MSc Tourism Marketing Management

1 Year On Campus Masters Program

University of Strathclyde

Program Overview

The MSc Tourism Marketing Management equips you with the skills to plan, promote, and manage tourism experiences in today’s global market. It’s perfect for anyone looking to work in tourism, hospitality, or destination marketing, even if your undergraduate degree is in a different field.

Curriculum Structure

In the first part of the course, you’ll build a strong foundation with modules like Strategic Marketing Management, learning to create competitive marketing plans, and Consumer Behaviour, where you’ll understand what drives tourists’ choices and decisions.

As the year progresses, modules such as Marketing Research in a Digital Age teach you to carry out real-world research using digital and traditional tools, while Brand Management & Strategy focuses on building strong, global tourism brands.

Later, Destination Marketing Management shows you how to effectively promote cities, regions, or attractions, and Managing Tourism Resources dives into sustainable tourism and operational management for hotels, transport, and attractions. Your studies culminate in either a Dissertation or an Industry Project, giving you the opportunity to apply theory in practice.

Elective modules like AI in Marketing, Integrated Marketing Communications, and International Culture & Heritage Marketing let you tailor the course to your interests and career goals.

Focus areas:
Tourism strategy, destination marketing, consumer behaviour, sustainable tourism, global service marketing

Learning outcomes:
Develop strategic marketing plans for tourism organisations, analyse tourist behaviour, manage tourism resources responsibly, conduct research using digital tools, and design service-marketing strategies for a global audience.

Professional alignment (accreditation):
Strathclyde Business School is AACSB, EQUIS & AMBA accredited, giving your degree international recognition.

Reputation (employability):
The program is taught by leading experts with strong industry links and research expertise, connecting you to professional networks and real-world insight through the Stephen Young Institute for International Business.

Experiential Learning (Research, Projects, Internships etc.)

At Strathclyde, learning goes far beyond lectures. This MSc gives you the chance to apply marketing theory to real-world tourism challenges, helping you build practical skills that employers really value. You’ll work on live projects with real organisations, use industry-standard digital tools, and benefit from close guidance from faculty who are deeply connected to the tourism and marketing sectors.

You’ll gain hands-on experience through opportunities such as:

Marketing Works Consultancy Project: Collaborate in small teams to advise a real tourism organisation on marketing strategy, conducting research and presenting actionable insights.
Capstone Project: Choose between a research-focused dissertation or a live project with a tourism business, allowing you to tailor your learning to your career goals.
Case Studies & Simulations: Engage in practical exercises that mirror real tourism marketing challenges, helping you apply classroom theory in realistic scenarios.
Guest Speakers & Industry Engagement: Learn directly from professionals with current industry experience and expand your network in the tourism sector.
Digital Tools & Research Support: Access Strathclyde’s IT resources, marketing software, and library databases to run your projects and analyses effectively.
Institute Connections: Through the Stephen Young Institute for International Business, tap into research and industry networks to enhance your practical work.

You’ll study in modern facilities at Strathclyde Business School, with full access to libraries, IT services, and collaborative learning spaces that support both independent and group projects.

Progression & Future Opportunities

Graduates of this MSc are well‑equipped to step straight into exciting roles in the tourism and travel sector. Typical careers include Destination Marketing Manager, Tourism Brand Strategist, Sustainable Tourism Consultant, or Tourism Research Analyst, giving you plenty of options to apply your skills creatively and strategically. The combination of practical projects, international case studies, and marketing expertise means you’ll leave with both confidence and real-world experience that employers value.

Here’s how Strathclyde helps you make the leap into your career:

Careers Support: The University’s Careers & Employability Service offers one-on-one coaching, CV and interview guidance, and employer networking opportunities to help you secure your ideal role.
Industry Links: You’ll engage with tourism organisations and public bodies, such as the Loch Lomond & Trossachs Trust, gaining hands-on experience and building your professional network.
Employer-Relevant Skills: Through real-world marketing projects, you’ll develop the skills employers are actively looking for in the tourism sector.
Global Recognition: The course is backed by AACSB, EQUIS & AMBA accreditation, giving your degree international credibility.
Sustainability Focus: With modules like Social Responsibility & Sustainability, you’ll be prepared for roles that prioritise responsible and ethical tourism.

Further Academic Progression:
After completing this MSc, you could:

Pursue a PhD in Tourism, Marketing, or Sustainable Tourism to focus on research areas like destination development or consumer behaviour.
Take executive education courses in niche areas such as heritage marketing, tourism innovation, or responsible tourism leadership.
Complement your degree with professional tourism or marketing certifications, helping you target senior or specialist roles.