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MSc Tourism Marketing Management

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  • Delivery:
    Full time according to Funding Council definitions, Part-Time

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 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.

Gain a more detailed insight about this course by watching our online presentation delivered by Senior Lecturer Dr Susanna Curtin.

Key information

Next start date:

September 2018, January 2019

Location:

Bournemouth University, Talbot Campus

Duration:

September: 1 year full-time (16 months with optional study exchange). January: 16 months full-time (18 months with optional study exchange), 2 years with optional 30-week work placement or 2 years part-time

Accreditations:

United Nations World Tourism Organisation (UNWTO)

Required subjects:

All subjects considered

Entry requirements:

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. For more information check out our full entry requirements

Course details

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.

Core 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 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.
  • 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 organisations 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 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 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):

  • 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 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 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 Marketing Management.

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 Marketing Management 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:

  • A Bachelors Honours degree with 2:2 in any subject or equivalent.

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 Future Students Enquiry Team 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 with a minimum of 5.5 in each component of writing, speaking, listening and reading, 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.

International students

If you choose to do a placement as part of your course

  • If you have previously studied in the UK, we will consider any study limit that may apply. We will issue your CAS according to the length of time you are entitled to under UKVI regulations (if you do not have enough time left for a work placement year, we will issue your CAS to cover your course dates only).
  • If you decide after you have enrolled on your course that you do not want to do a placement, this will be reported to the UKVI when you have successfully completed your course.

If you choose not to do a placement as part of your course

  • We will note this on your CAS and your visa will only be granted long enough to cover your taught course, excluding placement.
  • If you change your mind while you are here and decide you want to do a placement, you will need to leave the UK to make a new Tier 4 visa application for the additional year of study. You would need to pay for your return travel back to your home country, as well as the cost of a new Tier 4 student visa application.

Careers

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
  • 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.

Our lecturers

Our staff are actively engaged in research and professional practice in the retail sector which is integrated into the teaching of this course. Find out more about some of the staff and their research activities who will be teaching on this course below.

Dr Philip Alford - Programme Coordinator

Philip Alford is a Senior Academic in Digital Marketing in the Faculty of Management at Bournemouth University in the UK where he teaches a range of courses at undergraduate and postgraduate levels, including Digital Marketing for final year undergraduate, and eTourism and Marketing for Hospitality and Tourism at postgraduate level. 

Philip also works in a professional practice capacity with SMEs and micro businesses advising them on how they can develop more agile and data-driven digital marketing plans. He sits on VisitWiltshire's Board of Directors with a specific remit for advising on digital marketing - a remit that has also involved him in chairing VisitWiltshire’s Online Marketing Group. Philip extended his work with Destination Marketing Organisations when recently joined the Bournemouth Tourism Marketing Group. Philip is a visiting professor at ESSEC Business School, France where he has taught a range of marketing courses both at MBA and executive education levels. 

He also teaches courses at the Management Center Innsbruck, and Zillertal Tourism School, in Austria. Philip is leading an Erasmus-funded project which is investigating the digitisation of micro and small enterprises in tourism in the UK, Denmark and Portugal.

Dr Sean Beer - Senior Academic

Sean Beer is a senior academic with a passionate interest in the interaction between tourism, culture, food, the countryside and the food supply chain. He has considerable practical experience in hospitality, agriculture, marketing, the food supply chain and the rural economy in general, gained in family businesses and the food industry, local and international. His principal research interests include the food supply chain, consumer behaviour, rural business, society and development. On the MSc Tourism Marketing Management he leads the core ‘Business Strategy and Finance’ unit, and the optional ‘Food and Drink’ unit.

Dr Lorraine Brown - Associate Professor of Tourism

Lorraine Brown is Associate Professor of Tourism.  She has research interests in qualitative methods, the experiences of female tourists, literary tourism, and the relationships between tourism and memory. On the MSc Tourism Marketing Management she leads the placement and dissertation units, and also teaches research methods.

Professor Dimitrios Buhalis - Professor of Tourism and Head of the Department of Tourism and Hospitality

Dimitrios Buhalis is Professor of Tourism and Head of the Department of Tourism and Hospitality.  He is an internationally recognised expert in strategic management and tourism market. He has research expertise in the impact of ICT within the tourism industry, strategic tourism marketing, and the management of tourism distribution channels. He is the author of 18 books and over 100 academic papers. On the MSc Tourism Marketing Management he teaches on the ‘Tourism Marketing Innovation’ and ‘eTourism and Digital Marketing’ units.

Dr Viachaslau Filimonau - Principal Academic

Viachaslau Filimonau is a Principal Academic with research interests in sustainable mobility patterns, environmental management practices in tourism & hospitality enterprises and pro-environmental consumer behaviour. Viachaslau holds a BSc degree in Geography, a MSc degree in Environmental Management and Policy and a PhD in Tourism. On the MSc Tourism Marketing Management he teaches on the ‘Business Strategy and Finance’ unit.

Professor Adele Ladkin - Professor of Tourism Employment

Adele Ladkin is Professor of Tourism Employment. She has research interests in labour and human resources aspects of tourism and hospitality, along with and in the influences of digital technologies on the travel experience. On the MSc Tourism Marketing Management she teaches the core unit ‘The Tourism and Hospitality Industries’.

Jeff Sadd  - Lecturer in Finance 

Jeff Sadd is a lecturer in finance across many programmes within the Faculty of Management. His professional career background was in the International Capital Markets, specialising in Derivative Risk Management, working both in London and New York, where he was a Director of Derivative Trading and Management for a major U.K. bank. For the MSc Tourism Management programme, he teaches on the Business, Strategy and Finance, offering students a mix of academic and "real world" approaches to finance.

No hidden extras

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, and non-financial support whilst on placement
  • 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
  • Optional 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 (with or without attendance) 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.

Additional information

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Career development

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

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International students

We have a strong international student community. Find all the practical advice and information you need here.