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MSc International Tourism Marketing

Course Description

Combining our expertise in tourism with our unsurpassed industry connections, this programme opens the doors to a wide range of possible marketing careers in either the public or private tourism sectors.


Ranked number one for hospitality and tourism programmes in the UK by the Good University Guide, Surrey combines a fresh, dynamic outlook with a leading international reputation.

At our School of Hospitality and Tourism Management, you will benefit from forward-thinking degree programmes, unsurpassed connections with leading figures in the world of hospitality and tourism, and a remarkable track record in graduate employment.

Visit the website http://www.surrey.ac.uk/postgraduate/international-tourism-marketing


Our MSc in International Tourism Marketing provides the necessary practical and analytical skills required to pursue a career in the sector. The programme modules incorporate established concepts and systems underlying marketing processes, as well as current specialist issues in tourism marketing.

By studying this programme, you will be at the forefront of the latest tourism marketing thinking and practice. The University of Surrey is a world leader in tourism education and you will benefit from this expertise throughout your degree programme.

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.

Graduates of this programme will be well prepared for a wide range of possible marketing careers in either the public or private tourism sectors.

Programme structure

The programme consists of five compulsory modules, three optional modules and a dissertation.

Compulsory modules:

- Research methods
- Digital Marketing and Social Media in Tourism
- Tourism Services Marketing
- Marketing Communications
- Tourism Social Science

Optional modules:

- Perspectives in Tourism Management
- Destinations Management and Marketing
- Sustainable Tourism Management
- Accounting and Finance for Business
- Tourism Development
- Applied Marketing Research
- Visitor Attraction Management
- Tourism Strategy
- Ethics & Corporate Social Responsibility

Example module content

- Research Methods

Introduces the process of research project formulation and the key elements of research design, preparing you to execute your research study for your dissertation in a systematic and scientific manner.

- Digital Marketing and Social Media in Tourism

Examines the impact of social media on traveller’s behaviour and how firms can exploit social media to enhance networking, collaboration, and traveller’s engagement in marketing. The module also deals with factors that facilitate, or on the contrary, inhibit the usage of various digital marketing channels in the tourism industry.

- Tourism Services Marketing

Designed as an introduction to marketing, this module is divided into two distinct elements: the principles of marketing, and the tourism-specific application of marketing.

- Marketing Communications

Provides a comprehensive framework for understanding marketing communications at both strategic and operational levels within various contexts. Introduces the concepts, issues, theory and practice of marketing communications.

- Tourism Social Science

Examines the contribution of social science to the understanding of tourism and develops an appreciation of the complexities of tourism as an industry and a social phenomenon.

- Perspectives in Tourism Management

Critically analyses the functions of management within tourism businesses, examining the structure and dynamics of the tourism industry and the operation of tourism businesses. Includes a one-day fieldtrip to Brighton.

- Destination Management and Marketing

Provides you with a critical appreciation of the key principles, concepts and techniques associated with destination management and marketing, as well as an understanding of the connection between theory and practice.

- Sustainable Tourism Management

Tourism can only exist in the long term upon a sustainable resource base, but also faces short-term demands for profits in a challenging market. You will investigate its evolution, growth and future, and the complexities involved.

- Accounting and Finance for Business

Provides the foundations for understanding, analysing and interpreting financial information, and enables you to apply accounting principles and financial theory across management disciplines and organisations.

- Tourism Development

Examines tourism policies, tourism development plans and regulatory mechanisms in a variety of locations and political structures internationally.

- Applied Marketing Research

Focuses on the critical aspects of marketing research theory and practice to support and improve marketing management practice in an international context.

- Visitor Attraction Management

Applies the core learning of the programme, including management, finance and organisational behaviour, to the specifics of visitor attraction management.

- Tourism Strategy

You will understand, apply and critically evaluate strategic analysis for tourism organisations and destinations. You will be able to evaluate strategies, their appropriateness and the issues that will determine whether or not they are successful.

- Ethics and Corporate Social Responsibility

Introduces you to a range of theoretical approaches to understanding ethics and ethical responses to business situations, as well as provides the opportunity for in-depth reflection and critique on ethical conflicts and dilemmas that arise within the hospitality and tourism industries.


- Tourism fieldtrip to Cambridge

The Destination Management and Marketing module includes a three-day fieldtrip to Cambridge. It incorporates guest lecture sessions from local and regional destination marketing organisations, as well as a city and college tour. Additionally, you will gain first-hand experience of addressing a specific research problem and conducting marketing research. Insights gained from the field experience are channelled back into producing a theoretical report.

- Fieldtrip to Brighton

As part of the Tourism Management module, you will participate in a one-day fieldtrip to Brighton. The fieldtrip includes a talk and Q&A session with the Director of VisitBrighton and a guided tour led by a ‘Blue Badge Guide’.

During the fieldtrip, you will evaluate the portfolio of tourism attractions and infrastructure in Brighton, and examine issues related to destination rejuvenation and development, and the role of meetings and conferences in destination development and management.

- Other fieldtrips

Further fieldtrips include visits to Guildford Cathedral and an attraction of the Merlin Entertainment Group.


The School of Hospitality and Tourism Management holds accreditation from the United Nations World Tourism Organization (UNWTO) (http://www2.unwto.org/) and the Association to Advance Collegiate Schools of Business (AACSB) (http://aacsb.edu/).

The University of Surrey is a member of the Academy of Marketing.

Find out how to apply here - http://www.surrey.ac.uk/apply/postgraduate

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

Student Profiles

Discounts for Surrey graduates - No. of awards TBC

If you are a self-funded UK, EU or international student who has studied for an undergraduate degree at the University of Surrey campus in Guildford, you could be eligible for a ten per cent discount on our taught postgraduate Masters programme fees. This scheme is for applicable to Postgraduate Taught entry students only and is reviewed annually.Students who graduated in 2013 are eligible, as well as alumni from previous years, on receipt of evidence of the award from Surrey and where we can identify that you actually studied in Guildford. Students from SII-DUFE are eligible for this scheme.Associated Institution students are not eligible. Not available to modular self-pacing students.

Value of Scholarship(s)

10% tuition fee discount


If you are a self-funded UK, EU or international student who has studied for an undergraduate degree at the University of Surrey campus in Guildford

Application Procedure

If you have any enquiries regarding this matter please contact the Student Fees and Funding Office on [email protected]

Further Information


Entry Requirements

Applicants should normally hold a Bachelors degree (UK 2.1 or above) or equivalent qualification from a recognised British or overseas university. Relevant work experience could be an additional benefit where applicants have not reached the standard entry requirements, although it is not an admissions requirement for this particular degree programme. Higher level professional qualifications may also be accepted. Each applicant is assessed on their own merit.

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