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International Hotel and Tourism Marketing – (M.Sc.)
Oxford Brookes University
The Oxford School of Hospitality Management
| Application Deadline: | as early as possible | ||
| Annual Tuition Fee: | ≈ € 9,121 - ≈ € 14,052 (non-EEA) | ||
| Location: | Oxford / United Kingdom / View location on map ▾ Hide location on map ▴ | ||
| Duration: | 12 months | Start Date: | January, September |
| Educational Form: |
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| Education Variants: |
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| Languages: | English | ||
Location of Oxford Brookes University
This specialist EPAS-accredited MSc programme is suitable for students who have a very good bachelor’s degree in hospitality and/or tourism, and preferably a minimum of one year’s relevant, full-time work experience.
The focus of your studies will be on ethical marketing management in hotel and tourism organisations. Students are prepared for an international marketing career in either the public or private tourism sector. There are options to begin the programme in January or September.
This MSc programme attracts students who are passionate about marketing and who have the creativity and communication skills to become a professional tourism marketer. You build on your previous studies and learn more about the psychology of tourist behaviour, the critical role of an ethical ethos in tourism and hospitality marketing, the influential role of culture in international marketing management, and how complexity theory aids our understanding of the dynamics of strategic choices in the global tourism industry.
There is a choice of electives, including an Intercultural Skills and an Internet Strategies module, and the opportunity to study a specific hospitality/tourism topic in depth in the Contemporary Issues and Dissertation modules. The Oxford Brookes innovative learning experience includes site visits, multi-cultural group work, sustainable tourism marketing debates, live case studies, the opportunity to create your own brand and an international visiting speaker programme.
At Oxford Brookes University's Faculty of Business we support and prepare you for your future career. This programme enables students to embark on marketing careers with local, regional and national tourist organisations or with international private sector companies such as hotels, tour operators and travel agencies. Some students choose an academic career by studying for a PhD.
Contents
Course length
Full-time: 12 months, or 24 months Sandwich mode (provides the opportunity to obtain one year's full-time paid supervised work experience)
Part-time: 24 months for UK and European Union students (teaching normally structured to provide one day or two half days each week in the semester)
The following compulsory modules build on your previous learning and work experience to enable you to develop a deeper understanding of the complexity of international hotel and tourism marketing management:
Tourist Consumer Behaviour - investigates the theoretical frameworks derived primarily from the marketing discipline that underpins patterns of consumer demand and usage. It incorporates models and concepts drawn from mainstream marketing, tourism marketing, and the social sciences - so forming a comprehensive understanding of tourist consumer demand. While the theoretical contribution is generic and applicable to any tourism-specific situation, an appreciation of the current global trends in tourist consumer behaviour is also included. The main focus of the module is the tourist decision process, but the inseparable nature of the product as an extended experience necessitates consideration of on-site consumption and post-experience behaviour.
Marketing the Responsible Tourism Business - focuses on sustainability issues that are now capturing public, media and government attention, and examines the ethical marketing response to these challenges in a tourism and hospitality context. Consumer behaviour in relation to green issues, and a wide range of management tools used by different tourism and hospitality sub-sectors (including the public sector), provides ideas to take an organisation forward. You will learn how to critique a tourism or hospitality organisation’s existing practice in respect of ethical marketing in tourism organisations.
Marketing Across Cultures - introduces you to the concept of marketing within an international hotel and tourism context. It provides you with conceptual frameworks to analyse the strategies of international hotel and resort companies. A key feature of the module is the emphasis on the cultural differences and similarities that international hospitality/resort operators have to understand if they are to develop effective global marketing strategies. Working in groups, you will carry out a non-assessed comparative research exercise into a country and market sector from a hotel/restaurant/resort marketing perspective. Your individual assignment involves a country market analysis and market entry strategy for a British hospitality brand's international expansion programme - and you design your own brand!
Tourism Industry Dynamics and Strategy - aims to integrate the knowledge you have gained about the management of hotel and tourism products/services from modules taken in the first semester. The module introduces students to risk management thinking. In a team you will research the historic and current business context of one company in the international hospitality industry and then individually you will build a case study for one of the leading companies in your sector. Finally, you will make recommendations for future strategy at executive board level. It is now widely recognised that an international manager must be more than operationally driven; indeed today's international manager must also be a strategic thinker in order to achieve the best performance results for an organisation on a worldwide basis. This module helps you to develop the ability to think strategically.
Contemporary Issues in International Hospitality and Tourism Management - provides you with the opportunity to develop a research specialism in marketing as applied to the international hospitality or tourism sector. In this module you will research a contemporary thematic area, critically analyse the literature and theory, and write an article suitable for publication in an academic journal. In undertaking this module you will work on your own with the support of an expert marketing tutor.
One elective -
You can choose one elective from a choice of hospitality, tourism or business modules including Destination and Event Development, Interactive Skills in a Cross-Cultural Context, and Internet Strategies for Tourism Distribution. Other electives may also be available.
Research Methods - provides you with an introduction to research methods so that you are aware of the approaches, methodologies and resources available for your dissertation. You will design a research project that ensures that you generate the information required to write the dissertation.
The Dissertation develops your ability to critically review literature, to identify the gaps in knowledge and practise relevant research skills to facilitate data collection, analysis, interpretation, presentation and writing. The 20,000 word dissertation provides you with the opportunity to investigate a marketing topic in depth from multiple perspectives working independently and supervised by a specialist tutor. You choose the hospitality or tourism marketing topic which you wish to study - this can be the same topic as your Contemporary Issues module or a different subject area.
The sandwich mode comprises one year of full-time MSc taught study and one year of full-time, supervised work experience. You have two options:
* You can join the programme in January and take the Professional Practice module. This provides up to 24 weeks of supervised work experience at an operative level in Oxford before starting the MSc taught component in September. You would then complete your year's work experience by taking the Professional Development module after finishing the taught part of the programme.
* Or you can take all of your work experience after studying on the MSc taught component. The sandwich mode of study provides paid, supervised work experience to support your academic studies with a suitable international hospitality and tourism employer, and you carry out an assessed project for the company.
* There may be opportunities for placements in international hotel and tourism companies.
As our courses are reviewed regularly, course content and module choices may change from those listed in the course entry.
IELTS
You are normally required to take an English Proficiency Test.
Most European Universities recognise the IELTS test.
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Register Now!Requirements
Entry requirements are normally a minimum of a good second class honours degree in hotel, tourism and management (or equivalent) plus a minimum of one year's work experience in the hotel and tourism industry. Entry will also be subject to two satisfactory references (one of these must be an academic reference). Applicants who have limited work experience in the hotel and tourism industry can join the sandwich mode and undertake the Professional Practice module, which starts in January each year.
English language requirements
If English is not your first language you will need to satisfy the university's English language requirements:
* IELTS minimum level 6.5 overall with at least 6.0 in the reading and writing components and 6.0 in speaking and understanding
* TOEFL score of 90 or above (internet-based), plus 4.5 in TWE.
Additional Requirements
| Minimal degree required: | Bachelor's degree |
| Minimal amount of work experience | Not specified |
Language Proficiency
| IELTS Band: | 6.0 |
| Cambridge English: Advanced (CAE): | Grade B (Score: 75) |
| TOEFL Internet-based: | 90 |
Accreditation
Accredited by the European Foundation for Management Development Programme Accreditation System (EPAS)
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