Course summary

The global tourism industry’s recovery post-pandemic, coupled with advancements in digital marketing and analytics, is driving demand for professionals equipped with both marketing acumen and analytical skills in the tourism sector. With our new MSc Tourism Marketing and Analytics, you will develop a master's level understanding of the international tourism industry and the knowledge and skills needed to excel in it. Introduction This specialised programme provides a strong foundation in both marketing and analytics, preparing you for strategic roles in the tourism industry. It combines the key concepts of marketing management, including consumer behaviour, digital marketing strategies focussed on tourism and brand management, and advanced data analytics. You will analyse data through real-life case studies and practical examples from various sources such as website visits and booking patterns. In doing so, you will understand how tourism businesses gain valuable insights into customer preferences and behaviours. You will also learn how to tailor marketing strategies effectively, target specific customer segments and personalise messaging and offerings. An essential part of your professional development is gaining prowess in using relevant analytical tools and techniques. You will discover how tourism businesses optimise their marketing campaigns by measuring key performance indicators (KPIs) to understand how they allocate resources efficiently, identify areas for improvement and maximise their marketing efforts.