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.