Tourism Management & Marketing BA (Hons)

This distinctive programme combines the study of tourism industry structure, culture, policy, social responsibility and management with a focus on Tourism and Marketing Strategy. The focus on Marketing is a reflection of the importance it has in a broadly based and multi-sectoral industry. A key focus of the award is that it provides a knowledge base and set of skills that are academically rooted and professionally relevant, combining theoretical awareness with practical concerns.

UCAS course code
NN85 | With placement year NN86
Location
York St John University
Course fees
2019 - 2020: Home & EU students: £9,250 per annum, International (non EU) students: £12,750 per annum
Duration
3 years full-time | 4 years with placement year
Study Abroad
Yes - see our study abroad web pages for more information
Start date
September 2019
Accredited by
Tourism Management Institute, Chartered Institute of Marketing, Institute of Direct and Digital Marketing and Chartered Management Institute
Study options
Available with integrated Foundation Year
School
 York Business School

Course overview

Studying Tourism Management and Marketing is a great opportunity to gain a degree that is clearly focused on your long-term career prospects in a wide variety of contexts. Whether you are thinking of setting up your own business, working in a large corporation, or the public sector you will need to possess the right set of skills, and have an understanding of how businesses operate and how skilled managers can contribute to their success.

Studying Tourism Management and Marketing offers a number of opportunities in a wide variety of contexts. Whether you are thinking of setting up your own business, working in a large corporation or the public sector you will need to possess the right set of skills, and have an understanding of how businesses operate and how skilled managers can contribute to their success.  Within Tourism the discipline of Marketing is considered by many to be a key aspect of success.

Due to our location at the heart of one of the great cities which attracts tourists from all over the world we are able to access many tourism resources on our door step.  The University has excellent links with many tourist sites across the city, in particular the public body with overall responsibility for the tourism in the city, Visit York.

One of the highlights of the Tourism programmes at York Business School is an international field trip in the second year. Most recently staff and students flew to New York City for a week to explore the destination.

Our Tourism programmes are recognised by the Tourism Management Institute (TMI). 

The TMI is the professional body for destination management practitioners, with members drawn from all levels of the private and public sectors.  Assessment and recognition by TMI means that students can be confident the course will provide them with knowledge, understanding, skills and experience which will fully prepare them for a career in tourism destination management. 

The programme is accredited by the Chartered Institute of Marketing (CIM), providing professional marketing accreditation.

Tourism Management Institute Logo

Not sure which Business course to take? You can decide at the end of your second year.

York Business School run a wide range of fantastic courses, but don’t worry if you are not sure which area to study. We can offer you a flexible option and give you time to decide.

Course structure

Level 1

Compulsory modules:

Preparing for Business: This module will give a broad awareness of the fundamentals in business from a financial, economic, marketing and organisational perspective. The skills learned can be applied to any business organisation but learning for this module will be likely to give greater emphasis to a small business environment with the aim to make the interdependencies of the above areas more apparent. The fundamentals will be delivered in the lecture with the aim of giving all learners a basic awareness of the various disciplines and the associated issues that may arise.

Responsible Business: This module examines the nature of business enterprise and its relationship with wider society, seeking answers to the question: what does it mean for businesses to behave responsibly? There is an ongoing debate regarding this question, with answers ranging from ‘just maximize shareholder value’ to ‘consider everyone who is affected, including unborn future generations’, with many variations in between. In this ongoing debate we encounter ideas regarding, for example, stakeholder theory, the triple bottom line, corporate social responsibility, business ethics, the role of the state or of supra-national organizations, and so on. This module aligns well with the mission of the PRME (Principles for Responsible Management Education) (PRME) initiative to inspire and champion responsible management education. The challenge in this module of applying ideas from a complex ongoing debate to contemporary business and societal issues will support students in the development of both academic and employability skills.

Marketing Principles: The aim of this module is to provide students with the knowledge of the theory and operations related to marketing.  The ability to recognise and meet customer needs is an important factor in the success of organisations, whether they be in the public, private or voluntary sector.  This module provides an understanding of how organisations can identify and address the needs of internal and external stakeholder. It also provides an introduction to specific marketing concepts like the marketing mix. Students will be exposed to the wider understanding of the definition of marketing, the role of marketing, its functions and different concepts which can aid a marketing practitioner with a focus on the application and adaptation of the marketing theory.

Ventures in Entrepreneurship: The aim of this module is to expose students to the exciting, challenging and increasingly complex work of entrepreneurship and business ‘start-ups’. Students will gain hands-on experience of planning, implementing and running their own business through the business simulation software SimVenture Evolution. This will give a sense of the challenges inherent in starting up and running a new enterprise. Students will also develop a critical understanding of contemporary discourses surrounding ‘entrepreneurs’ and ‘entrepreneurship’ as they are found in the wider culture and society at large.

Marketing Research: Marketing Research covers the management of customer information and research projects as part of the marketing process. It provides participants with both the knowledge and skills to manage marketing information and the more specialist knowledge and skills required to plan, undertake and present results from market research.

Tourism Industries: This module is designed to provide students with an introduction to the history and development of service industries in general and tourism and associated industries (e.g. leisure) in particular.  Students will examine how tourism services are produced, provided and consumed.   The structure of the industries will be explored in relation to the public, commercial and not for profit sectors of tourism provision.  The nature and extent of tourism and leisure within the local context will be investigated through key organisations and their influence on current provision. The module will also acknowledge and study the global dimensions of these dynamic and hugely significant service industries.

All modules are worth 20 credits, except Dissertation which is worth 40 credits and Study Abroad which is worth 60 credits.

Level 2

Compulsory modules:

Management and Leadership: This module provides students with a broad understanding of the key concepts and principles of management and leadership. It considers the differences between management and leadership, through the development of theories and models, and the impact on organisations of different approaches. The module also allows students to analyse their own management and leadership skills and devise a personal plan which will allow them to develop these further.

Strategic Marketing Planning: The aim of this module is to provide students with knowledge of marketing planning in a global context. With markets shifting and changing constantly it is crucial that businesses and other organizations are able to assimilate information and conduct effective marketing planning. This module provides knowledge and understanding of marketing in an applied context. Key marketing theories and principles are applied to the practical aspects of marketing planning. Students learn how to analyse marketing requirements as they affect a particular operation and work towards producing a workable marketing plan that covers all the relevant aspects of marketing. Students will use real life cases or work-based material.

Destination Marketing: Effective, ethical and sustainable marketing practices are key to a successful tourism destination and given its multi-sectoral nature, the marketing of a destination will impact the destination at every level of operation. It is important therefore that students are exposed to the range of stakeholders within destinations and the marketing activities that take place. This module provides a theoretical context for understanding the way that tourism destinations are marketed and the underlying processes of cultural production to which these refer. The module focuses on key features of destination marketing as a social and cultural business practice and a subjective experience. Upon completion of the module students will have a clear understanding of the role of marketing in tourism and its context within tourism as a cultural and economic practice. All Tourism programmes at York Business School incorporate an international field trip in the second year as part of this module.

Research Methods and Project Management: Organisations frequently require both an understanding of how and why data is acquired, and an ability to collect, analyse and interpret it.  These skills are also important if students wish to progress to postgraduate study or careers in consultancy services.  This module considers the use of quantitative and qualitative research methods in subject contexts, and allows students to develop skills in the collection, analysis and reporting of relevant data. In addition, this module will develop students’ project planning and management skills as a tool to manage the research process.

Integrated Marketing Communications: This module aims to provide students with an overview of marketing communications from both theoretical and managerial perspectives. The role of Integrated Marketing Communications will be examined as an influence on buyer behaviour and as a major element in the marketing mix.

Cultural and Heritage Tourism: Cultural and heritage tourism is a major and growing sector of the tourism industry at an international level and for the City of York and its region. From a destination development point of view cultural tourism is a major factor in linking the City and the Region to the international tourism industry.  It also embraces several key subsectors all of which have significance in the visitor economy. These include built heritage, event management, museums and galleries, themed attractions, city and rural tourism, the performing arts, food tourism, festivals, other hallmark events, sport and local traditions and customs. Overall, this module aims to provide the students with knowledge and experience that will enable them to critically understand and evaluate the role of culture and heritage, the cultural industries and various forms of cultural production within the context of the visitor economy. It seeks therefore to develop both a theoretical basis and an operational sense of the role of culture and heritage in tourism.

Optional modules:

Study Abroad: This module is intended to accommodate flexibly the varying needs of exchange or study abroad students. For instance, this may be required when the modules offered by the host institution are sufficiently close to the modules that the student would be taking at York St John University. The module’s aim is to support students’ development in their subject knowledge while exposing them to the language and culture of the host country, whilst enhancing their foreign language skills.

All modules are worth 20 credits, except Dissertation which is worth 40 credits and Study Abroad which is worth 60 credits.

Level 3

Compulsory modules:

Dissertation: The aim of this module is to facilitate and express independent enquiry in a substantial piece of individual self-directed research work.  This module provides students with the opportunity to plan and conduct a piece of research through individual and independent activity and to present their findings in using visual aids and in written academic format that meets professional standards.  Students will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of their choice.

Developing a Business Research Project: The aim of this module is to prepare students to undertake an independent enquiry through individual self-directed project work.  This module provides students with the skills and knowledge to design and plan a research project.   Students will develop research objectives, formulate appropriate methodologies, and critique literature.  Students will develop a project plan which they can undertake through their final semester.

Developing an Organisation Based Project: The aim of this module is to develop the student’s skills in conducting a research project in response to a brief from an organisation. This module acts as a bridge into the industry they research. Students develop their research skills and their ability to structure an influential document.

Digital Marketing and Communication: This module will focus on developing digital marketing and communication strategies for successfully marketing products and services and communicating effectively through online channels. The module will allow students to appraise the impact that the rise of digital technology has had upon traditional marketing and corporate communication practices, whilst allowing them to develop appropriate digital marketing and communication plans that will utilise a range of digital technologies and techniques.

Tourism Policy and Planning: This module is designed to allow students to review the tourism planning process, identifying the similarities and differences between the public and private sectors.  The module provides students with an opportunity to develop skills of analysis and problem solving, enabling students to develop a critical awareness of tourism policy and planning, thus facilitating them to deal with the problems, choices and constraints involved in the development of effective strategies. Students will identify the importance of strategic management issues in relation to policy and planning decision making.  Specific policies and plans are examined and links between planning and policy particularly in the public sector are analysed.  The importance of policy formulation and strategic planning will be highlighted in relation to destination management.

Business Research Project: The aim of this module is to facilitate and express independent enquiry in a small scale substantial piece of individual self-directed research work.  This module provides students with the opportunity to conduct a piece of research through individual and independent activity and to present their findings in using visual aids and in written academic format that meets professional standards.  Students will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of their choice.

Organisation Based Project: The aim of the Organisation Based Project is to give students the opportunity to combine investigation into an authentic challenging business project with an in-depth research-based report. This offers links with potential employers and demonstrates understanding of the application of business principles in a real-world situation. Students will develop their research skills alongside techniques of reporting back on findings.

International Marketing: The purpose of this module is to provide students with a detailed knowledge and awareness of marketing theory and operations at an international level.  An understanding of international marketing is particularly important in bringing together a number of contemporary management issues such as cultural diversity and strategic decision-making as well as focusing on specific marketing problems as they are represented in the context of international marketing operations.  This module develops knowledge and understanding of the international context of marketing and particular issues that affect marketing decision-making and planning at this level.  Students will be exposed to the complexities and modalities of international marketing practice by analysing product development, branding and market entry strategies in a number of international contexts.  Students will also be introduced to the operational issues relating to marketing across national and world-regional boundaries and the challenges of operating across different cultures.

Responsible Tourism: Tourism is one of the world’s largest and fastest growing industries and potentially brings huge economic benefits. However, it also involves diverse stakeholders such as local communities, tourists and public and private sectors and is intensely political in its effects and implications.  This module provides a critical framework for understanding the concept of sustainability in tourism and what “being responsible” means for tourists and all other stakeholders in tourism.  The module examines the way to develop tourism for local communities in a sustainable manner, especially those in developing countries.  The module also investigates different kinds of tourism impact, especially focusing on economic, socio-cultural and environmental impacts, and explores the ways to enhance positive impacts of tourism and mitigate negative impacts of tourism in order to conserve cultural and natural heritages in local communities for the future generations. The module also aims to respond to the 6 Principles for Responsible Management Education which have a particular resonance in the field of tourism operations and for learners who are aiming to engage with this sector in business terms and/or as a career.

All modules are worth 20 credits, except Dissertation which is worth 40 credits and Study Abroad which is worth 60 credits.

Certificate in Management and Leadership

Modules include:

  • Responsible Business
  • Management and Leadership
  • Dissertation
  • Business Research Project
  • Organisation Based Project

Teaching & Assessment

All modules are delivered utilising a range of teaching, learning and assessment strategies including lectures, seminars, guest speakers, tutorials, workshops and a range of events and learning activities.

You are supported initially in the use of guided learning strategies in Level 1 developing towards autonomous, well-judged use of collaborative and independent learning strategies in Levels 2 and 3.

Throughout the programme you will be introduced to a range of different teaching and learning strategies. For example in Level 1 you will undertake simulation based learning (Ventures in Entrepreneurship) in which we use a computer based simulation to develop your business skills through developing your awareness of market forces and the decision making process you may require as a manager. Also laying the foundations of core tourism and marketing concepts through Marketing Principles and Marketing Tourism Industries. At Level 2 (for example) there will be evidence of practice based learning (Cultural and Heritage Tourism) in which you will be expected to engage in practical based activitieswhile also developing skills in managing projects (Research Methods and Project Management). Finally at Level 3 (for example) you will demonstrate your skills through practice and enquiry based learning giving you the opportunity to develop creative and innovative solutions to problems through Digital Marketing and Communication and Responsible Tourism.

You will undertake a variety of assessments which include the use of written assignments (often in the form of reports), individual and group presentations, exams and tests, and practical activities. An essential part of the assessment is to encourage both learning and the development of skills as well as preparing you for the requirements of the workplace. You will have opportunities for formative assessment and feedback to inform your work prior to submission and you will receive detailed feedback on assessments to help you develop and continuously improve your performance whilst on the programme. Advice will be provided in relation to development, further areas for research and guidance on how to enhance your knowledge of business and practice.

You will have the opportunity for study support including academic writing and research skills to enhance employability and career development in the field of tourism, management and marketing.

Programme specification

Further information on this course is available in the programme specification. Please note that the programme specification relates to course content that is currently being studied by students at the University. For new programmes, the programme specification will be made available online prior to the start of the course.

Disability Advice

York St John University works hard to create an inclusive environment for all our students. We offer a range of disability advice services to assist students throughout their studies.

Entry requirements

Qualifications

The minimum entry requirements for this course are:

96 - 112 UCAS Tariff points

3 GCSEs at grade C or above (or equivalent) including English Language

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Personal statement

Essential criteria

As well as a strong standard of written English, we also look for an interest and enthusiasm for the subject. This can be done in a variety of ways, either from an academic viewpoint, for example studying a business related A Level, or through relevant work experience or placements.

Valued criteria

Candidates can demonstrate a real enthusiasm for the subject that goes beyond achieving good grades in exams. Examples of this include:

  • Career plans
  • Attending workshops or seminars related to the chosen subject area
  • Showing leadership and teamwork skills through project work or awards such as the Duke of Edinburgh
  • Candidates may also look to undertake professional qualifications such as accounting qualifications or CIPD
  • Interest in promotion of attractions
  • Interest in tourism and hospitality

Terms and conditions

Our terms and conditions, policies and procedures contain important information about studying at York St John University. These can be accessed through our Admissions webpages.

Visit York St John.

Discover life as a York St John student by visiting us. You’ll be able to explore our beautiful city-centre campus, meet our friendly staff and find out more about your chosen course.

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Fees and funding

To study for an undergraduate degree with us, you will need to pay tuition fees for your course. How much you pay will depend on whether you're a UK & EU student or an international (non-EU) student. Tuition fees are charged for each year of your course.

Find out more about funding for Foundation Year and/or Placement Year by visiting the Funding Advice pages of our website.

York St John offer special reductions to students graduating from York St John University Undergraduate degrees in 2019 and continuing directly onto Postgraduate study. Find out more about discounts and scholarships.

There may also be some additional costs to take into account throughout your studies, including the cost of accommodation.

 

Tuition fees

UK & EU 2019 / 20

The York St John University tuition fee for the 2019 entry to Foundation Degree, BA and BSc, PGCE Primary and Secondary and UG Health Programme degrees is £9,250 per year for UK/EU, Jersey, Guernsey and Isle of Man students.

Tuition fees may be subject to inflation in future years.

Fees & Funding

Overseas 2019 / 20

The York St John University tuition fee for the 2019 entry to Foundation Degree, BA and BSc, PGCE degrees is £12,750 per year for international students.

Tuition fees may be subject to inflation in future years.

International Fees & Funding

Additional costs and financial support

Course-related costs

Whilst studying for your degree, there may be additional costs related to your course. This may include purchasing personal equipment and stationery, books and optional field trips.

Accommodation and living costs

View our accommodation webpages for detailed information on accommodation and living costs.

Study abroad

For more information on tuition fee reductions and additional costs for studying abroad, please visit our study abroad webpages.

Financial help and support

Help and advice on funding your studies at York St John is available through our Money Advice service.

International students

We welcome international students from all over the world at York St John University and have a vibrant international community. You can find out more on our International Pages about how you can study with us and what it’s like to live and learn in York, one of the UK’s most historic cities.

Unistats data for this course

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Do you have a question about this course? Fill out our form to send a question to our Admissions team. Alternatively, you can call us on 01904 876922.

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