MSc International Tourism Marketing

Postgraduate, Full-time

International Tourism Marketing MSc



With a thriving tourism industry, Edinburgh is a great place to explore tourism marketing and gain the skills to successfully market tourism

Overview

With its rich history, abundance of attractions and world-famous festivals, Edinburgh is a popular destination for travellers and tourists from all over the world. Tourism-based businesses flourish here, many of them with international connections, making it an ideal place to study MSc Tourism Marketing.

This advanced degree will equip you with the knowledge you need to successfully market tourism destinations and products worldwide and contributes towards professional accreditation with the Institute of Hospitality.

With its rich history, abundance of attractions and world-famous festivals, Edinburgh is a popular destination for travellers and tourists from all over the world. Tourism-based businesses flourish here, many of them with international connections, making it an ideal place to study MSc Tourism Marketing.

This advanced degree will equip you with the knowledge you need to successfully market tourism destinations and products worldwide and contributes towards professional accreditation with the Institute of Hospitality.

View of Edinburgh city

Mode of Study:

Full-time (available as Part-time)

Duration:

1 years

Start date:

SepJan


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Course details

You’ll develop organisational and business skills that focus on the marketing aspects and implications of tourism.

Through lectures, guest speakers and case studies, you’ll develop an advanced understanding of the issues and concepts involved in marketing tourism products and experiences.

You’ll learn broad skills, such as formulating policy and planning for the future, as well as developing your abilities in research, time management and presentation methods.

  • calendar How you’ll be taught

    This is full-time course and is split up into three trimesters. You can choose start in September or January. You’ll learn by a variety of teaching methods including lectures, tutorials and independent study.

    Duration:

    • September starts: 12 months
    • January starts: 18 months with a three-month break over the summer (after the first taught trimester)
  • note and pen Assessments

    You will be assessed in the following ways for this course: report writing, essays, project, exams, oral presentation, portfolio, dissertation.

Modules

Modules that you will study* as part of this course

Business Skills for Tourism, Hospitality and Event Management ( TSM11121 )

The module covers the various issues involved in the planning, development and management of those events specifically designed for the tourism industry. Specifically, the module considers the sources of funding, budgetary and other financial issues associated with planning and managing an event for tourism; it examines the people skills, quality issues, employment contracts and other human resource development concerns that need to be taken into account by events managers and organisers within the tourism industry; it addresses logistical issues such as crowd control, venue selection, staging and lighting which must be addressed in event management for tourism; it considers the various aspects of risk management for events designed for tourism, specifically the financial, legal and ethical safeguards required.

Further information

Case Studies in International Tourism ( TSM11105 )

• International Cultural comparison
• Case Study method and comparative research methodologies
• Tourism and Development
• Tourism planning and policy
• Urban and Rural tourism systems;
• Competitiveness and responsible tourism development;
• Ethical issues in international tourism
• Cross-cultural behaviour in tourism
• Global issues and value analysis.

Further information

Contemporary Issues in Festivals and Events ( TSM11123 )

This module provides a varied and stimulating programme of study that enables you to understand and appreciate the extensive range of contemporary issues facing festival and event organisations across the world; and to critically examine research and emerging themes in the study of festivals, events and related areas. The module moves beyond the business and marketing-driven approaches of events management towards a more conceptual analysis and understanding of events from a socio-cultural perspective.
The module will examine junctures between the social sciences and the field of festivals and events. It applies and contextualises theories within the discourse of events to provide a greater understanding of the significance of events in contemporary society. Studying this module provides you with a structured and detailed examination of issues pertaining to, for example, event tourism, festival and events in society, events ritual and performance, consumption, place and representation, social movements, and mobilities; along with emerging trends such as ‘pop-up’ events, the sharing economy, and changing demographics. Moreover, it enhances your ability to critically review the influences of such issues and trends upon the international festivals and events industry.

Further information

Contemporary Issues in Hospitality Management ( TSM11107 )

Demographic changes and trends in consumer demand and expectations. The increasing role and influence of social media. The pervasive impact of globalisation. New growth sectors such as couchsurfing, pop up hospitality, Air BnB, serviced apartments, Changes in operating patterns, supply chains, management contracts. The industry’s relationship with the environment and issues of sustainable development. Hospitality as an ethical practice. Emerging marketing strategies and distribution challenges. Harnessing the full potential of the information and communication technologies. The changing nature of the hospitality workforce; education and training issues.

Further information

Destination Marketing ( TSM11120 )

Introduction to marketing concepts
Marketing tourism products and destinations
Hospitality and Events marketing
Destination image and branding
Semiotics of promotional materials
Marketing research, planning and audits
Consumers and consumption in tourism
Marketing communication strategies: from brochure to the web
Creating strategic marketing plans
Popular media and digital marketing

Further information

Developing Intercultural Competence in the Workplace ( LNG11120 )

This module begins with a discussion of the cultural diversity phenomenon, a day-to-day reality that brings both challenges and opportunites to today’s workplace. Approaches adopted by practitioners to managing cultural diversity will be critically examined and compared, with a particular emphasis on intercultural team-building. The module content then focuses on intercultural competence, an element that is central to the intercultural team-building agenda. Perspectives and insights will be drawn from relevant disciplines, such as intercultural communication, cross-cultural management and education. Participants will consider ways of cultivating their own intercultural competence as well as facilitating others’ intercultural competence development (especially in work-based contexts). To facilitate the exploration of these two areas, participants will engage with theories and practices in intercultural training in a peer-supported learning environment and reflect upon their own intercultural learning experience in this environment.

Further information

Direct & Digital Marketing ( MKT11105 )

Theory, principles and practice of Direct Marketing and Digital Marketing (D&DM). Major issues facing practitioners in these areas: D&DM as communications tool, distribution channel or system of marketing; the extent to which Digital Marketing challenges current Marketing paradigms and business models; changes in consumer behaviour and customer control with digital media and in D&DM strategy; the place and integration of D&DM in the marketing communications mix; the development of Digital marketing media; data quality and data protection issues both in Europe and other major markets; segmentation, targeting and profiling in D&DM; retention, loyalty and Customer Relationship Management; the role and effectiveness of database marketing in D&DM; customer acquisition; branding and responsiveness; the roles of testing and research; control, measurement and evaluation of effectiveness and efficiency; relationships to marketing and business planning; international marketing issues in D&DM. Media include direct mail, telemarketing, direct response advertising in conventional media, web, mobile and broadcast digital media.

Further information

Dissertation ( TSM11130 )

Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination. Individual research, production of a dissertation, reflection on work undertaken.

Further information

Experience Design and Management for Tourism, Hospitality and Events ( TSM11114 )

This module involves applying theoretical perspectives to develop skills and techniques in tourism, hospitality or events. The module allows students to build work-based skills in tourism, hospitality and/or event management that are underpinned with relevant theory. It facilitates a critical understanding of how the core elements of tourism, hospitality and events contribute to their effective and coherent design; and how consumer experiences can be managed.
The module opens with an introduction to key design and experience theories and concepts such as: the experience economy; service encounters; experiencescapes; the tourist gaze; co-creation; and symbolic interactionism. The application of these to tourism, hospitality and events is then considered. Concurrently, students examine key management functions and consider these in the context of specific tourism, hospitality or events in an authentic experiential setting. Particular attention is paid to manager and critical consumer perspectives in specific tourism, hospitality and event design settings.

There are two assessment components. Assessment 1 has two elements. Element 1 requires students to draw upon theories discussed in the module to respond collaboratively to an experience design brief by producing and presenting a proposed tourism, hospitality or event experience in the form of a group oral presentation. The second element of Assessment 1 requires students to write a reflective and evaluative essay.

Assessment 2 requires students to consume a selected tourism, hospitality or event experience in real time, then to critically review and evaluate the design and management of that experience in the form of either a written or online portfolio.

Further information

Festival and Event Management ( TSM11124 )

This module critically engages the students allowing them to consider both the socio-cultural role and economic impacts of international festivals and events, for organisations, policy makers, regions or localities. The module will cover a range of festivals and events within an international context. Major multi-arts, sporting and religious events such as the Edinburgh Festival, Commonwealth Games or Mela's to small localised festivals and one-off events will be critically explored and the audiences for each type of event examined and evaluated. How some festivals and events, not aimed at tourists, have become tourist attractions in recent years will also be explored and challenged . Consideration will also be given to current issues and trends in festivals and events appraising the likely future demand and development of festivals and events worldwide

Further information

International Business Event Management ( TSM11113 )

The meetings industry is of huge global economic importance (Davidson and Cope, 2003). Business events play a significant role in generating tourism revenue for destinations, thus contributing towards economic prosperity. In this module, you will learn about the major stakeholders in the business event industry, and how they interact with one another. You will examine issues of supply and demand at all levels, and analyse the impact made by business events on their chosen destination. You will be taken on visits to event venues, and will hear guest speakers from industry. This will enable you to connect the theory to the practice. The module contains the following topics: the business events industry in context; buyers, suppliers and intermediaries; supply and demand characteristics of the industry; the external environment; event planning (buyer and supplier perspectives); impacts of business events and venues; current trends and future issues.

Further information

International Sales Management ( SAL11101 )

The topics you will cover in this module include: sales management matters relating to leadership, training, recruitment, compensation, control systems and performance evaluation as well as customer relationship management/ technologies, the integration and coordination of strategies, processes and resources between Marketing and Sales and the important matter of ethical selling – all in an international context.

Further information

Managing Heritage Tourism ( TSM11104 )

The module will cover the : Concepts and definition of heritage tourism;, the nature of built heritage; management issues in the effective management of heritage visitor attractions; specific issues in the management of UNESCO World Heritage Sites; balancing resource and visitor management via interpretation, technology and revenue ; and the future of managing heritage tourism.

Further information

Managing International Hospitality Organisations ( TSM11122 )

An introduction to the hospitality industry including its significance in the service sector, its relationship with partner industries and its economic significance. An analysis of the sectors comprising the industry. Fundamental components of, and principal systems utilised in, hospitality operations. The design, planning and management of hospitality facilities. Hospitality product design, development, delivery and performance management.

Further information

Natural Area Tourism ( TSM11116 )

This module is designed to enable students to understand the challenges associated with developing and managing natural area tourism and how these might be effectively tackled. It commences by exploring and critiquing the anthropocentric and ecocentric perspectives which underpin human stances in relation to tourism and the natural environment. Adopting a global perspective, natural area tourism (NAT) is located within tourism more generally and the specific context of alternative tourism. Ecotourism is critically examined with a view to assessing its role and viability as a means of economic development. The module seeks to identify and critically examine the process of developing and managing tourism in natural areas across its full scope (i.e. adventure; nature based; wildlife; and ecotourism) with a particular emphasis upon the specific sustainability issues associated with each.

Further information

New Venture Planning ( ENT11101 )

The module covers the following:

The importance of new businesses to a thriving economy
Entrepreneurial thinking and aspirations
The business planning process
Idea generation / development / evaluation
Market identification including exposure to market players
Researching the resources required including equipment, people, funding
Segmentation / positioning & differentiation / targeting
Developing the marketing Mix (7 P’s),
Financial planning leading to development of financial statements and realistic related assumptions

Further information

Professional Selling and Sales Strategies ( SAL11102 )

This module will help you reinforce and improve upon and/ or embed the skillset needed to be a successful professional sales person in today's fast moving business environment. Topics covered in this module include: Personal Selling & the Marketing Concept, Relationship Strategy (Communication Styles/ Adaptive Selling & Ethics and Trust-Based Selling), Product Strategy (Creating Product Solutions & Product Selling Strategies), Customer Strategy (The Buying Process & Buyer Behaviour), Prospecting, Presentation Strategy (Consultative Sales Presentations & Creating Value with Sales Demonstrations), Negotiation, Adapting the Close and Confirming the Partnership AND Servicing the Sale and Building the Partnership

Further information

Research Methods ( SOE11131 )

Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.

Further information

Strategic Brand Management ( MKT11103 )

Develop a critical understanding of strategic brand management theory and evaluate the value of such theory to organisations. Analyse the origin of popular brands. Strategic brand management process. Establishing brand position and values. Choosing brand elements to built brand equity. The role of advertising and the Internet in brand development. The legal protection of brands. Co-branding and brand conflict. Developing brand equity measurement and management systems. Managing brands in a global context and the not for profit sector.

Further information

Tourism Concepts and Issues ( TSM11111 )

Defining tourism/the tourism system
Consumer demand and behaviour
Tourism Area Life Cycle
Niche tourism
Role of stakeholders in tourism
Impacts of tourism
Crisis Management
Current trends and issues in tourism, hospitality and events

Further information

Tourism, Society and Visual Culture ( TSM11109 )

This module will involve the study of many complex issues within tourism studies including:
- the history of tourism and its visual culture;
- representations of places and cultures in popular tourist materials and other popular media;
- film induced tourism;
- art and tourism;
- tourist experiences: visual consumption, the tourist gaze and photography;
- impacts of contemporary tourism and its visual culture on societies, cultures and the industry.

Further information

* These are indicative only and reflect the course structure in the current academic year. Some changes may occur between now and the time that you study.

Entry requirements

Entry requirements

The entry requirement for this course is a Bachelor (Honours) Degree at a 2:2 or above.  We look for applicants to have a background in any discipline in order to be eligible for the programme.

We may also consider lesser qualifications if you have sufficient professional work experience within the industry. 

English language requirements

If your first language isn't English, you'll normally need to undertake an approved English language test and our minimum English language requirements will apply.

This may not apply if you have completed all your school qualifications in English, or your undergraduate degree was taught and examined in English (within two years of starting your postgraduate course). Check our country pages to find out if this applies to you.

International students

We welcome applications from students studying a wide range of international qualifications.
Entry requirements by country

Please note that non-EU international students are unable to enrol onto the following courses:
  • BN Nursing/MN Nursing (Adult, Child, Mental Health or Learning Disability)
  • BM Midwifery/MM Midwifery

Admissions policies

We’re committed to admitting students who have the potential to succeed and benefit from our programmes of study. 

Our admissions policies will help you understand our admissions procedures, and how we use the information you provide us in your application to inform the decisions we make.

Undergraduate admissions policies
Postgraduate admissions policies

Fees & funding

The course fees you'll pay and the funding available to you will depend on a number of factors including your nationality, location, personal circumstances and the course you are studying. We also have a number of bursaries and scholarships available to our students.

Tuition fees
Students from 2018/19 2019/20
Home/EU £7,000 tba
Overseas £13,000 tba


Frequently Asked Questions about Fees
Information of Bursaries and Scholarships

Careers

  • Destination development
  • Cultural services management
  • Operations management
  • Public sector organisations
  • Retail and hospitality
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