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Tourism Marketing (MSc-Postgraduate Diploma)

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  • Objectives
    There is a growing requirement for staff with a generic understanding of tourism and marketing, especially the tourist as a consumer. The MSc in Tourism Marketing provides you with an understanding of the concepts and systems underlying marketing processes in tourism and equips you with the necessary practical and analytical skills to work in the tourism sector or other areas of business. The programme has a unique blend of academic content and practitioner input including industry-focused and based assessment. The specific objectives of the programme are to provide graduates with the ability to: table Critically evaluate published research in tourism Evaluate research proposals and research designs produced by market research companies for tourism bodies Design and implement your own research, for consultancy and for scholarly research Produce management reports that are professional in standard Write in a manner that is suitable for publication Make effective presentations that use the latest technology Operate effectively and persuasively in teams and in situations where negotiation skills are required Apply the very latest thinking in tourism and marketing, integrating theory with practice Design, plan and implement effective tourism marketing strategies Utilise tourism information for marketing decision-making at strategic and operational levels
  • Entry requirements
    Entrance Requirements A good Honours degree (or equivalent professional qualification) in business and management related subjects. Candidates with a very good Honours degree in other disciplinary areas, or mature non-graduate applicants with an appropriate level of relevant managerial experience, may also be considered for entry to the programme.
  • Academic Title
    Tourism Marketing (MSc/Postgraduate Diploma)
  • Course description
    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.

    Career Opportunities

    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.

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