International Tourism Management and Marketing MSc

This module covers:

• the global tourism industry structure and organisation
• international tourism markets and tourist behaviours
• destination marketing and branding
• international tourism impacts and sustainability challenges
• governance and international relations
• international tourism environment and exogenous factors

The module covers the following:

• Key concepts of business economics
• Markets
• Firms and market power
• Market structure and government policy
• Government intervention
• International trade 
• International capital and other factor flows
• The macroeconomic environment
• Balance of payments and Forex 
• Macroeconomic policy

The module covers operational perspective on:

• nature of marketing in the global economy
• managing products, services and brands
• new product development
• pricing
• integrated marketing communications
• internal marketing
• managing distribution channels
• experience marketing
• sustainable marketing

Possible topics include:

• the research process in marketing contexts
• interviews and focus groups
• observation and ethnography
• analysing qualitative data
• evaluating and presenting data
• designing and conducting survey research
• experimental design
• T tests and chi square
• ANOVA and regression analysis
• factor analysis
• writing research proposals

This module is concerned with providing an understanding of the theoretical and practical issues relating to environmental, economic and socio-cultural sustainability in tourism. A day-long compulsory field trip forms an integral part of the teaching of this module.

Topics covered may include:

• tourism management for natural resources
• ecotourism and nature-based tourism
• ethics
• socio-cultural sustainability
• stakeholder engagement
• community wellbeing
• economics of sustainable tourism
• social impact of tourism

The module provides an introduction and overview to branding and marketing communications research. It explores the nature of branding and marketing communications practice and theory.

The content of this module will serve as an introduction to the main theoretical and managerial concepts and issues in the area of business-to-business marketing and will focus on aspects of strategic marketing relationships between companies and other stakeholders. Possible topics may include:

• What is a market? A service ecosystem approach to understanding markets
• Organisational buying behaviour and market structures
• How do markets work? Creating and shaping new markets and maintaining market dynamics
• Market relations and sustainable competitive advantage
• Forming business networks: business network partnership attraction
• Business-to-Business marketing strategies
• Innovation in business networks
• Managing business networks: communication, coordination and learning in business networks
• Strategic market relations in the digital world 
• Branding and building loyalty: value co-creation in network partnerships

The module covers:

• Strategic analysis
• Industry analysis
• Positioning
• Creating and sustaining competitive advantage
• Diversification
• Strategic decision making
• Strategy practice and implementation
• Strategy and organisation
• Strategic leadership

Lecture topics may include digital marketing definition and concept, digital marketing media, digital marketing communication strategy, digital advertising, social media marketing, email marketing, mobile marketing, content marketing, e-commerce vs digital vs internet marketing.

The E-Business module is aimed at future managers and business people who want to know how information and communications technologies (ICTs) can help them to be successful in their careers by understanding how companies use these technologies.

Aims of the module:

• To familiarise the strategic management issues and technology developments associated with e-business
• To provide a solid strategic business view of the uses of web technologies and information systems
• To help understand how and why e-businesses are successful or not, i.e. what makes them 'tick'

The intricacies of managing the human resources within the business context are developed in this module. It examines processes, practices, and procedures associated with HRM management and administration that an employer/manager needs to be familiar with, and analyses the current best practice in the HR function.

The module examines theories of firm internationalisation and various strategic choices facing international managers. Detailed case-studies are examined, illustrating more general points by referring to firms and entrepreneurs that have set important benchmarks in business performance and globalisation.

This module aims to give you a theoretical understanding and practical experience of launching a new entrepreneurial venture. In so doing, this capstone module enables you to comprehend the role of, and conflicts and interdependencies between, different business and management disciplines; thus, it provides you with an insight into how decision-making in each area can impact on the overall performance of the firm. The module also aims to foster reflexive practice to facilitate lifelong learning.

Sustainable companies are those that are managed in socially, economically, and ecologically responsible ways. Today's managers are expected to understand the impact of management decisions and practices on the environment and society.

This module considers how sustainability principles are applied in organisations, and how to manage for sustainability. Through use of multiple learning approaches, the module enables you to practically interact with real businesses to address some sustainability challenges faced by the organisation.

The module introduces the you to frameworks and theories use to critically assess sustainability, and to integrate sustainability into the business strategy.

The module enables you to develop an understanding of the practical dilemmas facing businesses as they seek to respond to multiple, and often, conflicting stakeholders expectations. You will be expected to critically reflect upon your practical experiences and capture these using a learning journal.

Independent research on a topic related to international tourism management and marketing wherein students will work on an applied project or company-based project.

Independent research on a topic related to international tourism management and marketing wherein students will have choose of traditional dissertation structure, applied project or company-based project