The growing competition in the tourism industry with the emergence of new destinations and markets, the intangible nature of tourism experiences and on-going technological innovations creates increasing challenges for tourism marketing. This course reviews the range of key issues and developments in the tourism industry with particular focus on the relationships between tourism, marketing and media. Thus, providing graduates with the tools to develop their career and become leaders in an ever changing business environment.
An honours degree is normally required 2.2 or above, or substantial relevant industrial experience at senior management level. Applicants are encouraged to provide details of relevant work experience.
The course aims to establish your understanding of the principles of tourism marketing management, providing you with a framework upon which 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.
Tourism & Hospitality Principles & Practice
The unit will be international in nature, drawing on examples and practices from both developed and developing countries and in addition will provide you with an appreciation of the broad study of tourism as a domain within its own right.
Business Strategy & Finance
You will develop an understanding of the foundations of strategic analysis, choice and the implementation strategies that usually tie into an organisation’s business decisions (Private, Public and Third Sector). This includes a study of Corporate Finance in terms of an organisation’s sources of finance, reporting and the interpretation of financial data that is fundamental to the broader understanding of the dynamics of the tourism, hospitality and leisure sectors.
You will identify issues and appropriate measures relating to effective managerial performance in a complex operating environment. The unit seeks to develop competence in the areas of organisational management and behaviour appropriate to the development of a career in management within the leisure sector. The unit focuses on the ‘effective manager’ by investigating key roles and functions and how these may be affected by operational environment, organisational structure and culture, particularly within international and multinational organisations.
Marketing for Tourism & Hospitality
Evaluate the effectiveness of marketing organisation, programmes and strategies, and implementation plans in tourism and hospitality organisations. This unit aims to develop an understanding of the study of the principles of tourism and hospitality marketing management so as to establish a framework upon which to understand business development and marketing planning. Specifically, the aim of the unit is to examine the inter-relationships between customer satisfaction and marketing organisation, research planning, budgeting, marketing programmes, strategies and communication.
This unit aims to explore the strategic and operational use of information technology in the tourism, travel and hospitality industries for both destinations and organisations. It examines the contribution of technology to strategic competitive advantage from a marketing perspective and explores the range of available technologies. It also explains how they can contribute to the operations and competitiveness of organisations.
The dissertation, which is underpinned by a research methods unit, provides you with the opportunity to study a subject in-depth. The resulting piece of work is a 15,000 word dissertation, showing your extensive understanding of the topic. The dissertation is the culmination of your learning experience on the programme, requiring the development of the intellectual capacity to plan and carry out an academically-sound research project, involving the use of an appropriate research methodology to collect and analyse data, a critical treatment of the relevant literature and well-presented findings.
Choose one unit from the following:
Aviation, Tourism Development & Climate Change
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).
This unit encompasses the key components of conference tourism. It will reflect on the growth of the conference sector, and will examine the conference sector in its present state, identifying the size, value, trends and growth of major conference destinations throughout the world, and will suggest ways for destinations and venues to develop a better conference product.
The aim of the unit is to understand the process of creating a new entrepreneurial venture along with sources of funding available to nascent and novice entrepreneurs when starting their new entrepreneurial ventures. Strong emphasis is placed upon the identification and evaluation of entrepreneurial opportunities. Entrepreneurial development may cover a single entity, a further investment by a portfolio entrepreneur, a management buy-out, a spin out or an entrepreneurial venture within an existing organisation.
Food & Drink
Food and drink is the basis of life: it provides sustenance, fulfils nutritional requirements, is enjoyable, forms the basis for many of life’s experiences and is central to the hospitality, tourism, retail and events industries. As such, an understanding of the nature of our relationship with food socially, economically, politically, environmentally and in terms of technology is a valuable adjunct to other strategic and operational areas of expertise.
Mobile Communication & Mobile Marketing
Design and critically evaluate innovative mobile applications that enhance the effectiveness of a marketing communication campaign. This unit aims at providing you with the necessary theory and tools for understanding, designing and evaluating mobile communication and mobile marketing initiatives in the experience-based industries. Mobile platforms, delivering effective highly localized and contextual content, are no longer an option but a requirement for successful marketing campaigns. The unit will help you to critically handle mobile marketing and mobile communication projects.
In this unit you will develop an understanding of the nature, diversity and features of sport tourism, while developing an understanding of the changing demands for sport tourism, the supply structures and an examination of its impacts and responses of both sport and tourism providers. It will critically explore the unique interaction of sport, tourism and events.
Wildlife, Nature & Ecotourism
This unit critically appraises the philosophy and practice of wildlife, nature and ecotourism.
Potential roles for graduates include senior management and marketing roles in destination management and marketing organisations, regional, national and international airlines, tour operation companies, marketing research and branding agencies, and consultancies. Our graduates hold positions in tour operations and travel agencies, airlines, the cruise industry, hotel chains and government tourism ministries.
Alumni include the Head of Research for the Ministry of Tourism in Slovenia, Government official in the Peruvian Tourism Ministry and PR Officer for The Advanced School of Tourism in Greece.
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