Diploma in Tourism Management, e-Marketing & Innovation

  • Overview
  • Course Content
  • Studying Online
  • Career Opportunities
  • Fees
  • Next Steps

Diploma in Tourism Management, e-Marketing & Innovation   


The Diploma in Tourism Management, e-Marketing & Innovation is aimed at professionals involved in, or aiming to enter the tourism sector, or who needs an understanding of tourism management and e-marketing. The programme retains a strong focus on the new skills required in this sector such as digital marketing, creativity and innovation. The program will prepare the students for travel and tourism roles in the public, private and voluntary sector. It will challenge the students to discover new ways in which technology can support a destination, explore how to attract and retain visitor markets, and how to manage tourism effectively and sustainably. The programme has a heavy emphasis on helping students gain real-world experiences, including the planning and execution of projects.

Programme Aims and Objectives


The main aim of the programme is to provide students with an appropriate base of relevant knowledge in various areas of tourism management and marketing, to promote personal development and business career development. The course aims to acquaint students with the processes, and develop the techniques involved with ideas generation for products, services and processes. It additionally examines the role of creativity and innovation in the tourism industry and explains the theories and models of new product development and new service development within the tourism industry.


  • Enable learners to develop management skills, abilities and techniques necessary to develop successfully in the tourism sector.

  • Provide learners with foundational marketing skills for tourism products and services.

  • Explore the concept of innovation and its role within the tourism industry.

  • Analyse case studies in order to learn about the professional standards in the sector and to improve related aptitudes.

  • Explore the global tourism panorama and its different lines of business and to learn to recognise areas of potential growth.

  • Enhance in learners an understanding of progressive sustainability concepts, environmental impacts and ethical issues for the industry.


Click here to view provisional timetable.


To meet the requirements of the Diploma in Tourism Management, e-Marketing & Innovation students will have to complete continuous assessment for each module. These will be a combination of both individual and group assessments, written assignments, case study analysis and presentations.

Please note this programme is not on the National Framework of Qualifications (NFQ).


Course Content

Tourism management and marketing principles

This module provides an introduction to the tourism industry and its marketing practices. It first presents the key players in the sector, their function, current challenges and opportunities.

It then offers an insight into the marketing of tourism destinations, products, services, and brands, exploring marketing concepts and digital tools relevant to the tourism industry. Examples of current marketing programmes by tourism organisations are used to illustrate the marketing practice as well as the changing nature of destinations and the dynamic consumer.

e-Tourism and Digital Marketing

This module aims to provide students with an appreciation of the nature, role and importance of the e-tourism business environment and a strategic and managerial perspective of the use of technology within the tourism sector. It explains the importance of online communications, strategies for communicating through social media channels, the management and measurement of online communications and reputation. Working with practical examples and case studies, students will evaluate the influences of specific technologies on both the demand and supply side of travel and tourism.

Innovation and Creativity in Tourism

This module considers the concept of innovation and creativity in relation to the tourism industry, its limits and applicability. It examines the factors influencing change in the tourism industry; how the industry is adapting to demand and the need for new product/service development. The module also aims to introduce students with the processes, and to develop the techniques, involved with ideas generation for products, services and processes, both within existing organisations and in the development of new business ideas within the tourism sector.

Culture and Heritage Management

The Culture and Heritage Management introduces the concept of cultural heritage and examines the theories, methods, and questions that shape the effort to protect and interpret cultural heritage today. It aims to enhance students’ knowledge of the demands of leadership roles in these closely-related sectors, including managing attractions and collections; analysing and anticipating sector-wide trends, nationally and internationally; exploring the possibilities of digital cultural heritage; and understanding visitors and users more effectively.


The Diploma in Tourism Management, e-Marketing & Innovation is offered as a part-time programme over one academic year. The programme is delivered in the form of lectures, group discussion, individual and group exercises, videos and case study analysis. The nature of the programme is essentially participative. Moodle will be used to facilitate student engagement with resources, as well as provide an interactive space for learners.

Career Opportunities

The programme will prepare the students for travel and tourism roles in the public, private and voluntary sector. Participants who complete this course will also be able to pursue opportunities in marketing departments who have a skills deficit, and how they can help deliver an exemplary customer experience. They will have a good level of understanding of how to develop and rollout strategies within organisations. Potential career pathways include: Conference centre manager, Customer service manager, Event manager, Marketing executive and many more.

Student Profile

Primarily this programme’s target group are those working in the tourism industry as well as those from related fields including hospitality management. It is also of interest to those wishing to gain employment in these areas. Professionals wishing to upskill in the area of marketing and social media, and gain the skill set to manage the impact that technology and innovation have on the sector.


The fee for this Diploma is €2,000. This is inclusive of tuition, registration, exam fees and DBS library membership.

View all DBS Evening Diploma fees here.

Visit Us

Open days are a great way to help you make your decision about your course of interest. The open day will give you the opportunity to receive one on one advice and direction from leading academics in your chosen subject area, meet current students and also have your questions answered on entry requirements, student support and the admissions process. Find out when our next Open Event is taking place. The Admissions Office is located in our Aungier Street campus and you are welcome to visit the college to speak with a member of our admissions team from Monday to Fridays, 8:45am – 5:15pm. Alternatively, you can contact us by email.

DBS Student Facilities

DBS Diploma students can also avail of a wide range of facilities to assist them in every aspect of their studies, please see below for more details.

  • Online Notes System (DBS Moodle)- is an eLearning system designed to provide you with a range of course material which will enhance and support your learning experience within DBS. 

  • DBS Library Aungier Street- the Library provides a programme of classes in the areas of Library resources, essay writing skills, avoiding plagiarism and referencing to assist you in your studies.  

  • DBS Careers and Appointment Service- which provides a range of services for Diploma students such as career advice and workshops in CV writing and interview skills. 

  • Subsidised Parking- DBS provides subsidised parking arrangements for students, which provides easy access to all main public transport routes in and out of the city centre. 

  • Subsidised Student Canteen- Diploma students can avail of the Student Canteen which is open in the evenings and offers a wide variety of choices on its menu.

  • Marketing & Event Management
  • Part-Time
  • Business & Management
  • Professional Evening Diplomas

Course overview

Dublin Business School

Schedule: 1 evening per week, 6.15-9.30pm
Next Intake: September 2024
Duration: 1 academic year Part-time

Contact Us

We are now accepting applications for programmes taking place in 2024. Contact our admissions team for more information

Email: [email protected]
Phone: 01 417 7500
Opening times:
Monday to Friday
8:45am to 5:15pm