MSc Tourism Marketing and Analytics

12 Months On Campus Masters Program

University of Liverpool

Program Overview

The MSc Tourism Marketing & Analytics at the University of Liverpool is perfect for students who want to combine marketing expertise with data-driven insights in the tourism sector. You’ll learn how to understand traveller behaviour, design digital campaigns for destinations, and use analytics to make strategic marketing decisions that really work.

Curriculum Structure

Semester 1

In your first semester, you’ll build a strong foundation with Marketing Management (ULMS575), learning the core principles of marketing and how they apply to tourism services. Research Methods in Practice (ULMS576) teaches you how to design studies, collect and analyse data, and turn insights into actionable strategies. In Managing Tourism Resources (ULMS585), you explore sustainable tourism practices and the social, economic, and environmental factors that influence the industry.

Semester 2

The second semester focuses on applying your knowledge strategically. Destination Marketing & Branding (ULMS586) helps you develop brand strategies for real destinations and engage with key stakeholders. Marketing Strategy & Analytics (ULMS578) gives hands-on experience with real-world data, allowing you to model customer behaviour and design campaigns backed by evidence. Critical Perspectives on Consumption (ULMS577) encourages you to think about why people travel, and the ethical and sustainable impacts of tourism on communities and the environment.

Final Project

You’ll finish your MSc with either ULMS719 Advanced Management Research or ULMS790 Dissertation, choosing a tourism marketing challenge that excites you and exploring it in depth under the guidance of a supervisor.

Focus Areas

Tourism marketing strategy; destination branding; consumer behaviour; advanced analytics; sustainable and ethical tourism.

Learning Outcomes

You’ll graduate able to analyse tourism data, design and evaluate data-driven marketing campaigns, apply research methods to real-world problems, and assess tourism marketing through ethical, sustainable, and inclusive lenses.

Professional Alignment (Accreditation)

Liverpool Management School is triple-accredited (AACSB, AMBA, EQUIS), ensuring your degree is respected globally. The MSc also offers exemptions for the Chartered Institute of Marketing (CIM) professional qualification, giving you a head start in your marketing career.

Reputation (Employability & Rankings)

Even though this is a new programme, it benefits from Liverpool Management School’s worldwide reputation. Graduates can pursue roles in tourism and hospitality marketing, digital analytics, or consultancy, with top employers including Marriott, Hilton, Expedia, and Booking.com, as well as leading consulting firms.

Experiential Learning (Research, Projects, Internships etc.)

On this MSc, your learning goes far beyond lectures and textbooks. You’ll get hands-on experience working with real tourism data, tackling authentic marketing challenges, and applying theory to practical projects — so that by the time you graduate, you’re confident and ready for the industry. The programme emphasizes active learning and research-connected teaching, meaning you’ll collaborate in teams, analyse real datasets, and turn insights into actionable marketing strategies.

Here’s how your practical experience unfolds:

Real-world data & case studies – analyse information from booking platforms, websites, and social media to understand customer behaviour and create effective marketing campaigns.
Analytics tools & software – gain hands-on experience with statistical and data analysis tools in the Marketing Strategy & Analytics (ULMS578) module.
Team projects – work collaboratively on assignments, mirroring the way marketing teams operate in tourism companies.
Sustainable tourism consultancy – explore the balance between economic growth and social/environmental responsibility through Managing Tourism Resources (ULMS585), applying your learning to real-life scenarios.
Research project or dissertation – complete ULMS719 Advanced Management Research or ULMS790 Dissertation, choosing a tourism marketing challenge that excites you and researching it in depth under supervision.
Career-focused support – access Liverpool’s Career Studio, use digital employability tools, and get guidance on internships, placements, and networking opportunities.

Progression & Future Opportunities

Graduates from the MSc Tourism Marketing & Analytics leave Liverpool ready to take on exciting roles where marketing meets data in the tourism sector. Typical positions include Marketing Manager (Tourism), Digital Marketing Specialist, Data / Business Intelligence Analyst, or Tourism Consultant. By combining marketing knowledge with analytics skills, you’ll be well-prepared to shape strategies, influence business decisions, and contribute to sustainable growth in tourism organisations.

Here’s how Liverpool helps you turn your degree into a successful career:

Dedicated career support – The Campus Career Studio offers one-on-one coaching, CV and interview guidance, digital employability tools, and support finding internships or graduate schemes.
Strong industry links – The programme is closely connected to employers such as Marriott, Hilton, Expedia, Booking.com, as well as consultancies like Deloitte and PwC, giving you real insight into the sector.
Global recognition – Liverpool Management School is triple-accredited (AACSB, AMBA, EQUIS), meaning your degree is respected by employers around the world.
Professional qualifications – The MSc includes exemptions from Chartered Institute of Marketing (CIM) modules, fast-tracking you towards professional certification.
Graduate outcomes – Alumni typically progress into roles in marketing, digital analytics, business intelligence, and tourism consultancy, using both their creative and analytical skills.

Further Academic Progression:
If you want to take your learning further, you could pursue a PhD or MRes in Marketing, Tourism, or Business Analytics, building on your dissertation or research project. This opens doors to academic careers or specialist research roles in tourism strategy, sustainable tourism, or marketing analytics.