International Tourism and Hospitality Management (with optional Placement/Project year) MSc

The module will provide a critical understanding of the theories, concepts and frameworks relating to tourism and hospitality experiences; enable an advanced critical understanding of the various factors which influence consumer behaviour in tourism and hospitality settings; address the customer experience challenges in the tourism and hospitality industries; and facilitate a critical application of research and trend analysis in designing customer experiences.

The following is illustrative of what the module will cover:

• Introduction to tourist/customer experience
• Understanding international tourist/customer 
• International customers expectation
• Understanding the quality of the experience
• Service characteristics and quality
• The experience economy and approach
• Tourist memorable experience
• Influence in shaping experience
• Experiential marketing mix 
• Experience design for international market
• Measuring satisfaction and experience
• Complaint management and service recovery
• Contemporary issues and challenges in managing experience

The module will provide a critical understanding of the theoretical foundations and practical applications of smart technologies in tourism; critically analyse trends and emerging tech (IoT, Artificial Intelligence, AVR etc.) for sustainable tourism development; investigate challenges (privacy, cybersecurity) and opportunities for digital disruption; and develop critical thinking to evaluate the digital impact on the tourism value chain.

The following is illustrative of what the module will cover:

• The evolving tourism landscape
• Smart destinations framework
• Digital marketing for tourism
• Big data and analytics in the tourism industry
• Global emerging technologies for tourism
• Smart mobility and transportation
• Smart accommodation and hospitality
• The role of sharing economy platforms
• Sustainable tourism in a digital age
• The future of the smart tourism

The module will critically examine short-term and strategic management decision-making in international tourism and hospitality businesses. 

The following is illustrative of what the module will cover:

• Tourism & hospitality operations management contexts
• Principles and practices of strategic tourism and hospitality operations management in different cultures
• Demand and capacity management in tourism and hospitality
• Managing the tourism and hospitality supply chain
• Managing quality
• Business ethics, social responsibility & leadership
• Innovation and change
• Resources management
• Sustainable tourism and hospitality operations
• Future developments in tourism and hospitality operations management

This module guides students in the design and completion of a research proposal in preparation for the research project in marketing. It will cover how to develop the skills to critically analyse and report findings, aligning with academic and industry standards.

Key topics include research paradigms, research methods, data collection and analysis.

The module equips students with the skills to plan, execute, and interpret research effectively, preparing them for advanced academic work or professional marketing projects.

This module supports the critical exploration of sustainability and aims to expose Masters level cohorts to the contested and multidimensional nature of the key concept of sustainable development. Participants will investigate and explore the economic, social and environmental dimensions and interpretations of sustainability. A critical consideration of the notion and application of sustainability will be facilitated via a variety of case studies, both live and published. This module further
aims to equip participants with an understanding of the practical implementation of sustainable development initiatives in the global business context.

This module is concerned with developing a critical understanding of sustainable development from economic, social and environmental dimensions; global and national discourses; measurement and indicators. The module will consider implementation challenges and the role of the UN Sustainable Development Goals as a framework for change in the global business context.

This module offers a comprehensive understanding of international marketing, emphasising the development of cohesive marketing strategies that adapt to cultural differences. Students will develop a strategic appreciation of international marketing challenges and opportunities, enhancing their understanding of how organisations enter international markets.

Students will explore the international marketing environment, buyer behaviour, evaluation of and developing marketing strategies and actions to account for international cultures, traits and behaviours.

This module equips students with the skills to identify and solve marketing problems through research-driven projects. It enhances their ability to collect, analyse, and interpret data while applying existing knowledge to real-world scenarios. Students will develop critical research and communication skills, learning to design, implement, and evaluate marketing studies. Key topics include literature reviews, research methods, research data analysis and presentation techniques. By completing a comprehensive marketing management project, students will refine their ability to justify decisions, draw conclusions, and provide clear outcomes based on their research findings.