Experience

For Tourism Management and Marketing we are looking for applicants who:

  • Are creative and enthusiastic
  • Are able to work to tight and competing deadlines
  • Are able to work independently as well as enjoy working with other people
  • Can adapt to working with students from a diverse range of cultural backgrounds.

You should have a strong interest and passion for extending your skills and knowledge relating to tourism management and marketing, especially during the final stage of the course when you must research one topic of interest and write a dissertation on this subject.

Though you must be able to work alone, you must also have the social skills required to interact with others, as the course requires you to do group work. You should also have cultural flexibility as you will meet other students from a diverse range of cultures.

Selection Methods

This course selects candidates by looking at their applications. There are no interviews or additional selection activities and therefore we suggest that you make your application stand out from the crowd. For more information, take a look at our how to apply pages.

Full entry requirements

The normal requirements for embarking upon a postgraduate taught degree are:

  • Bachelors Honours degree, 2:2 or above or equivalent
  • For post-experience and professional qualifications, there may be additional entry requirements set by the association or institute that ultimately administers the qualification in question. The qualification description on the course information pages should tell you what these are but please get in touch with the askBU Enquiry Service if you are in doubt.

If you lack the formal academic qualifications needed to enter a postgraduate or post-experience degree, there are several alternative routes to follow - some based on experience. Contact the askBU Enquiry Service for more information.

International entry requirements

If English is not your first language, you will need to provide evidence that you can understand English to a satisfactory level. English language requirements for this course are normally:

  • IELTS (Academic) 6.0 overall  with 5.5 in all other components, or equivalent.

View further information about our English language requirements.

A number of pre-sessional English and preparatory programmes are offered through our partner institution, Bournemouth University International College, and will get you ready for study at BU at the appropriate level.

You can also find further details of the international qualifications we accept, and what level of study they apply to, on our postgraduate entry requirements page.

Placement opportunities

An exciting and valuable part of your studies with us is the opportunity to gain valuable experience through full-time paid industrial placements, for a minimum of 30 weeks. You will have the option to start your placement when the taught part of the programme finishes, usually in April (for September students) and in August (for January students).

What job roles can you expect?

Students are capable of taking on a very wide range of work; from operational to managerial in a variety of environments (hotels, tour operators, event companies, recruitment sector, finance and marketing departments).

The placement should be a paid job but voluntary work can be just as enjoyable.

What support is available?

We provide a lot of support for you to help you find work, including a block of seminars, covering topics such as writing a CV and a covering letter, completing an application form, performing well in interviews, and we also provide language support to assist you with the written elements of your applications. However, it is ultimately your responsibility to find work. The university does not guarantee that you will find a place. As you all probably know, it is hard work finding a job, and for this reason, many students change their mind once they are here, and choose a taught unit instead of doing the placement.

During your time on placement you will be supported by a unit tutor and a placement development advisor who will visit you on placement and keep in touch by phone and email.

If you chooose an optional work placement there are no additional fees.

*The above are taken from BU institutional data.

Careers

This course provides you with the opportunity to become immersed in the Faculty of Mangement 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 Management & Marketing graduates are now undertaking roles in:

  • Senior management
  • Marketing
  • Destination management
  • International airlines
  • Tour operation companies.

Industries Worked In

  • Tourism
  • Marketing
  • Hospitality.

Further Study

If you want to continue your studies after achieving your Master's, you can look into our range of doctoral programmes.

*The above are taken from Destination of Leavers from Higher Education (DLHE) and BU institutional data.

No hidden extras

Course specific material(s) included in your tuition fee:

  • A key textbook

As a student at BU we will provide many things to support you and there will also be additional costs you may encounter whilst studying at BU. The information below will help you understand our provision and what you need to budget for.

What you can expect from us

All of your teaching and assessments are included in your tuition fees, including, lectures/guest lectures and tutorials, seminars, laboratory sessions and specialist teaching facilities. You will also have access to a wide range of support and services.

  • One set of study-related consumables such as a memory stick/ DVD
  • Materials for laboratory and field-based teaching activity
  • Support for placements (UK or abroad) and fieldwork
  • A range of student services – advisors, help desks, counsellors, placement support and careers service
  • The Library – access to a wide range of electronic resources (databases, e-journals and e-books), print and multimedia collections, subject librarians and study spaces
  • IT labs (some open 24/7), wireless network, AV equipment to borrow
  • Peer Assisted Learning (PAL) scheme
  • Disability and additional learning support
  • The BU Language Centre to help you develop/improve foreign or English language skills
  • 24 hours a day, 365 days a year security team.

Costs of living and other expenses you need to consider

  • Accommodation and living costs: view our price guide
  • Text books: remember that our award-winning library is stocked with a large range of text books for all courses, as well as online resources such as industry journals, free of charge
  • General stationery and other supplies such as print and presentation materials: the Students’ Union shops stock a wide range of stationery supplies on both campuses
  • Travel to, from and between BU campuses: our bus service operates in the local areas offering a subsidised travel rate; we also have a large number of secure bike storage compounds
  • SportBU membership: check out our student membership packages, sports events, varsity teams, information about our new facilities and more on the SportBU webpages
  • Fieldwork travel, outdoor wear and footwear (where applicable)
  • Telephone and travel costs incurred when undertaking interviews for coursework/securing placements.
  • A fee will be payable towards the cost of an Educational Psychology Assessment if this is required in connection with additional learning support. BU pays for approximately two-thirds of the cost of this assessment for UK students. For more details and current pricing please visit the Students section of the website.

Repeat Units

If you need to repeat one or more units during the course of your studies, you may be required to pay additional fees equivalent to one ninth of the tuition fee per 20 credit unit.

Financial help available from BU

We offer a range of scholarships and bursaries to students who are beginning their studies at BU. Our website also provides details on living costs, budgeting and paying your tuition fees.

Course changes

The table below indicates the latest changes to this course.

Date Changes to this course Where the change was made Previous text
02/03/2016

Elective unit change. Removal of the unit Managing Organisations and addition of the unit Research Methods

Course details

Managing Organisations: Develop competence in organisational management and behaviour for a management career in the leisure sector. You'll investigate key roles and how these may be affected by operational environments and organisational structures and cultures, particularly in international and multinational organisations.

04/03/2016

A new option unit: Creative Industries in Tourism & Events

Course details

N/A
06/04/2016

A new option unit: Economics for Tourism and Hospitality

Course details

N/A

What our students say

Theodora Yebuah

It’s great to be here at BU. My course has been nothing short of an exciting roller-coaster ride. Want to know what’s great about it? The Lecturers!

Hear from our staff

Professor Dimitrios Buhalis

You’ll learn from people with first-hand knowledge, well respected in industry. We use our experience and insights to give in-depth understanding of the subject.

What our graduates think

Romona Wagner

Being able to discuss topics with lecturers who are leading experts in the field, really helps you understand what is important in the industry and how to apply this knowledge and expertise gained.

Additional information

Your career and development

Your career and development

Read about career and development opportunities and discover how gaining industry experience could help you.

International students

International students

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