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| Application Deadline: | as early as possible | ||
| Annual Tuition Fee: | ≈ € 8,775 - ≈ € 13,509 (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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| Credits (ECTS): | 90 | ||
| Languages: | English | ||
Location of Oxford Brookes University
This specialist 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.
With an academically rigorous EPAS accredited master’s which is highly relevant to the needs of employers’ you will stand out from the crowd. The focus of your studies will be on sustainable marketing management in hotel and tourism organizations. 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 the sustainability 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 Business School 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 airlines, hotels, tour operators and travel agencies. Some students choose an academic career by studying for a PhD. Please see our website for more details about career opportunities
Contents
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 for Sustainability in Tourism and Hospitality focuses on the environmental issues that are now capturing public, media and government attention, and examines the 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. Cutting-edge case studies, drawn from consultancy and research carried out by our Centre for Environmental Studies, and external speakers will provide a focal point for discussion and debate. You will learn how to critique a tourism or hospitality organisation´s existing practice in respect of sustainable marketing and the environment.
* Marketing Across Cultures introduces you to the concept of marketing within an international hotel and resort 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!
* Strategic Management in International Tourism Firms As strategic management is, by nature, inter-disciplinary, this module aims to integrate the knowledge you have gained about aspects of the management of hotel and tourism products/services from modules taken in the first semester. In a team you will research the historic and current business context of one sector of the international tourism industry and then individually you will build a live-case study of one of the leading companies in your sector. Finally, you will make recommendations for future strategy at the 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 will also be available.
* Research Methods and Dissertation provides you with an introduction to research methods so that you are aware of the approaches, methodologies and resources available for your dissertation. The module enables you to design a research project that will ensure that you generate the information required to write the dissertation. You will develop the ability to critically review literature, to identify the gaps in knowledge and develop relevant research skills to facilitate data collection, analysis, interpretation, presentation and writing. The 20,000 word dissertation provides you with the opportunity to demonstrate what you have learned, what you can do and shows whether you have the ability to work independently. You choose the marketing management 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 Introduction to Work module. This provides 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 Manager in Development module after finishing the taught part of the programme.
* 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.
Credits and modules
Oxford Brookes operates the European Credit Transfer System (ECTS). All postgraduate single modules are equivalent to 10 ECTS credits, double modules to 20 ECTS credits, and treble modules to 30 ECTS credits. A full master's course will carry 90 ECTS credits.
You are normally required to take an English Proficiency Test if you come from a non-English speaking country.
Most European Universities recognise the IELTS test.
More informationRequirements
Entry requirements are normally a very good 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 Introduction to Work module, which starts in January each year.
If English is not your first language you will need to demonstrate that your level of English is appropriate for study at postgraduate level. In addition to the academic entry qualifications, applicants must have British Council IELTS 6.5 overall with a minimum level 6 in reading, speaking, understanding and writing, or an equivalent English language qualification acceptable to the University, such as a TOEFL score of 575 or above (paper-based), or 233 or above (computer-based), or 90 or above (internet-based).
Additional Requirements
| Minimal degree required: | Bachelor's degree |
| Minimal amount of work experience | Not specified |
Language Proficiency
| IELTS Band: | 6.5 |
| Cambridge English: Advanced (CAE): | Grade B (Score: 75) |
| TOEFL Paper-based: | 575 |
| TOEFL Computer-based: | 233 |
| TOEFL Internet-based: | 90 |
Accreditation
Accredited by the European Foundation for Management Development Accreditation System (EPAS) and by the Institute of Hospitality.
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