MSc Tourism Marketing
- Programme director
- Gang Li
- Programme length
- Full-time: 12 months
- Programme start date
- September 2013
This programme is accredited by the Chartered Institute of Marketing and provides an internationally recognised transferrable qualification.
This MSc programme provides the necessary practical and analytical skills required to pursue a career in tourism marketing. The modules incorporate established concepts and systems underlying marketing processes, as well as current specialist issues in tourism marketing.
The programme aims to prepare you for a wide range of possible marketing careers in either the public or private tourism sector. On completion of the programme, you will be at the forefront of the latest tourism marketing thinking and practice; you will have the relevant skills to study customers and the environment in which tourism marketing is conducted, to communicate effectively with other departments within organisations and to formulate plans that are appropriate for specific tourism products.
The programme is accredited by the Chartered Institute of Marketing and provides an internationally recognised, transferable qualification.
Applicants should usually hold a Bachelors degree (UK 2.2 or above) or equivalent qualification from a recognised British/overseas university. Every applicant is assessed individually on their own merit. Higher level professional qualifications may also be accepted. 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.
English language requirements
IELTS minimum overall: 6.5
IELTS minimum by component:
We offer intensive English language pre-sessional courses, designed to take you to the level of English ability and skill required for your studies here.
Fees and funding
All fees are subject to increase or review for subsequent academic years. Please note that not all visa routes permit part-time study and overseas students entering the UK on a Tier 4 visa will not be permitted to study on a part-time basis.
|Programme name||Study mode||Start date||UK/EU fees||Overseas fees|
|MSc Tourism Marketing||Full-time||Sept 2013||£9,650||£16,315|
This programme consists of six compulsory modules, two from a range of optional modules, and a dissertation.
- Marketing Communications
- Tourism Management
- Tourism Services Marketing
- Tourism Social Science
- Tourism Strategy
- Research Methods
- Destination Management and Marketing
- Financial Management
- Innovation in Tourism
- Marketing Research
- Sustainable Tourism
- Tourism Development
- Visitor Attraction Management
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.
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.
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.
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.
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.
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.
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.
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.
Innovation in Tourism
Innovation is regarded as vital for the development of tourism organisations, destinations and the tourism sector in general. You will explore the importance and the dynamic nature of innovation in tourism. You will critically reflect on contemporary strategies, concepts and ideas that currently shape tourism practices. You will also examine the factors that facilitate or inhibit innovation, as well as future trends in tourism innovation.
Focuses on the critical aspects of marketing research theory and practice to support and improve marketing management practice in an international context.
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.
Examines tourism policies, tourism development plans and regulatory mechanisms in a variety of locations and political structures internationally.
Visitor Attraction Management
Applies the core learning of the programme, including management, finance and organisational behaviour, to the specifics of visitor attraction management.
The School of Hospitality and Tourism Management at the University of Surrey is accredited by the Association to Advance Collegiate Schools of Business (AACSB). The School is recognised as a key Education and Training Centre by the World Tourism Organization (UNWTO) and has TedQual Certification from the UNWTO.
This programme has been approved and accredited by the Chartered Institute of Marketing (CIM). To meet the qualification criterion for the Chartered Postgraduate Diploma in Marketing, please note that marketing management experience is also required.
We pride ourselves on our high teaching standards, flexible teaching methods, research excellence and international reputation. Our internationally renowned staff are committed to management education and we have an enviable employment record.
Throughout your time at Surrey you will have access to a range of services and support, and we are committed to helping you to develop your study skills.
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.
Fieldtrips to Kensington Palace, the Tower of London and Thorpe Park
As part of the Visitor Attraction Management module this year, Tourism MSc students engaged in the challenging tasks of investigating managerial challenges at three of the leading visitor attractions in London: Kensington Palace, the Tower of London and Thorpe Park. In each visit students had the chance to talk to members of the attraction management team and conducted field research in order to explore different managerial issues and reveal the unique challenges faced by these visitor attractions.
While visiting the Tower of London, students had a guided tour by a ‘Blue Badge Guide’ and enjoyed a presentation by the Head of Marketing of the Historic Royal Palaces, and the Head of Visitor and Commercial Services for the Tower of London.
At Thorpe Park, students had the chance to experience the practice of theme park management with a ‘back stage’ tour of the park. During this, students enjoyed a talk with the park’s public relations and finance managers. Students also conducted field research to analyse the ‘visitor experience’.
During the visit to Kensington Palace, students were exposed to the new development plans for the Palace and got a ‘sneak preview’ of its innovative and conceptually revolutionary new exhibition. This was accompanied by a guided tour of the site and a discussion with the Palace’s Visitor Experience Manager and Education Officer.
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.
Facilities and resources
Our learning resources are second to none, housed within the state-of-the-art Management School building which is wireless-networked and benefits from well-equipped computer laboratories, dedicated high-quality seminar rooms and a 400-seat auditorium.
Our facilities include a purpose-built student common room, our own coffee shop and the Lakeside Restaurant which, as well as operating as a professional, fully functioning business, is utilised as a fundamental part of our Hospitality Management programmes.
We also have one of the world’s most extensive ranges of books, journals and e-resources in tourism and hospitality. The Library’s acquisition policy is to purchase every text published in this field. We are a designated depository for United Nations World Tourism Organization (UNWTO) publications.
Tourism at Surrey
- Over the last 40 years, we have established a leading international reputation in tourism education and research
- We are consistently ranked as one of the best tourism schools in the UK and are widely regarded as one of the best universities in the world for tourism scholarship
- In the recent Research Assessment Exercise (RAE 2008) 90 per cent of our tourism research was rated as recognised internationally and 60 per cent as internationally excellent or word-leading. The profile of tourism and hospitality research was particularly commended by the panel for being world-leading
- We were the first institution in the UK to achieve United Nations World Tourism Organization TedQual certification, which all our Tourism programmes hold
- We excel in both education and research, demonstrated by our publications and networks, our high rates of employment for graduates and the significant contribution we make to good practice in the tourism industry
Our academic staff have been recognised for their excellence and contribution to tourism. Past and present academic staff have produced some of the leading textbooks and research theories, including Professor Richard Butler’s Tourism Lifecycle Theory and Professor Brian Archer’s Multiplier Models.
Professors John Tribe and David Airey are world-leading researchers in tourism education. They represent the University of Surrey which holds the chair of the United Nations World Tourism Organization Education and Science Council, are both members of the Academy of the Learned Societies in Social Sciences and have both been Chair of the Association of Tourism in Higher Education. Professor John Tribe is also editor-in-chief of Annals of Tourism Research, the world-leading journal in tourism social sciences.
Research Case Study: Sustainable Tourism Defra Project
The University of Surrey has recently completed a study for the UK government Department for the Environment, Food and Rural Affairs (Defra) on public understanding of sustainable leisure and tourism.
The project was commissioned as part of a larger programme of work for the Sustainable Consumption Programme within Defra. The research explored the willingness of respondents to change their behaviour towards more sustainable alternatives, such as shifting from an overseas holiday to a domestic holiday, reducing the amount of travel, travelling by less impacting forms of transport, or doing less impacting things whilst on holiday or at leisure.
The report explains responses to these desired changes in more detail: while there was some interest in doing things differently and with an eye to the sustainability implications of actions, there was little appetite for doing different things and a thorough rejection of travelling less!
Professor Graham Miller, who led the project, said: “The research has proved to be of interest to practitioners as it runs contrary to much of the overly positive survey evidence produced that suggests tourists are ready to flock to sustainable tourism products, but for which there is very little corroborating market evidence.”
Dr Caroline Scarles, Dr Kirsten Holmes and Professor John Tribe were co-investigators on the Defra project.