Structure and Content
The MSc consists of eight taught modules over two 15-week semesters plus a 15,000-word dissertation over the summer.
Autumn Semester modules:
Contemporary Issues in Marketing: An intensive module focusing on hot topics in the marketing area. There are field visits and guest lecturers.
Principles of Tourism Management: A general introduction to the tourism industry and its marketing and management, setting the context for the programme with a focus on contemporary issues.
Research Techniques and Applications: This module focuses on doing client-based market research and includes a live project for a University client.
One Specialist Option: Among the options currently offered are:
* Event Management
* Sport Marketing
* Small Business Marketing
* Sustainable Tourism
* Marketing Communications
* Consumer Behaviour
Spring Semester modules:
Destination Marketing and Management: Examines how destinations are created and the marketing and management issues this poses for the tourism industry globally.
Research Evaluation and Design: This module concentrates on academic scholarly research. It involves critiquing published research, a poster session in which you present ideas for your dissertation and is followed by a full research proposal.
A Self-directed Tourism Marketing Topic: This module is a self-directed topic of your choosing which is assessed by coursework and is supervised by staff in an interactive manner.
One Specialist Option: As detailed in list above.
Delivery and Assessment
The taught modules of the MSc programme are delivered using a variety of teaching methods. In addition to lectures and tutorials, the programme makes use of case studies, role playing, computer simulations, fieldwork exercises, site visits, guest speakers and company projects.
Much of the programme is assessed on the basis of continuous assessment, which may take the form of research reports, essays, briefings, management reports, case analyses and presentations, in various combinations. Assessed work is often conducted in groups, as developing teamwork and communication skills are seen as an important part of the programme.
A wide range of career opportunities exist internationally in tourism, hospitality and the wider service industries because the sector is forecast to continue to grow in its demand for skilled employees. Career opportunities exist at different managerial levels within the service industries and the demand for employees with good skills and qualifications is high. This MSc has been developed with both the workplace and the future skills needs of graduates in mind. It is both relevant and focused upon the need for marketing-focused skills that can interact with a wide range of businesses. The qualification has strong emphasis on transferable skills which employers value highly in the international market place.
The opportunities span the visitor attraction sector, transportation, hospitality, operations management in the service sector, as well as in many associated industries which require a wider understanding of how tourism operates, is managed and how a marketing perspective can add value to the tourist experience.