International Tourism Marketing MSc

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.

Why Surrey?

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.

Programme overview

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.

Professional recognition

The School of Hospitality and Tourism Management holds accreditation from the United Nations World Tourism Organization (UNWTO) and the Association to Advance Collegiate Schools of Business (AACSB)

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

Related programmes

Postgraduate (Taught)

Related departments/schools

Related research areas

Programme leader

Dr Jason Chen

Find out more

General enquiries:

+44 (0)1483 681 681

Admissions enquiries:


Programme facts

Type of programme:


Programme length:

  • Full-time: 12 months

Start date:

Sep 2016

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.

View entry requirements by country

English language requirements

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.


Study mode Start date UK/EU fees Overseas fees
Full-time Sep 2016 £9,000 £18,000

Please note these fees are for the academic year 2016/2017 only. Annual fees will rise by four per cent (rounded up to the nearest £100) for each year of study.

A complete list of all fees for our Masters Programmes


Discounts for Surrey graduates

Thinking of continuing your education at Surrey? As an alumnus of Surrey you may be eligible for a ten per cent discount on our taught Masters programme fees. Learn more.

For more details

Admissions Information

Our Admissions Policy provides the basis for admissions practice across the University and gives a framework for how we encourage, consider applications and admit students.

Further information for applicants

Postgraduate Study Advice

Steps to Postgraduate Study is an official, independent guide for anyone considering a taught postgraduate course. The guide is produced by the Higher Education Funding Council for England (HEFCE), the Higher Education Funding Council for Wales, the Scottish Funding Council and the Department for Employment and Learning, Northern Ireland.

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Modules listed 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.

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