Tourism Marketing and Analytics

Please note the structure of this exciting new programme remains subject to approval and there may be small changes before launch. If you receive an offer for this programme, you will be advised of any amendments that are made prior to the start date

During the first semester, you will undertake three compulsory modules of 20 credits each (60 credits in total).

COMPULSORY MODULES

• ULMS575 Marketing Management
  This module provides a comprehensive exploration of marketing management, encompassing both core concepts and contemporary service marketing principles. Students will engage with marketing as both a business function and a business philosophy, develop critical academic skills, and examine current trends that impact customer experiences and service quality. The syllabus combines theoretical knowledge with practical applications, preparing students for strategic roles in marketing.

• ULMS576 Research Methods in Practice
  This module immerses students in the practical and theoretical aspects of marketing research, focusing on how data informs strategic decisions in marketing contexts. It is designed to provide students with robust skills in market research methodologies, data analysis, and data storytelling. Throughout the module, students will engage with real-world companies to gain hands-on experience and produce actionable insights, preparing them for professional roles across sectors such as digital marketing, tourism, retail, and data analytics.

• ULMS585 Managing Tourism Resources
  This module examines the strategic management of tourism resources, with a dual focus on environmental sustainability and people-focused resources. Through case studies and practical applications, students will explore environmental resource management approaches that seek to balance tourism growth with ecological and social sustainability. Innovation, sustainability, and stakeholder engagement will be critiqued as foundational elements for resource management in tourism.

  Exploring people-focused resources, this module offers a focus on diversity and inclusion in the industry. Students will explore the diverse nature of the tourism workforce and examine how factors such as gender, race, disability, age, religion and sexual orientation impact organisational dynamics and marketing practices. The benefits that diversity brings to both employees and employers will be considered in terms of how inclusive workplaces improve team performance and enhance customer satisfaction. Topics include an overview of the legal and sociological frameworks underpinning diversity and inclusion, practical policies and practices that foster inclusivity, and critical concepts such as stereotyping, unconscious bias, and discrimination.

  Concerns for the impacts of tourism cannot be fully understood without reference to economics, geography and planning. Similarly, studies of diversity and inclusion will draw upon human resource management literature. Consequently, an inter-disciplinary approach will be adopted and the inter-relationships explored.

Please note the structure of this exciting new programme remains subject to approval and there may be small changes before launch. If you receive an offer for this programme, you will be advised of any amendments that are made prior to the start date

During the second semester, you will undertake three compulsory modules of 20 credits each (60 credits in total).

• ULMS586 Destination Marketing and Branding
  This module aims to provide students with an advanced understanding of how destinations are marketed and branded in order to attract tourists and build international recognition. Students will critically explore key theories in place and destination marketing and branding, and destination image; and also develop their knowledge of digital technologies and stakeholder engagement. By the end of the module, students will be equipped with both theoretical knowledge and practical tools to develop comprehensive destination marketing and branding strategies, adapting to global trends, cultural sensitivities, and unexpected events such as crisis situations.

• ULMS578 Marketing Strategy and Analytics
  In the modern business world, companies increasingly rely on marketing data to make decisions. According to a recent survey of CMOs (Chief Marketing Officers), customer insights rank among the most important knowledge assets of the firm. In this context, modern marketing strategy and analytics have assumed their well-deserved position as a critical business function. The objective of the course will be to show the benefits of using a systematic and analytical approach to marketing. This module is designed to educate students on the use of marketing strategy principles as well as social media analytics to analyse customer responses to firms’ current marketing programmes and online activities and derive recommended actions. A particular focus will be on generating customer/consumer insights from social media and product reviews. Students will also use and execute data-analytic techniques and case studies to critically understand how to solve marketing strategy problems in a scientific and process-driven manner. In this module, students will work with real-life data sets and cases, e.g., Company data, online reviews about a brand, and develop an in-depth understanding of statistical software. Students will be introduced to statistical concepts and coding principles.

• ULMS577 Critical Perspectives on Consumption
  A critical understanding of consumers is central to the business of marketing strategy. This module moves beyond the traditional focus and the act of buying (buyer behaviour), to focus on having and being as fundamental processes in value formation. Consumer behaviour in this regard is more than buying, it also embraces the study of how having (or not having) things affects our lives, and how our possessions influence the way we feel about ourselves and each other. We will provide students with the knowledge and skills to understand the consumer, their aspirations, their behaviours and their needs. Building on students’ fundamental knowledge of marketing, this module will provoke critical thinking around consumption. As organisations are becoming increasingly engaged in addressing the global challenges of creating a more sustainable and just society for present and future generations, students will develop their critical understanding of ethical concerns in relation to responsible marketing, and the ethics of consumption. It provides an opportunity for students to consider alternative approaches to the study of marketing and consumption, preparing students to become responsible marketers and global citizens.

Please note the structure of this exciting new programme remains subject to approval and there may be small changes before launch. If you receive an offer for this programme, you will be advised of any amendments that are made prior to the start date

Choose one:

• ULMS719 Advanced Management Research
  The module offers students to the ability to demonstrate the knowledge they have learned in the taught component of their MSc programme. The module is a practical platform for students to develop business analysis and strategic decision-making skills; as well as the opportunity to demonstrate the ability to research, analyse and present information coherently in order to support a recommended course of action. The individual assignment provides students with the opportunity to carry out an in-depth investigation of a management issue relevant to their MSc programme. For this assessment students are to critically evaluate and synthesise relevant theories, models and practices of management by undertaking a detailed enquiry into a programme specific area of research by undertaking an analytical literature review by using secondary data or undertaking a consulting project or undertaking an empirical investigation.

• ULMS790 Dissertation
  This module is designed to help students develop an in-depth understanding of a topic within their chosen domain of management and business and for the student to use this knowledge to analyse a management problem or issue. A preparation phase of the module is included to provide the students with the skills necessary in problem analysis and research in order that they can undertake an independent research project. Thereafter, independent, guided study and research are used to develop both theoretical and practical critical-thinking skills, and to present research, analysis and findings. The reflective element of the dissertation gives students an opportunity to critically analyse and evaluate their experience of the learning process.