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Course content

Our MSc International Tourism Marketing programme trains you in the necessary practical and analytical skills required to pursue a career in the public and private tourism sectors.

The programme modules explore established concepts and systems underlying marketing processes, as well as current specialist issues in tourism and marketing in the digital age.

Specifically, you will learn a range of skills relevant to the tourism marketing sector, including: how to study customers and the environment in which tourism marketing is conducted; how to communicate effectively with other departments within organisations; and how to formulate plans that are appropriate for specific tourism products.

Programme structure

This programme is studied full-time over one academic year. It consists of eight taught modules and a dissertation.

Example module listing

The following modules are indicative, reflecting the information available at the time of publication. Please note that not all modules described are compulsory and may be subject to teaching availability and/or student demand.

Educational aims of the programme

The programme is designed to provide students with the essentials of a sound underpinning in tourism marketing. The programme takes an international perspective and an integrated approach.

It provides students with opportunities to be at the forefront of the latest tourism marketing thinking and practice. It aims to develop students’ relevant skills to study customers and the environment in which tourism marketing is conducted, to communicate effectively with the other departments within organisations and to formulate plans that are appropriate for specific tourism products.

The programme provides students with opportunities to work directly with industry partners through not only guest lectures, but also on a real tourism project through the Applied Dissertation initiative and during fieldtrips.

Programme learning outcomes

Knowledge and understanding

Students will be able to demonstrate:

  • A systematic, in-depth understanding of the development, issues and influences relevant to tourism marketing
  • A high level of theoretical and applied knowledge of the management operation, organisation and provision of business or service sector education
  • An understanding of the research process

Intellectual / cognitive skills

Students will learn the ability to:

  • Independently critically evaluate approaches and techniques relevant to tourism marketing
  • Evaluate outcomes and accurately assess/report on own/others’ work with justification and relate them to existing knowledge structures and methodologies
  • Demonstrate high level learning and problem solving abilities in the range of modules studied

Professional practical skills

Students will be able to:

  • Analyse and synthesise issues related to tourism marketing. Other skills developed include communication and presentation skills, computing skills, critical reasoning, data analysis, organisation and planning, report and essay writing skills, problem solving skills, interactive and group skills, and research skills
  • Evaluate the ethical dilemmas likely to arise in research and professional practice, and to formulate solutions in dialogue with peers, clients, mentors, supervisors and others

Key / transferable skills

Students will learn:

  • How to identify modifications to existing knowledge structures and theoretical frameworks and therefore to propose new areas for investigation, new problems, new or alternative applications or methodological approaches
  • How to conduct research and produce a high quality reports: this includes the ability to select, define and focus upon an issue at an appropriate level; to develop and apply relevant and sound methodologies; to analyse the issue; to develop recommendations and logical conclusions; to be aware of the limitations of the research work
  • A range of generic skills relevant to the needs of existing and future managers, executives and professionals, irrespective of their sector of operation. These will include analysis and synthesis, oral and written communication, computing/IT literacy, critical reasoning, data analysis, organisation and planning, problem solving, independent and group working and research

Global opportunities

We often give our students the opportunity to acquire international experience during their degrees by taking advantage of our exchange agreements with overseas universities.

In addition to the hugely enjoyable and satisfying experience, time spent abroad adds a distinctive element to your CV.


Visit the International Tourism Marketing MSc page on the University of Surrey website for more details!

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