Key Information

Full-time

1 year

Part-time

2 years

Typical Offer

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Campus

Brayford Pool

Validation Status

Validated

Fees

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Course Code

TOUMKTMS

MSc Tourism and Marketing

Lincoln International Business School has an experienced team of staff, made up of academically and professionally qualified lecturers with relevant industrial experience and wide research interests.

Key Information

Full-time

1 year

Part-time

2 years

Campus

Brayford Pool

Validation Status

Validated

Fees

View

Course Code

TOUMKTMS

Dr Georgiana Els - Programme Leader

Dr Georgiana Els - Programme Leader

Dr Georgiana Els (Ciuchete) is a Senior Lecturer in Tourism and Events Management at Lincoln Business School. She has extensive experience within international tourism and events companies, being involved in the organisation of several international events. Her research interests are related to tourism business management; e-consumer behaviour and social media; risk and crisis management with a focus on tourism. Georgiana is involved in research projects and activities in the areas of digital technology and social entrepreneurship in tourism.

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Welcome to MSc Tourism and Marketing

Tourism is a globally important industry that offers a wide range of career opportunities. The MSc Tourism and Marketing degree at Lincoln can offer a route to a variety pathways dependent on career aspirations through its selection of modules.

The programme is designed to develop an understanding of marketing in the context of tourism. Students will have the opportunity to study a range of modules in tourism and marketing with the aim of developing an understanding of tourists as consumers and how destinations can be branded and promoted. Students will also have the chance to develop critical-thinking and organisational skills, which aim to support them to become an effective professional.

The programme is taught by a team of international academics. In addition, the course benefits from guest speakers, who are professionals in marketing or tourism.

MSc Tourism and Marketing is available for either a September or February start.

How You Study

The taught element of the programme consists of seven compulsory modules and one optional module. The compulsory modules are:

- Consumer Behaviour
- Destination Management and Marketing
- International Marketing and Customers
- Marketing Communications
- The Visitor Experience at Cultural and Heritage Attractions
- Contemporary Issues in the Visitor Economy
- Personal Professional Development
- Research Methods for Tourism, Events and Hospitality
- Final Project

Optional modules will run as far as at least 10 students select them. Timetabling arrangements may limit the availability of modules to some students. As the options reflect staff research interests, they may alter over time due to staff availability.

Options:

- Brand Management
- Digital Marketing
- Disaster Management
- Global Relationship Marketing
- Group Consultancy Project
- International Entrepreneurship

Students then progress to undertake the final dissertation stage of the programme. The dissertation is designed to encourage innovation and diverse pathways to the final assessed product. In this respect, the dissertation is an extended project that can accommodate a range of independent work.


Contact hours and Independent Study

Each module typically consists of two or three weekly teaching hours over a teaching term. You will normally study four modules per term and therefore 8-12 hours per week. Please note irrespective of whether you are a full-time or part-time student your hours of study may vary from term to term and can be spread throughout the week.

Postgraduate level study involves a significant proportion of independent study exploring the material covered in lectures and seminars. As a general guide, for every hour in class students are expected to spend at least four - five hours in independent study. For more detailed information please contact the programme leader.

Optional modules will run if at least 10 students select them. Timetabling arrangements may limit the availability of modules to some students. As the options reflect staff research interests, they may alter over time due to staff availability.

If you are planning to study the degree on a part-time basis, you will be studying two modules per term with 4-6 hours of contact time on a weekly basis.

This programme is also available for a February start. Students who enrol on a February start for this programme will be offered the core modules, but electives will be restricted. Availability of electives will be subject to student numbers, timetabling and staffing constraints.

Please note that February admission is only available for full-time study.

† Some courses may offer optional modules. The availability of optional modules may vary from year to year and will be subject to minimum student numbers being achieved. This means that the availability of specific optional modules cannot be guaranteed. Optional module selection may also be affected by staff availability.

Consumer Behaviour 2021-22MKT9117MLevel 72021-22This module aims to introduce consumer learning, attitude formation and change, and the complex consumer decision making process, which are illustrated by examples from multiple sectors including retail and tourism.CoreContemporary Issues in the Visitor Economy 2021-22TOU9170MLevel 72021-22CoreDestination Marketing and Branding 2021-22MKT9209MLevel 72021-22This modules aims to develop an understanding of the main features of destination marketing, with a focus on both strategic and operational aspects. Such as destination marketing research, planning, and implementation of marketing plans through the marketing mix elements. Particular attention is given to destination branding that is studied from a supply and demand side, providing students with the chance to develop a better understanding of the differences between destination brand identity; destination brand positioning and destination brand image. The role of new technologies (such as social media, virtual reality, etc.) in shaping destination marketing will be analysed. Throughout the module theoretical aspects are presented together with real cases that clarify concepts and theories.CoreFinal Project 2021-22MKT9713MLevel 72021-22The final project provides an opportunity for students with a range of experiences and interests to apply and develop their existing skills and knowledge to an independent study project, which affords an opportunity for both the expression of original thought and creativity, together with the application of analytical skills and critical reasoning. Our approach to research projects is to facilitate innovative approaches and diverse pathways to the final assessed piece of work.CoreInternational Marketing and Customers 2021-22MKT9124MLevel 72021-22The aim of this module is to provide students with the opportunity to develop an understanding of marketing concepts applied in an international context. The module is designed to provide students with a clear comprehension of marketing tools available and their use within an international environment, understanding the cultural diversity of their customers.CoreMarketing Communications 2021-22MKT9125MLevel 72021-22Marketing communications is the process of informing, persuading and reminding customers, intermediaries, employers, and publics of a companys product and or services. The module aims to define the task of communications from a managerial perspective within an international context. The module principally focuses upon the nature of the communication process, the obstacles that are encountered in international communication and the ways in which these problems are overcome.CorePersonal Professional Development 2021-22TOU9166MLevel 72021-22This module aims to equip students for the business environment by incorporating a range of practical and professional skills. Students have the chance to be coached through the process by a team coach and receive mentoring support from academics and business representatives. The topics are selected and designed in close collaboration to industry in order to prepare students for a dynamic work environment.CoreResearch Methods for Tourism, Events and Hospitality 2021-22TOU9176MLevel 72021-22This module aims to prepare students for undertaking the research required for a dissertation or an equivalent piece of academic work. It seeks to introduce students to the core principles of the research methods they are likely to encounter in their research, the basics of research design and the organisation of an independent study. Both qualitative and quantitative methods of data collection and analysis can be explored. In the context of qualitative data, students have the opportunity to learn how to conduct, transcribe and analyse semi-structured interviews. The principles and procedures of survey design and statistical modelling can also be introduced. Students are expected to develop and present their dissertation (or equivalent work) ideas as an extended research proposal. This module aims to prepare students for undertaking the research for their Master's dissertation or project, and other assignments.CoreThe Visitor Experience at Cultural and Heritage Attractions 2021-22TOU9143MLevel 72021-22Cultural and heritage sites, festivals and events are growing in number and popularity. Moreover, the divide between fixed attractions and events is to some extent dissolving. Attractions such as museums and galleries are increasingly attempting to reinvent themselves as spaces of multiple use. This module asks who the visitors are, and what they hope to gain from the experience. It is designed to provide students with an opportunity to develop a critical understanding of the approaches adopted with the intention of enhancing the visitor experience.CoreBrand Management 2021-22MKT9206MLevel 72021-22Brands are ubiquitous in our current world and influence our consumption behaviour in both indirect and direct ways. This module provides students with the opportunity to develop a critical understanding of the different elements of branding including brand value, identity, and associations. The lectures focus on branding theory while the seminars involve case analysis with an emphasis on applying theoretical knowledge to real-life situations.OptionalDigital Marketing 2021-22MKT9118MLevel 72021-22This module provides the opportunity to explore how the increasing pressures and opportunities created by new media formats and electronic communication tools are shaping marketing strategy. The module covers themes such as social media marketing, mobile marketing, data analytics, and digital marketing campaigns.OptionalDisaster Management 2021-22TOU9158MLevel 72021-22The module follows a coherent and holistic approach to disaster management in its reconciliation of the key processes of preparedness, response, recovery, and rehabilitation. It draws upon experience from major disasters around the world both historical and contemporary.OptionalGlobal Relationship Marketing 2021-22MKT9115MLevel 72021-22Relationship marketing can be seen as the process of creating added value for organisations by managing their connections with internal and external stakeholders. This can include customers, employees, suppliers and distributors. Central to the module is the development of a perspective that sees an increasing role for co-creation with consumers in relationships and the effective implementation of appropriate customer experiences.OptionalGroup Consultancy Project 2021-22MGT9125MLevel 72021-22This module aims to further enhance managerial competence and capability by providing the opportunity for students to develop the skills to become competent management consultants. Such competency is highly valued as it can help facilitate internal and external organisational consultancy interventions that add value at both an operational and strategic level.OptionalInternational Entrepreneurship 2021-22BUS9024MLevel 72021-22Entrepreneurship is an essential skillset in the development at global level of new and existing businesses, social enterprises, and more broadly societies and their economies. Enterprise is defined as the application of creative ideas and innovations to practical situations, combining creativity, ideas development, and problem-solving with expression, communication, and practical action. Entrepreneurship is the application of enterprise skills to creating and growing organisations in an international context in order to identify and build on opportunities. This module draws on the latest UK QAA Guidance on Enterprise and Entrepreneurship in Higher Education and aims to develop, at an international level, enterprise awareness, an entrepreneurial mindset, and entrepreneurial capability, which can lead to entrepreneurial effectiveness which can be applied in a range of contexts.Optional

How you are assessed

The main assessment method is assignments where students are expected to think critically while investigating issues in depth, based on independent reading and research. Assignments also develop written argumentation and communication skills that are important for many careers.

Presentations aim to develop students' ability to make persuasive oral arguments and meet the needs of employers who often look for graduates with confident spoken communication skills. Other assessment methods include exams and poster presentations.

In addition to formal assessments, students have a chance to submit formative assessments that assist them in producing the final assessments. Some assessments involve group work that enables students to enhance their team working skills.

The University of Lincoln's policy on assessment feedback aims to ensure that academics will return in-course assessments to you promptly usually within 15 working days after the submission date.

Fees and Scholarships

Postgraduate study is an investment in yourself and your future, and it's important to understand the costs involved and the funding options available before you start. A full breakdown of the fees associated with this programme can be found on our course fees pages.

Course Fees

For eligible students, there are more ways than ever before to fund your postgraduate study, whether you want to do a taught or research course. For those wishing to undertake a Master's course, you can apply for a loan as a contribution towards the course and living costs. Loans are also available to those who wish to undertake doctoral study. The University offers a number of scholarships and funded studentships for those interested in postgraduate study. Learn how Master's and PhD loans, scholarships, and studentships can help you fund your studies on our Postgraduate Fees and Funding pages.

Course-Specific Additional Costs

For each course you may find that there are additional costs. These may be with regard to the specific clothing, materials or equipment required. Some courses provide opportunities for you to undertake field work or field trips. Where these are compulsory, the cost for travel and accommodation will be covered by the University and so is included in your fee. Where these are optional, you will normally be required to pay your own transport, accommodation and general living costs.

With regards to text books, the University provides students who enrol with a comprehensive reading list and you will find that our extensive library holds either material or virtual versions of the core texts that you are required to read. However, you may prefer to purchase some of these for yourself and you will be responsible for this cost.

This course is now closed for new international applicants for October 2021 entry.

Entry Requirements 2021-22

Honours degree or equivalent.

If you have studied outside of the UK, and are unsure whether your qualification meets the above requirements, please visit our country pages https://www.lincoln.ac.uk/home/studywithus/internationalstudents/entryrequirementsandyourcountry/ for information on equivalent qualifications.

Overseas students will be required to demonstrate English language proficiency equivalent to IELTS 6.0 overall, with a minimum of 5.5 in each element. For information regarding other English language qualifications we accept, please visit the English Requirements page https://www.lincoln.ac.uk/home/studywithus/internationalstudents/englishlanguagerequirementsandsupport/englishlanguagerequirements/.

If you do not meet the above IELTS requirements, you may be able to take part in one of our Pre-session English and Academic Study Skills courses. https://www.lincoln.ac.uk/home/studywithus/internationalstudents/englishlanguagerequirementsandsupport/pre-sessionalenglishandacademicstudyskills/ . These specialist courses are designed to help students meet the English language requirements for their intended programme of study.

Industry Expertise

Lincoln International Business School has an experienced team of staff, which is made up of academically and professionally qualified lecturers with relevant industrial experience and finance experts with wide research interests.

The Business School hosts a series of visiting speakers each year. As part of the School, students will have the opportunity to learn from industry experts. Previous speakers have included representatives from organisations such as Deloitte, Santander, HSBC, Innocent, The Institute of Internal Auditors and Sir David Tweedie (ex-Chairman of the IASB).

Students will also have the chance to build their skills and knowledge further with extra-curricular activities such as joining a society, volunteering or becoming a Student Ambassador.

100 Funded Field Trip Places

As part of your global education at the Lincoln International Business School, we are offering students the opportunity to undertake funded international trips to exciting overseas destinations. Postgraduate students have the opportunity to travel to destinations in the UK, Europe, the USA, and the United Arab Emirates.

These field trips combine academic study with first-hand experiences of language, culture, and industry, allowing you to put theory into practice. We've designed themes specifically for postgraduate students that align with learning areas such as Industry (4.0), Financial Services, and Visitor Economy.

Find out more about our 100 funded field trip places for students.

Sunrise over planet earth

Career and Personal Development

The University Careers and Employability Team offer qualified advisors who can work with you to provide tailored, individual support and careers advice during your time at the University. As a member of our alumni we also offer one-to-one support in the first year after completing your course, including access to events, vacancy information and website resources; with access to online vacancies and virtual and website resources for the following two years.

This service can include one-to-one coaching, CV advice and interview preparation to help you maximise your future opportunities. The service works closely with local, national and international employers, acting as a gateway to the business world.

Working in Partnership

Lincoln International Business School works with students and organisations to enhance the contribution of business to society. For students, that means developing their business skills and knowledge to improve their career readiness.

The University of Lincoln is a member of AACSB, a global nonprofit association connecting educators, students, and businesses to achieve a common goal: to create the next generation of great leaders. Find out more.

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Postgraduate Events

Find out more about how postgraduate study can help further your career, develop your knowledge, or even prepare you to start your own business at one of our postgraduate events.

Find out More

Related Courses

Teaching and Learning During Covid-19

At Lincoln, Covid-19 has encouraged us to review our practices and, as a result, to take the opportunity to find new ways to enhance the student experience. We have made changes to our teaching and learning approach and to our campus, to ensure that students and staff can enjoy a safe and positive learning experience. We will continue to follow Government guidance and work closely with the local Public Health experts as the situation progresses, and adapt our teaching and learning accordingly to keep our campus as safe as possible.
The University intends to provide its courses as outlined in these pages, although the University may make changes in accordance with the Student Admissions Terms and Conditions.
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