International Tourism Management and Marketing BA (Hons)

The module will have two key strands:

In Strand 1 you will explore key themes in relation to tourism, tourism destinations and tourism businesses. These will include:

• Definitions, theories and types of tourism
• The size, scale and importance of international tourism
• Factors that influenced the development of international tourism
• Supply and demand including seasonality, sectors, structures and stakeholders
• Tourist types and typologies
• Types of tourism business

In Strand 2 you will be introduced to the real-life processes that help create successful tourism businesses. You will explore live case studies and visit local tourism businesses to experience their operation first hand and understand issues including:

• Operating environment 
• Revenue management 
• Organisation and HR issues 
• Quality management 
• Product design 
• Marketing

This module expands your knowledge from the Practical Marketing Module. You will deepen your understanding of how the marketing mix applies in practical and digital contexts. You will appreciate how current and emerging digital marketing practice influences overall marketing approaches. 

This will be delivered through a marketing simulation (i.e. MyMarketingExperience) in order to provide a real-world scenario to apply your knowledge. 

In this module, you will gain deeper insight into current marketing issues and practices, as well as exploring key themes that are evolving within the industry. 

This module aims to broaden your marketing knowledge and practical skills to help you move up to Level 5 study and shape your career aspirations. Topics may include but are not limited to sustainability and ethics, consumer insights, global marketing, AI in marketing, and digital disruption. In addition we will build on your academic skills and practice as part of your step-up to Level 5. 

This module provides students with a critical understanding of the experience economy, focusing on management approaches to designing impactful and memorable experiences. Students will explore the concepts of authentic experience design and the use of interactive technology and creative marketing to shape the customer journey. Emphasis will be placed on atmospherics, storytelling, and the role of sensory stimuli, motivation, and co-creative participation in the planning, implementation, and evaluation of experiences for sustainable outcomes.

The following is illustrative of what the module will cover:

• Principles of the experience economy
• Experience design and customer journey 
• Typology of experience and motivation 
• Creative marketing strategies in the context of experiential economy
• Co-creating and staging experiences
• Evaluating experiences and recovering from failure 
• Planning and implementing immersive environments
• Interactive technologies in experience design

Chinese: Intermediate Language Development (20 Credits) Option

This module is designed for students who have completed GCSE in Chinese or equivalent. You will further develop your grammar, vocabulary and learning conventions for spelling and pronunciation. You will work with written and recorded texts on a range of cultural, personal and social topics and will develop oral and written communication skills at an intermediate level.

French: Communication in Practice (20 Credits) Option

This module is designed for students that have completed A-Level or equivalent in French. You will further develop your grammar, vocabulary and expression and apply these to real world situations. You will work with written and recorded texts on a range of cultural, personal and social topics and will develop your oral and written communication skills at Post-A level.

French: Intermediate Language Development (20 Credits) Option

This module is designed for students who have completed GCSE or equivalent in French. You will further develop your grammar, vocabulary and learning conventions for spelling and pronunciation. You will work with written and recorded texts on a range of cultural, personal and social topics and will develop oral and written communication skills at an intermediate level.

German: Communication in Practice (20 Credits) Option

This module enables students with A-Level German or equivalent to further develop their grammar, vocabulary and expression and apply these to real world situations. You will work with written and recorded texts on a range of cultural, personal and social topics and will develop your oral and written communication skills at Post-A level.

Spanish: Communication in Practice (20 Credits) Option

This module is designed for students that have completed a A-Level or equivalent in Spanish. You will further develop your grammar, vocabulary and expression and apply these to real world situations. You will work with written and recorded texts on a range of cultural, personal and social topics and will develop oral and written communication skills at Post-A level.

Spanish: Intermediate Language Development (20 Credits) Option

This module is designed for students that have completed GCSE or equivalent in Spanish. You will further develop your grammar, vocabulary and learning conventions for spelling and pronunciation. You will work with written and recorded texts on a range of cultural, personal and social topics and will develop oral and written communication skills at an intermediate level.

Subsidiary Language for Beginners (20 Credits) Option

This module provides the opportunity to study a new language from scratch and introduces you to basic grammar, vocabulary and cultural contexts. You will apply the language to practical situations using both oral and written skills. 

This module aims to investigate the issues associated with international tourism development from a global perspective. It seeks to explore how tourism can be a force for good in these countries but also considers the problems that it can cause; and provide in-depth understanding of different niche tourism.

Key themes include but not limited to:

• Globalisation and tourism
• Development theories
• Societal, environmental and economic impacts on tourism
• Tools and techniques for tourism development
• Destination competitiveness

On this module you will explore marketing principles within a global context. You will develop an appreciation of a range of cultural contexts and understand the differing needs of a variety of consumers across the globe. You will explore the cultural issues that affect an international marketing programme and the adaptations that need to be made in order to effectively reach the target consumer. You will then be able to understand and develop the appropriate strategies available to organisations when implementing  marketing campaigns within global markets.  

This module focuses on social media campaign planning and approaches to successfully engaging audiences through social media channels. 

This may include an exploration of social media marketing as a crucial component of broader marketing communications strategies; content creation for user engagement; methods for ensuring consistency across various digital touchpoints to strengthen brand presence; an overview of legal/regulatory considerations for social media marketers and an introduction to social media metrics for measuring campaign performance. 

This module provides a structured, university-level work placement for 4, 5 or 7 weeks as one continuous block / period with a placement provider (i.e. a local employer from the private, public, or charitable sector). It is designed to enhance your professional skills in a real-world job setting.  

The placement can either be organised by you or with support from university staff.  

All work placements within this module must be university-level; this means:  

• Undertaking high-skilled work commensurate with level 5 study (e.g. report writing, attending meetings, delivering presentations, producing spreadsheets, writing content on webpages, social media, marketing services/products etc)  

• Physically placed (albeit part of it can be hybrid) within an employer setting in one continuous block / period for 5 weeks for a minimum of 140-147 hours over the course of the entire work placement 

• Where applicable, your existing part-time employer can be approached/used as the placement provider, if the high-skilled work criterion above is fulfilled for the full duration of the placement.   

• All quality assurances/agreements provided by the University are adhered to, by you and the employer.  

The work placement context may not necessarily, reflect your degree discipline per se, but rather, it will give you an enriched experience to enhance your professional skills in a real-world job setting. 

This module will enhance your employability through experiential learning. This may be achieved through live marketing projects and collaboration with various organisations. You will develop a real-life appreciation of a range of activities carried out by marketing professionals. This may include market research, social media marketing, brand development and communications planning.

You will also refine your transferable skills to maximise your work readiness and employability prospects within the marketing industry, develop your graduate-level employment skills and appreciate the importance of life-long learning. 

This module will allow you to network, build organisational relationships and gain valuable insights about the marketing industry. 

This module will enhance your employability through experiential learning. It will develop your graduate-level employment skills and enhance your understanding of workplace practice and lifelong learning. You will refine your transferable skills which will ensure your work readiness and employability prospects within the tourism industry. 

The project can be a city based, or company based. It may include field trips or simulation cases.

Choose one of the following:

1. Professional Placement (40 Credits) Optional
2. Term abroad (40 Credits) Optional
3. One of the following Language options

Advanced Language Development and Global Sustainability (40 Credits) Optional

The module will provide the opportunity to further develop your language skills, building on your previous learning at advanced level. The second half of the module includes a placement abroad or, alternatively, a project on a sustainability issue in a target language country. The first half of the module will prepare you for placements abroad where appropriate as well as a deeper understanding of sustainability in target language contexts. 

Developing Intercultural Literacy and Cross-Cultural Skills (40 Credits) Optional

• The multiple facets of global citizenship
• Ethical engagement and practice
• The United Nations Sustainable Development Goals
• Cross-cultural issues and sensitivity
• Intercultural communication
• Culture shock
• Cultural adjustment
• Self- assessment of needs: identification of the range of transferable skills, competencies and attitudes employees need and employers expect graduates to possess-with a strong focus on understanding the intercultural competencies (ICC) needed to live and work abroad.
• Critical analysis/evaluation of individual requirements in relation to culture/cultural adjustment/culture shock/visas/medical.
• Critical analysis/evaluation of skills already acquired in relation to key skills related to ICC.
• Devising strategies to improve one’s own prospects of working abroad in the future.
• Devising an action plan to address gaps in transferable skills based on organisational analysis and sector opportunities.

Experiential Overseas Learning (40 Credits) Optional

Preparation for Experiential Overseas Learning will take place at the University of Chester during level 5 and will include:  

• The multiple facets of Global citizenship
• Ethical engagement and practice
• Cross-cultural issues and sensitivity
• Intercultural communication
• Theories, models and strategies of learning

Theories and models Intercultural competence

• Theories and models of Integration and Multiculturalism
• Critical thinking skills and models of Reflection
• Experiential learning models
• Self-directed experiential learning

Personal and placement-related skills

• Enhanced independence
• Improved command of multicultural behaviour
• Increased knowledge and confidence in their individual facets of personal identity
• Effective time management and organisational skills
• Project management – working away from University and independent study
• Self-management and personal development
• Team building and team work

Part B: Overseas

Students will engage in experiential learning activities overseas for at least 150 hours 

Post Beginner Language Development and Global Cultures (40 Credits) Optional

The module will provide the opportunity to further develop your language skills, building on your previous learning at beginner level. The first half of the module includes intensive taught sessions in interactive workshop mode which will prepare you for placements abroad or self-directed language development. The second half of the module includes a placement abroad or, alternatively, a project on a cultural issue in a target language country. 

Upper Intermediate Language Development and Global Employability (40 Credits) Optional

The module will provide the opportunity to further develop your language skills, building on your previous learning at intermediate level. The first half of the module includes intensive taught sessions in interactive workshop mode which will prepare you for placements abroad or self-directed language development. The second half of the module includes an placement abroad or, alternatively, a project on a business or tourism issue in a target language country. 

Or you can choose ONE of the following:

• University Placement Year Optional
• Subject Placement Year Optional
• International University Placement Year Optional

This module should be advantageous for graduates seeking employment in any industry. For Non project managers to develop knowledge of the concepts, processes, tools and competencies for managing projects and be able to apply these in real life situations in any industry and job role. Module should enable students to acquire up to date knowledge on Project Management in a modern workplace, specifically looking at what makes projects successful and why they fail.

This module considers how public bodies and destination management organisations (DMOs) can contribute to the development of sustainable places. It includes:

The need for sustainable destination planning and management

Theories and models used in the development and management of international destinations

Practical approaches to destination planning and management applied at international, national, regional and local levels and in a range of different types of place according to their environment and the extent of their existing tourism volume and challenges.

Topics covered include: 

• Stakeholder engagement
• Destination research and forecasting
• Strategic Policy development
• Destination planning techniques
• The role of different types of destination management organisation
• Destination branding and place shaping
• Place promotion and marketing
• Destination management techniques

This modules provides a comprehensive knowledge strategic marketing planning and management process. It will develop a critical perspective of the various strategic marketing approaches and models available and will enable you to implement them within an organisational context, with a view to creating a sustainable competitive advantage.

Digital technologies and concepts will be analysed to consider how this might feed into the strategic marketing process. You will also  explore contemporary marketing issues and critically evaluate their impact on the discipline of marketing. 

The module will provide a critical understanding of most current trends and innovations that impact the tourism and events industry. By researching a diversity of issues and sharing the findings with their classmates during presentations, all students will gain an in-depth insight into the ‘state of play’ of 21st-century tourism. The subject takes a macro approach of trends and students will find knowledge gained useful when they are studying other, more specialized aspects of the hotel and tourism industry during their course. 

The following is illustrative of topics that can be covered:

• Digitalisation (e.g. AI, AVR, Hybrid, mobile technology) in the tourism and event
• Overtourism/detourism issue
• Terrorism, security, crowd management and  risk management
• Diversity and inclusion in tourism and event setting
• Cultural sensitivity 
• Tourist and event attendees' health and disease
• Innovations in tourism and event development
• Attendee's and tourists' behaviour 
• Sustainability trend
• Authenticity and commercialisation in tourism and events

The module offers a critical understanding of branding and it's creative and managerial role in the marketplace. It will offer a holistic approach to branding, moving away from a simple concept of visual identity to developing a brand experience as part of the customer journey, thus considering internal branding as a key aspect of brand delivery.

It will provide a strategic skillset to grow and maintain brands in a sustainable and ethical manner, whilst at the same time focusing on way to enhance brand image and identity.

The module will encourage you to think in a more creative way towards brand building and development as well as offering a strategic focus.

This module will explore emerging and disruptive trends in digital marketing. Module content will be informed by the most current issues and debates within the industry. Topics may include the role of Artificial Intelligence in marketing, content marketing trends, misinformation, developments in digital retail, and regulatory considerations  such as data management and advertising standards

Learners will develop an in-depth appreciation of the current digital landscape to prepare them as graduates for evolving industry standards and expectations. 

This module develops student knowledge of the United Nations’ Sustainable Development Goals (UNSDGs) in the context of Marketing.

Students will examine the relationship between marketing and sustainability and identify the challenges that sustainable development presents to marketing practice.

Students will evaluate sustainable marketing frameworks, sustainable consumer behaviour and alternative consumption (e.g. the sharing economy) by examining academic theory and contemporary marketing practice, developing sustainability marketing knowledge and skills that equip marketing professionals for the challenges of the 21st Century.

This module will explore and examine a range of key themes, theories and concepts in order to develop knowledge and understanding for students to appreciate the complexity of managing, leading and operating in the Third Sector. Via a range of interactive lecture/workshops students will study inter-related themes such as:

• Fundraising mechanisms, approaches and opportunities 
• Reasons and motivations for giving and supporting the Third Sector
• The role of the Charity Commission
• Contemporary trends and issues in the Third Sector
• The role of philanthropy and altruism 
• Third Sector Regulations and Governance 
• Trustees and board management
• Financial management in the Third Sector
• The Donor Pyramid and Donor Journey
• Association with celebrity's as Patrons and the Brand impacts
• Challenges facing the Third Sector 
• Public support and perception of the Third Sector 
• Legislation and law within the Third Sector 

The module is designed to enable students to develop and apply business research and analytical skills that will enhance their employability and rapid progression to management positions in the workplace. It requires them to: 

• Undertake a research project that is 'scoped and framed' within a required degree programme of study.
• Design and conduct appropriate in-depth research in an elected area of study.
• Acquire, consolidate and apply theoretical knowledge, methodologies, and research approaches in a ‘real world’ environment.
• Develop and utilise skills in critical investigation; analysis and synthesis of evidence; reflection and autonomous learning.

This is a self-directed module which enables and empowers students to initiate and develop their own project concept appropriate to their discipline of study.

Students within their final year of studies are very focussed on their ultimate work aspirations, and this module aids them to gain 'graduate trajectory' and enable them to better move into their chosen profession / industry as seamlessly as possible upon graduation.  

After the initial lectures setting out the style and scope of the module and opportunities, students decide on the content of their project and assessment (co-creation), and pitch this to staff by way of an initial project proposal.

Students then receive tutorial support and supervision throughout the year and agree the form that their final assessment will take. Students are encouraged to work with other stakeholders (internally or externally) where appropriate in the developing the project or work.