eTourism MSc

Course content

Semester One

• Tourism Principles and Practice

This unit will provide you with an introduction to the general principles and main components of tourism.

The unit is international in nature, drawing on examples and practices from both developed and developing countries. It will provide you with an appreciation of the study of tourism as a domain within its own right.

• Business Strategy and Finance

This unit focuses on developing an in-depth understanding of the foundations of strategic analysis, strategic choice and related implementation strategies that usually tie into a corporation’s business decisions.

This will also include a study of corporate finance within the context of an organisation’s sources of finance, reporting and the interpretation of financial data. This is fundamental to the broader understanding of the dynamics of leisure-based industry sectors such as tourism, hospitality, events, sports and leisure.

• Managing Organisations

This unit will enable you to develop competence in the areas of human resource management and organisational behaviour appropriate to the development of a career in management in the service industries.

The unit focuses on the ‘effective manager’ by investigating the key roles and functions of service industry managers and how these may be affected by the structure and culture of the operating environment, particularly in international and multinational organisations.

It explores the effective deployment, development and evaluation of human resources. You will investigate the inter-relationships between organisational roles, cultures and resource allocation in organisations.

Semester Two

Pathway units:

• eTourism Strategies

Strategic management and marketing are critical for the competitiveness of any organisation and Information Communication Technology (ICT) is increasingly used strategically to enhance profitability and competitiveness for tourism organisations and to facilitate the planning, managing and marketing of destinations. You will look at the range of available technologies and explore their strategic and operational uses in the tourism, travel and hospitality industries for both destinations and organisations. Using global examples you’ll learn how tourism organisations use technology and social networking to maximise their efficiency and effectiveness.

• eTourism Marketing

Marketing is an essential function for any organisation and eTourism marketing is increasingly important. In this unit you will gain an overview of the e-tourism marketing mix and how it is integrated into the overall marketing of tourism organisations. You’ll also explore the latest research in e-tourism marketing trends and consumer behaviour in order to gain an understanding of cutting edge thinking which will enable you to critically evaluate current e-tourism marketing within the tourism sector.

Please choose one of the following options*:

• Food & Drink
• Entrepreneurship
• Sport Tourism
• Ecotourism
• Aviation, Tourism Development & Climate Change
• Conference Tourism
• Events Marketing & Communications (September intake only)
• International Hospitality Management
• Operations Management for the Hospitality Industry
• Tourism Planning and Projects (September intake only)
• Tourism Impacts & Sustainability (September intake only)
• Marketing for Tourism & Hospitality: Principles & Practice
• Destination Marketing & Management (September intake only)
• Managing the Visitor Experience (September intake only)
• Retail Marketing & Consumer Behaviour (January intake only)
• Buying & Merchandising (January intake only)
• Work placement - 30 week duration (optional)

* Options will only run if enough students have chosen them.

Semester Three

• Dissertation

20,000 word dissertation.