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International Tourism Management MSc 2018/19 entry

Course code:

FBLT008

Study options:

1 year full-time
2 years part-time

How to Apply
Location:

Coventry University

Starting:

September 2018

 

Fees:
Faculty:

Get in touch

For questions regarding study and admissions please contact us:


+44 (0) 24 7765 2152


Overview

From marketing to heritage conservation, the International Tourism Management MSc aims to give you a broad ranging knowledge of tourism.

The World Travel and Tourism Council predicts the tourism industry will be firmly established as one of the world’s most powerful economic, responsible for 266 million jobs and global earnings forecast to reach $11 trillion by 2024. This expected growth is likely to drive the demand for professionally educated tourism managers who understand how, why and which people travel.

If you would like to advance within the international tourism industry, this Master’s degree aims to prepare you to manage the movement of 1.2 billion people around the planet. Through a study of key issues facing the industry, including sustainable and strategic tourism management, global marketing and tourism operations, there is an opportunity to develop specialist knowledge and industry relevant analytical tools.

Opportunities to hear from guest speakers, attend industry visits and study real-life case studies, aim to share real-world business experiences and bring you up-to-speed with the issues and challenges facing modern businesses.

Why Coventry University?

An award-winning university, we are committed to providing our students with the best possible experience. We continue to invest in both our facilities and our innovative approach to education. Our students benefit from industry-relevant teaching, and resources and support designed to help them succeed. These range from our modern library and computing facilities to dedicated careers advice and our impressive Students’ Union activities.

Global ready

An international outlook, with global opportunities

Employability

Career-ready graduates, with the skills to succeed

Student experience

All the support you need, in a top student city

Accreditation and Professional Recognition

This course is accredited and recognised by the following bodies:

Chartered Marketing Institute (CMI)


Tourism Management Institute (TMI)


Institute of Travel and Tourism (ITT)

European Foundation for Management Development (EFMD)


Chartered Association of Business Schools (CABS)

Course information

Combining theory and practice, this course aims to provide a strategic and conceptual understanding of the contemporary tourism sector, with a critical awareness of the current trends and challenges in the field, from sustainable tourism development to digital marketing and cultural heritage management.

We cover business disciplines and methods of working in the tourism sector, including operations management, sustainable tourism management, international tourism marketing, Human Resource Management (HRM), intercultural competencies and new business opportunities.

Modules

Overview

In the first semester, we will introduce the nature of operations management in service industries like travel and tourism. We place an emphasis on current local and global customer experience developments, for example tour operations and their roles in the tourism industry.

We’ll cover the basic principles of marketing; you’ll then be required to put the theory you learn into practice in a marketing simulation game in which you will construct and implement a strategic marketing plan, and evaluate its effectiveness by analysing the marketing and financial impacts of business decision-making, based on key performance data.

In the second semester, we aim to improve your knowledge of tourism strategy to prepare you to operate effectively in what is increasingly a complex and ever-changing environment. You will be introduced to some of the core strategic management principles, frameworks, tools and techniques, including strategic planning, internal and external environment analysis, financial management, organisation theories, dynamics of tourism industry and performance management. There will be opportunities to explore the development of tourism strategy from different perspectives. For example, public, private and voluntary sectors, and understand these strategic perspectives to gain an understanding of strategy formulation and implementation in tourism industry and related sectors, for example the operation of the macro and micro environments and strategic alliances of cruise, airline, tour operator and hotel. You will also have the opportunity to use interactive web-based marketing simulation software to develop your ability to apply marketing and financial principles in real-life business scenarios.

You have the choice of participating in an international field trip or taking the optional module of ‘New Business Development’, which provides an opportunity to develop a business plan for a new concept within the tourism sector if you wish to set up your own business venture upon graduation. This provides a chance to practice your entrepreneurial skills and appraise current and future environments in which tourism industries operate to develop a competitive strategic response.

In your final semester, you can choose to undertake a management consultancy project or research-based dissertation on a topic of your choice. Aligning your dissertation to the University’s research, you could, for example, look at destination management, community development through tourism, tourism marketing and brand management, heritage preservation, national park management and service management in tourism industry and related sectors.

This course includes the Global Professional Development module. Each of the participating postgraduate courses have an individually tailored version of the Chartered Management Institute (CMI) Global Professional Development module.

Modules

  • Semester 1

    • Tourism Operations Management
    • Strategic Marketing Management 
    • Sustainable Tourism Management 
    • International HRM 
  • Semester 2

    • Strategic Tourism Management 
    • Global Marketing 
    • Contemporary Issues in Tourism Management 
    • Global Professional Practice 
    • Global Professional Development - Consultancy


    Optional modules (one of the following):

    • International Field Trip 
    • New Business Development
  • Semester 3

    • Research-based Dissertation or Management Consultancy Project

In more detail...

  • Research-informed teaching from specialist lecturers who have experience within the service sector and are published in related disciplines.
  • Opportunities to participate in industry field trips to tourism destinations and heritage sites such as Stratford-upon-Avon, and the National Parks of England.
  • An internationalised learning experience through international formative case studies and summative assessments, learning alongside students on this course from many different countries, as well as participating in Online International Learning (OIL) projects.
  • Guest speakers programme draws prominent speakers from the international tourist sector to share their knowledge and experiences with students, such as national and international tour operators, officials and representatives of tourism boards from different countries, and representatives of international tourism organisations.

Coventry Business School is rated ‘excellent’ by Eduinversal.

Our main study themes are:

  • Tourism Operations Management: Operations are central to the success of any business with frontline employee effectiveness and a key element in customer satisfaction and the smooth running of any business. We focus on developing business awareness, proactive and logical thinking, research and critical analysis skills to help you make tactical and strategic customer experience management decisions on a local and global scale. The key concept of ‘tourism’ is interpreted widely to include other rich service operations, such as hotels, catering and leisure. 

  • Strategic Marketing Management: Focused on developing practical marketing skills, the module uses game-based learning by allowing students to use interactive web-based marketing simulation software that develops students’ ability to apply marketing and financial principles in real-life business scenarios. The module will extensively integrate technology and team work into the learning process giving students a taste of real life business decision making.

  • Sustainable Tourism Management: Over the past 20 years, sustainability has been identified as a core principle in the tourism sector. We will examine the relationship between sustainability and tourism in relation to climate and environmental change, the fallout from the global economic and financial crises and the challenges of implementing mutually beneficial policy at a local, national and international level. We will explore and evaluate various strategies for implementing a sustainable approach within the tourism industry, such as community based tourism and corporate social responsibility, investigating the impacts and implications this may have for the industry and its stakeholders.

  • International HRM: We examine the conceptual, strategic and operational aspects of international HRM, comparative HRM and cross-cultural HRM. More and more organisations have international dimensions in our globalised world. This can take the form of companies operating in an international marketplace, establishing international partnership or strategic alliances, setting up international subsidiaries or employing international staff. Operating in an international context can influence the nature and practice of HRM and the character, culture and ways of organising and managing people.

This course can be studied full-time over one year and may also be taken part-time over two years. starting in September.

The underlying focus is on strategic decision making in relation to tourism operations, tourism marketing and strategic tourism management. As well as traditional teaching and learning methods, such as lectures and seminars, specific subjects adopt a mix of experiential approaches to facilitate the achievement of richer, deeper and critical learning.

We consider how tourism management theories are applied in different international settings and contexts, including tourism in less-developed countries and at established destinations. We will also draw on real-life case studies of destination planning and promotion, heritage preservation, visitor management, national park management from secondary sources and invited guest speakers.

Throughout the course, we will introduce you to the Principles for Responsible Management Education (PRME), particularly in the teaching of sustainable tourism. Launched in partnership between business schools and the United Nations, PRME is designed to develop a new generation of business leaders capable of managing the complex challenges faced by business and society in the 21st century.

The optional international field trip in the second semester is intended to provide an opportunity to experience the global impacts of tourism directly. Subsidised by the University, this is likely to include a visit to one of the School’s strategic partners, located in countries including Malaysia, China, Hong Kong, and the USA. Learning is intended to emphasise the development of intercultural competences salient to international tourism management and you will be required to keep a journal of the trip as part of your assessment.

The course incorporates UK fieldtrips to tourist sites and company visits to tourism organisations, such as tourism board, national park authorities, destination management organisations, etc.  The course also incorporates visits to popular local destinations, for example Stratford-upon-Avon and Birmingham, and may include attractions in London, such as Tower of London, British Museum, and Olympic park.

Achievement of learning outcomes in most taught modules is assessed by a combination of coursework assignments, policy documents, verbal exams, presentations plus University examinations set in January or May. 

An estimated percentage breakdown of your final grade assessment is as follows:

  • Dissertation/Management Consultancy Project: 30%  
  • Reports: 30%
  • Presentations: 15%
  • Formal examinations: 10%
  • Essay 10%
  • Portfolios: 5%

On the successful completion of 180 level Masters credits, awards may be made with a ‘Distinction’ or ‘Merit’, based on the achievement of an average mark of at least 70% or 60% respectively. Students may be awarded the Postgraduate Diploma (PgDip) if they achieve 120 credits and a Postgraduate Certificate (PgCert) if they achieve 60 credits. Students may only progress to the final stage of Masters programmes after meeting the requirements for award of a Postgraduate Diploma."

30% assessed by reports

On successful completion, you should have knowledge of:

  • Concepts and theories of international tourism management and their application to real world situations.
  • Issues in international tourism management to enable effective operation in cross-cultural environments.
  • Issues in tourism management and the application of appropriate research methods.
  • The economic, social, cultural, environmental, technological and political dimensions of international tourism with a focus on sustainable and responsible tourism.
  • Intellectual frameworks and practical skills to develop and implement solutions to managerial tasks and problems.
  • The principles of consultancy and the theories and practices found in leadership.  


On successful completion, you should be able to:

  • Apply appropriate concepts or techniques to analyse and solve international tourism problems.
  • Synthesise ideas and arguments and formulate research questions into research design.
  • Develop appropriate management and technological solutions to complex economic, environmental, social, cultural and political issues.
  • Identify a tourism problem, choose and justify an appropriate research method and make recommendations to answer a question posed.
  • Acquire and analyse data and information to evaluate their relevance and validity.

There will be approximately up to 14 hours of formal teaching per week, with the rest of the time allocated to study directed by academic staff, and self-directed study and research.

On the taught modules, the teaching and learning is split evenly between lectures (in larger groups) and seminars and workshops (in smaller groups).

The dissertation includes an intensive research methods course (lectures and seminars), followed by one-to-one tutorial with a research supervisor.

In addition, you will be expected to undertake an additional 20 hours of self-directed study each week e.g. on further reading or working on coursework.

The course has an international focus, and all modules are applied to an international context, incorporating international case studies and in-depth examples, as well as the international field trip.

There are also opportunities to collaborate with students from other international universities on online international learning (OIL) projects. Furthermore, the international experience of the course team means you will benefit from the experience of lecturers on business operations from Asia, Middle East, Europe, and Africa.

Global ready

Did you know we help more students travel internationally than any other UK university according to data from the experts in higher education data and analysis, HESA?

In 2014/15, we were able to provide a total of 2,264 student experiences abroad that lasted at least five days, 73% of which were our own organised trips for undergraduates and 27% from postgraduate travel. Plus, we've been able to help more than 5,000 students spend time in other countries, from America to China, India and beyond.

Much of this travel is made possible through our Global Leaders Programme, which enables students to prepare for the challenges of the global employment market, as well as strengthening and developing their broader personal and professional skills.

Explore our international experiences

1st for

international experiences

Sending more students overseas than any other UK uni (HESA)


2,264

Student experiences

The number of student trips abroad for at least 5 days in 2014/15



12,000

and counting

The number of students we’ve helped travel internationally so far

21

global programmes

As well as trips, we offer other opportunities like language courses


Entry Requirements

The programme is subject to the general University admission procedures and access policies. 

To be accepted for the programme students must possess an Honours Degree at 2:2 or above, or an equivalent professional qualification or an equivalent level of professional experience.

The programme is subject to the general University admission procedures and access policies. 

To be accepted for the programme students must possess an Honours Degree at 2:2 or above, or an equivalent professional qualification or an equivalent level of professional experience.

English as a Foreign Language This course requires IELTS 6.5. Pre-Sessional English is available if required.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

The programme is subject to the general University admission procedures and access policies. 

To be accepted for the programme students must possess an Honours Degree at 2:2 or above, or an equivalent professional qualification or an equivalent level of professional experience.

English as a Foreign Language This course requires IELTS 6.5. Pre-Sessional English is available if required.

Our International Student Hub offers information on entry requirements for your country, as well as contact details for agents and representatives should you need more advice.

More detail

Tuition Fees

We pride ourselves on offering competitive tuition fees which we review on an annual basis and offer a wide range of scholarships to support students with their studies. Course fees are calculated on the basis of what it costs to teach each course and we aim for total financial transparency.

Starts

Fee


September 2018

£10,650 (per year)


Scholarships

If you're a truly outstanding undergraduate candidate we may be able to offer you a Coventry University Scholarship. Coventry University Scholarships are awarded to recognise truly exceptional sports achievement and academic excellence.

Starts

Fee


September 2018

£10,650 (per year)


Scholarships

For the September 2017 and January 2018 intakes, we're investing £1 million into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!

Starts

Fee


September 2018

£15,050 (per year)


Scholarships

For the September 2017 and January 2018 intakes, we're investing £1 million into scholarships for high achieving and enterprising students.

Our scholarships are worth up to £10,000 and every student that applies will be considered. Fulfil your potential this academic year with Coventry University!

Career prospects

We cover a broad spectrum of the international tourism industry, exploring contemporary issues and problems relevant to a wide range of situations and aspects likely to be faced by tourism managers and other relevant professionals.

There are also opportunities for you to develop your capabilities in strategic thinking, effective communication and research. During your studies and on graduation, you can receive support from the Faculty’s Business Futures team and an Employment Personal Tutor.

Coventry University is committed to preparing you for your future career and giving you a competitive edge in the graduate job market. The University’s Careers and Employability team provide a wide range of support services to help you plan and prepare for your career.

Disclaimer

By accepting your offer of a place with us, a Student Contract (“the Contract”) will be formed between you and the University. The Contract will detail all of your rights and also the obligations you will be bound by during your time as a student and will also contain all of the obligations that the University owes to you.  We would encourage you to read the Student Contract before you accept any offer of a place at the University. A copy of the Contract can be found here.