The global tourism industry’s recovery post-pandemic, coupled with advancements in digital marketing and analytics, is driving demand for professionals equipped with both marketing acumen and analytical skills in the tourism sector. With our new MSc Tourism Marketing and Analytics, you will develop a master's level understanding of the international tourism industry and the knowledge and skills needed to excel in it.
Introduction
This specialised programme provides a strong foundation in both marketing and analytics, preparing you for strategic roles in the tourism industry. It combines the key concepts of marketing management, including consumer behaviour, digital marketing strategies focussed on tourism and brand management, and advanced data analytics.
You will analyse data through real-life case studies and practical examples from various sources such as website visits and booking patterns. In doing so, you will understand how tourism businesses gain valuable insights into customer preferences and behaviours. You will also learn how to tailor marketing strategies effectively, target specific customer segments and personalise messaging and offerings.
An essential part of your professional development is gaining prowess in using relevant analytical tools and techniques. You will discover how tourism businesses optimise their marketing campaigns by measuring key performance indicators (KPIs) to understand how they allocate resources efficiently, identify areas for improvement and maximise their marketing efforts.
Please note that this course is subject to final approval by the University.
Who is this course for?
This MSc programme is ideal for those looking to advance their careers in tourism marketing, consultancy, or management roles, leveraging data-driven insights to drive business growth and innovation.
What you'll learn
Understand how tourism businesses may optimise marketing campaigns by measuring key performance indicators (KPIs).
Understand how tourism focused firms may allocate resources efficiently, identify areas for improvement, and maximize the impact of marketing efforts.
How to analyse data using cases studies and examples from various sources such as website visits, social media interactions, and booking patterns.
Accreditation
The University of Liverpool Management School (ULMS) is one of an elite group of institutions worldwide to hold the gold standard ‘triple-crown’ accreditation from AACSB, AMBA and EQUIS.
Course content
Discover what you'll learn, what you'll study, and how you'll be taught and assessed.
Semester one
You will get the opportunity to engage in real-world projects and case studies that simulate the challenges faced by tourism marketers, providing hands-on experience in applying theoretical concepts to practical scenarios.
With the increasing importance of digital channels in tourism marketing, you will learn to leverage digital tools and platforms effectively, including social media, online advertising, and website analytics.
Through research projects and case studies, you will critically evaluate marketing strategies, assess their impact, and adapt approaches based on market feedback and changing trends.
Regular guest lectures, industry seminars, and networking events will give you insight into current industry trends, best practices, and emerging technologies, enhancing their understanding of the tourism landscape and industry expectations.
Any optional modules listed above are illustrative only and may vary from year to year. Modules may be subject to minimum student numbers being achieved and staff availability. This means that the availability of specific optional modules cannot be guaranteed.
Semester two
You will get the opportunity to engage in real-world projects and case studies that simulate the challenges faced by tourism marketers, providing hands-on experience in applying theoretical concepts to practical scenarios.
With the increasing importance of digital channels in tourism marketing, you will learn to leverage digital tools and platforms effectively, including social media, online advertising, and website analytics.
Through research projects and case studies, you will critically evaluate marketing strategies, assess their impact, and adapt approaches based on market feedback and changing trends.
Regular guest lectures, industry seminars, and networking events will give you insight into current industry trends, best practices, and emerging technologies, enhancing their understanding of the tourism landscape and industry expectations.
Any optional modules listed above are illustrative only and may vary from year to year. Modules may be subject to minimum student numbers being achieved and staff availability. This means that the availability of specific optional modules cannot be guaranteed.
How you're assessed
Students are required to complete 180 credits to achieve a full MSc.
Subject to meeting specific criteria outlined by the University, students will graduate with a Pass, Merit or Distinction.
Assessment tasks are varied, and some may be designed specifically to meet the learning outcomes of a particular programme of study, including through presentations, digital business analyses and traditional timed exams. The weighting of individual components will vary from one module to another.
Liverpool Hallmarks
We have a distinctive approach to education, the Liverpool Curriculum Framework, which focuses on research-connected teaching, active learning, and authentic assessment to ensure our students graduate as digitally fluent and confident global citizens.
Your experience
Virtual tour
Supporting your learning
From arrival to alumni, we’re with you all the way:
Careers and employability support, including help with career planning, understanding the job market and strengthening your networking skills
A dedicated student services team can help you get assistance with your studies, help with health and wellbeing, and access to financial advice
Support for students with differing needs from the Disability advice and guidance team. They can identify and recommend appropriate support provisions for you.
This MSc programme will help your career progression in tourism marketing, consultancy or key industry roles including marketing managers, digital marketers, data analysts, and business intelligence analysts.
Firms actively recruiting in this space range from specialised agencies to large corporations, such as Marriott International, Hilton Worldwide, Expedia, Booking Holdings, and destination marketing organisations. Consulting firms like Deloitte and PwC, and digital marketing agencies, are also key recruiters, reflecting the diverse opportunities available in this burgeoning field.
Career support from day one to graduation and beyond
Your tuition fees, funding your studies, and other costs to consider.
Tuition fees
UK fees (applies to Channel Islands, Isle of Man and Republic of Ireland)
Full-time place, per year
£14,000
Foundation year fee
£28,000
Part-time place, per year
£7,000
International fees
Full-time place, per year
£30,000
Part-time place, per year
£15,000
Following the foundation years, standard course fees apply.
Fees stated are for the 2025-26 academic year.
Tuition fees cover the cost of your teaching and assessment, operating facilities such as libraries, IT equipment, and access to academic and personal support.
If you're a UK national, or have settled status in the UK, you may be eligible to apply for a Postgraduate Loan worth up to £12,167 to help with course fees and living costs. Learn more about fees and funding.
Additional costs
We understand that budgeting for your time at university is important, and we want to make sure you understand any course-related costs that are not covered by your tuition fee. This could include buying a laptop, books, or stationery.
We accept a 2:2 honours degree from a UK university, or an equivalent academic qualification from a similar non-UK institution. This degree can be in any subject discipline.
International qualifications
If you hold a bachelor’s degree or equivalent, but don’t meet our entry requirements, you could be eligible for a Pre-Master’s course. This is offered on campus at the University of Liverpool International College, in partnership with Kaplan International Pathways. It’s a specialist preparation course for postgraduate study, and when you pass the Pre-Master’s at the required level with good attendance, you’re guaranteed entry to a University of Liverpool master’s degree.
International applicants who do not meet the minimum required standard of English language can complete one of our Pre-Sessional English courses to achieve the required level.
English language qualification
Requirements
IELTS
6.5 overall, with no component below 6.0
PRE-SESSIONAL ENGLISH
Do you need to complete a Pre-Sessional English course to meet the English language requirements for this course?
The length of Pre-Sessional English course you’ll need to take depends on your current level of English language ability.
Liverpool bursts with diversity and creativity which makes it ideal for you to undertake your postgraduate studies and access various opportunities for you and your family.
To fully immerse yourself in the university experience living in halls will keep you close to campus where you can always meet new people. Find your home away from home.
Discover what expenses are covered by the cost of your tuition fees and other finance-related information you may need regarding your studies at Liverpool.
Contact us
Have a question about this course or studying with us? Our dedicated enquiries team can help.
