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.