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The Course

Tourism is a globally important industry that offers a wide range of career opportunities. The MSc Tourism and Marketing degree at Lincoln can offer a route to a variety pathways dependent on career aspirations through its selection of modules.

The programme is designed to develop an understanding of marketing in the context of tourism. Students will have the opportunity to study a range of modules in tourism and marketing with the aim of developing an understanding of tourists as consumers and how destinations can be branded and promoted. Students will also have the chance to develop critical-thinking and organisational skills, which aim to support them to become an effective professional.

The programme is taught by a team of international academics. In addition, the course benefits from guest speakers, who are professionals in marketing or tourism.

How You Study

Each module typically consists of two or three weekly teaching hours over a teaching term. You will normally study four modules per term and therefore 8-12 hours per week. Please note irrespective of whether you are a full-time or part-time student your hours of study may vary from term to term and can be spread throughout the week.

Postgraduate level study involves a significant proportion of independent study exploring the material covered in lectures and seminars. As a general guide, for every hour in class students are expected to spend at least four - five hours in independent study. For more detailed information please contact the programme leader.

Optional modules will run if at least 10 students select them. Timetabling arrangements may limit the availability of modules to some students. As the options reflect staff research interests, they may alter over time due to staff availability.

If you are planning to study the degree on a part-time basis, you will be studying two modules per term with 4-6 hours of contact time on a weekly basis.


The taught element of the programme consists of seven compulsory modules and one optional module. The compulsory modules are:

  • Consumer Behaviour
  • Destination Management and Marketing
  • International Marketing and Customers
  • Marketing Communications
  • Research Methods and Design
  • Sustainability of Tourism and Events
  • The Visitor Experience at Cultural and Heritage Attractions

Optional modules will run as far as at least 10 students select them. Timetabling arrangements may limit the availability of modules to some students. As the options reflect staff research interests, they may alter over time due to staff availability.


  • Brand Management
  • Digital Marketing
  • Disaster Management
  • Global Relationship Marketing
  • Group Consultancy Project
  • International Entrepreneurship
  • Social Entrepreneurship
  • The Business of Aviation Management

Students then progress to undertake the final dissertation stage of the programme. The dissertation is designed to encourage innovation and diverse pathways to the final assessed product. In this respect, the dissertation is an extended project that can accommodate a range of independent work.

How You Are Assessed

The main assessment method is assignments where students are expected to think critically while investigating issues in depth, based on independent reading and research. Assignments also develop written argumentation and communication skills that are important for many careers. Presentations aim to develop students' ability to make persuasive oral arguments and meet the needs of employers who often look for graduates with confident spoken communication skills. Other assessment methods include exams and poster presentations.

In addition to formal assessments, students have a chance to submit formative assessments that assist them in producing the final assessments. Some assessments involve group work that enables students to enhance their team working skills.

For more information please visit the website:

Visit the MSc Tourism and Marketing page on the University of Lincoln website for more details!




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