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
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.
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
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.
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.
Final project
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.
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
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