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CU Coventry is a diverse and exciting place to work and we share the enthusiasm of our staff and students to be the best at whatever they choose to do. We offer some impressive benefits for our staff and are committed to delivering the very best opportunities. We also have a comprehensive training, personal and professional development programme that provides our employees with the skills to enhance their performance in the workplace and grow in their careers. For both students and staff alike, now is an exciting time to join CU Coventry.

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Top Up - Strategic Tourism and Hospitality Management BA (Hons) Degree


This is a key area of both the domestic and global economy. As such there is a real demand for talented individuals who understand the management of tourism and hospitality businesses, and who can think strategically about business development. The courses that we offer at CU Coventry are designed to make sure that those talented individuals are you and your fellow students, providing you with the skills and knowledge to be successful in this growing market.


This course focuses strongly on the strategic aspects of the industry, and examines current emerging issues that you will face in the work environment. It also covers the impact of the wider environment on the sector, how to set a strategy for a hospitality or tourism-based business, and how to strategically market an organisation, sector or even a country. You should also be able to develop the skills and knowledge that will help prepare you to gain professional qualifications.


  • Decision making for tourism and hospitality managers
  • Strategic management for tourism and hospitality
  • Human resource management in tourism and hospitality
  • Sustainable tourism and destination management

On successful completion of the programme you should be able to demonstrate knowledge and understanding of:

  • Finance – you will look at the sources, uses and management of finance; the use of accounting and other information systems for the management of hospitality and tourism. At this level you will be introduced to the key financial data which can inform managerial decision making within both sectors. You will consider the methods used to analyse and interrogate the data as well as issues related to the accounting principles;
  • People – you will study the management and development of people within hospitality and tourism as well as theories related to customer relationship management. People are such a critical success factor within both sectors, it is essential you develop a critical appreciation of Human Resource Management (HRM) theories related to planning, recruitment, motivation and training, performance management and employment legislation and regulations;
  • Operations – you will study the management of resources and operations within hospitality and tourism. You will develop a critical appreciation of decision making theories and principles and how these are related to the hospitality and travel and tourism sectors. You will also begin to look at the core theories and concepts related to strategic management and critically evaluate how these might be applied in the context of both sectors. At this level you will also critically consider the interrelated relationship of the external business environment and the hospitality or travel and tourism operation. This will include the competitive market environment, the supply chain, legislation or regulation and market based theory;
  • Marketing – you will look at the theories related to marketing strategy, planning and implementation within the hospitality and tourism industries. You will deepen your understanding of the operational marketing requirements of both sectors with a critical consideration of marketing strategy, including a consideration of the emerging principles of relationship based marketing and how this can be applied in the hospitality and travel and tourism sectors;
  • Entrepreneurialism – you will explore the theories related to business startup and ownership within the hospitality and tourism industries as well as a critical understanding of the skills and competences required. At all levels of this programme you will be required to consider all aspect of hospitality and travel and tourism management from the perspective of the business owner.


This course will be taught through a variety of methods – lectures, tutorials, self-directed learning, textbooks, module webs, scenario-based learning sets, professional libraries and resources, journals and case studies, seminars, discussion forums and peer-to-peer learning.


Assessments will take the form of individual and group coursework, which is vocationally relevant. The wide range of assessment techniques used at CU Coventry will ensure that you have every opportunity to demonstrate your skills and knowledge in full.

There are no traditional final examinations to worry about. Instead, we will assess your learning through course work and presentations. Assessments take place during and at the end of each six-week block.


As a full-time student a normal learning block will mean that you get 18 hours of teaching each week in groups of approximately 25-50 students. Depending on the course you have chosen, you will attend morning (9.00-13.00) or afternoon (14.00-18.00) sessions. You will also need to attend one two-hour tutorial each week.

Entry Requirements

UK/EU Students

Level 4 and 5 qualifications (Foundation Degree or HND) and 260 UCAS tariff points. All courses require 5 GCSEs at A-C including Maths and English. 

If you don’t fulfil the entry criteria your application may be considered on an individual basis, taking in to account any work experience, other qualifications and/or any training you have completed. Please call or email for further information.

International Students

To apply for this course as an international student you must:

  • Meet the above entry criteria with either UK or equivalent qualifications.
  • Be trained to English language proficiency level IELTS 6.5.


Full-time course is: £5,846 per year

For the academic year 2016/17, each six week block will cost £1,461.50. A full academic year is made up of four of these blocks, so this means that a normal full-time year is £5,846. This covers some of your learning materials, access to the CU Coventry Library & Learning Services, all your classes and online tutorials. 

The part-time course fee is dependent on how many modules you choose to study in an academic year.

You can study up to four blocks in one academic year or study at a slower pace (usually three academic blocks per year). Please note if you do study at a slower pace you will need to re-enrol to complete your studies in the next academic year.

For the academic year 2016/17 each block for part-time students will cost £1,461.50. Therefore, the total fee per stage of your qualification if completed in the academic year 2016/17 is: £5,846.

International course fees is: £8,487 per year


As a full-time student or part-time student resident in the UK or EU, you can apply for a loan to cover the cost of your tuition fees at CU Coventry from Student Finance England.  


You can make your application in two ways:

• If you’re interested in a full-time course your application must be submitted via UCAS. Once you’ve registered you can start the application process;you’ll need our unique institution code C85, the code for your preferred course and the campus code 5.

Part-time/International Students

If you're looking to apply for a part-time or International course you can submit your application directly to CU Coventry via our online application form.

How will this course enhance my career prospects?

With a BA (Hons) Degree qualification, your chances of employment should be improved and the level at which you enter the jobs market could mean a higher salary. The skills and knowledge you acquire during your studies may increase the options available to you, and typical career opportunities available to you could include Graduate training schemes in hotels and middle management and advisor roles in the tourism and hospitality industries.


We plan to support you on your journey from student to graduate and hopefully employment by facilitating and encouraging work placements and internships to help you stand out from other graduates.

Sandwich years and placements give you the opportunity to gain further insight into the industry or career you are seeking to follow. This enables you to contextualise the theoretical models and concepts discussed in the classroom in the work place. Furthermore, if you choose to take advantage of a placement or sandwich year this version of the degree will help to increase your employment prospects by acquiring skills and gaining an understanding of what employers expect of graduates.

Professional body qualifications

Modules within the programme include units based on the Confederation of Tourism & Hospitality (CTH) level 6 Graduate Diploma. Upon successful completion of these elements you’ll have the opportunity to complete this additional qualification. This is not, however, a condition of academic credit: assessments for the professional qualification are independent from those undertaken for the academic award.

Professional body fees

Should you decide to take the professional qualification with CTH, there is a student membership fee and assessment fee. For further information please visit the CTH website.

Additional entrance information

Applicants who do not fulfil the above entry criteria may be considered on an individual basis, taking in to account work experience, other qualifications and any training you have completed. Please contact the College for further information.

The Confederation of Tourism and Hospitality (CTH)

Coventry have been rated 2nd in The Guardian league table for Tourism, Events and Hospitality for 2016. CTH students can take advantage of attractive progression opportunities with Coventry University College. This agreement enables CTH Level 4 Diploma, Level 5 Diploma and Level 6 Diploma graduates holding IELTS 6.0 or above to transfer credits for Coventry University College’s BA (Hons) Strategic Tourism & Hospitality Management degree.

Course code:

  • 1 year full-time; 14 months part-time (UK/EU only)

  • Top-up Courses

Course type:
  • Full time
  • Part time
  • Online learning


Contact Details:

CU Coventry

+44 (0) 24 7765 8787