MA/PG Dip Tourism

Destination Management
Accredited by the University of Birmingham
Accredited by the Institute of Hospitality

and principals, but a key role rests with the planners

and developers who seek to both control and develop
tourism to meet the varied needs of different
stakeholders. As such, the tourism offers opportunities
to graduates at the operational level in a host of
organisations seeking to plan the development of
tourism, whilst some may find their careers developing
to take on a strategic planning role. This programme
seeks to reflect these characteristics through a focus on
studies examining the management and development of
tourism destinations.

This programme is recognised and approved by the Tourism

Management Institute.
The hospitality, leisure, travel and tourism sector
continues to play an important role in the UK economy
and elsewhere around the world. Indeed, throughout the
world, travel and tourism has enjoyed a sustained period
of growth over the last 30 years and now accounts for 9%
of global Gross Domestic Product (US$6,300 billion) in
2011 and nearly five percent of the UKs total economic
output (WTTC, 2012). Taking account of its direct, indirect
and induced impacts, Travel & Tourisms total contribution
in 2011 was US$743 billion in investment and US$1.2
trillion in exports. This contribution represented 9% of
GDP, 1 in 12 jobs, 5% of investment and 5% of exports.
Despite the adverse economic environment, the industry
grew by 3% over the course of the 2011 (in terms of
Travel and Tourisms contribution to GDP).
Accordingly, it is not surprising that tourism has been
perceived as a panacea for development, which has led to
intense competition, not only between destinations for
tourists, but also in respect of attracting travel and tourism
organizations to operate in the destination along with
investors and developers.
Yet with this growth has come economic, environmental and
social impacts that have assumed prominence in a debate that
questions the acceptable limits to tourism expansion. The
tourism industry is increasingly global in scope and is
composed of a myriad of different types of service providers

the dissertation. The placement provides students with the

opportunity to further develop operational skills, relate theory
to practice and gain a sound base of industrial experience. The
Colleges Industrial Placement Centre will work with students to
organise the placement.
Entry Requirements
MA
A good Honours degree or equivalent from a recognised
institution.
Postgraduate Diploma/Postgraduate Certificate
A degree and/or equivalent OR at least five years appropriate
management experience. Previous studies in tourism,
geography, history or business studies are appropriate for these
programmes.
English Language
Applicants whose first language is not English, will need an
approved test in English such as IELTS 6.0 or equivalent.
Example of duration of the programme

Modules
1 Tourism Destination Histories (20 credits)
2 The Dynamics of Tourism (20 credits)
3 The International Tourism Planning and Policy
Environment (20 credits)
4 Marketing Destinations (20 credits)
5 Tourism Planning Techniques (20 credits)
6 Live Project (20 credits)
Dissertation (60 credits)
Award of Postgraduate Certificate = 60 credits
Award of Postgraduate Diploma = 120 credits
Award of MA = 180 credits
Students may opt to undertake an optional industrial
placement by taking the opportunity of completing a 3
or 6 month period of industrial experience between the
end of the taught programme and the beginning of

September to June = 6 modules (120 credits)

July to January = Dissertation (60 credits)
1 Tourism Destination Histories
This module examines the importance of the contribution of
history to the understanding of tourism, developing the
important linkages that exist between history and tourism
studies. Of key concern in the exploration of how
tourism uses history, are the themes of heritage,
myth and legend, and authenticity and historical
representation in the provision of tourist
experiences. Representations of culture
and identity, such as the imagined
community, orientalism and
post colonial studies will
be investigated to

examine the
importance of
political and cultural factors
in this field of study.
2 The Dynamics of Tourism
This module explores the impact of
contemporary tourism issues on tourism
business organisations, adopting a local, national
and international perspective. Key issues relating to
changing consumer preferences, the packaging of
tourism products, the use of tourism related resources, risk
and crisis management are explored in the context of product
and market development.

techniques which might be deployed to understand the

internal and external environmental context of
destinations and to evaluate the impact of policies and
proposed strategies. At the same time, there is an
attempt to appreciate the subtlety, inconsistencies,
bureaucracy and political decision-making inherent in
guiding the future direction of destinations.

5 Tourism Planning Techniques

This module examines the nature and complexities of
techniques for auditing the performance of destinations
relative to destination objectives. There is an emphasis on
understanding the range and complexity of auditing

The workshop based sessions will be directed by student groups

in respect of issues they are working on.
Dissertation
This is an individual activity performed by the student under the
supervision of an appropriately experienced tutor. Students will
be encouraged to attempt to integrate concepts and knowledge
from a number of modules on the programme and to draw on a
wide range of academic sources. Regular personal tutorials will
focus on planning, review of progress towards objectives, the
synthesis, development and validation of findings and
finalisation of conclusions.

3 The International Tourism Planning and Policy

Environment
The focus of this module lies in examining the complex
relationship existing between international tourism
development and planning processes. This module examines
the framework and complexities of the macro international
policy and planning environment for tourism activity in the
context of both development and control. New approaches
to planning, development and control are evaluated for their
feasibility and suitability across a range of tourism
development scenarios.
4 Marketing Destinations
This module seeks to promote an understanding of the
concept of marketing management in marketing decisions in
the context of destinations. Specifically the module explores
the challenges facing Marketing Destination Organisations
(MDOs) in analysing tourism market structures and consumer
behaviour. This involves researching and selecting marketing
opportunities and threats, developing tourism marketing
strategies and e-strategies and in planning marketing tactics.

visit, the third part of the semester will consist of formal

lectures and workshop based activity sessions as students
prepare their reports for the industry client.

Teaching Methods
A variety of teaching methods and learning strategies are used
throughout the programme, including lectures, group activities
and discussions, overseas residential visits, live project work,
research work and case studies. Guest lectures supplement the
programme where appropriate, whilst industry-related visits are
used to highlight effective management practices.

6 Live Project
The main source of delivery for this module will revolve
around lectures, guest lectures and a residential field
visit to the live project destination. The lecture
programme will embrace theoretical aspects of project
management allied to lectures appropriate to the
specific live project brief.
The first half of the semester, prior to the project
destination visit, will be primarily lecture and seminar
based. The overseas visit will comprise the second
part, with students undertaking a mixed itinerary of
prearranged presentations and visits along with having
their own time for research activities. Following the

Seminar Work
Seminar work allows students to focus on specific issues and
sectors of the tourism industry. The programme is designed to
provide students with adequate time during the week for private
study and research.
Assessment Methods
Assessment may take the form of presentations,
feasibility studies, essays, seminars, case studies and
live projects conducted in partnership with
industry, with relatively less emphasis on
examinations.

University College Birmingham

Summer Row, Birmingham B3 1JB United Kingdom.
Tel: 0121 693 5959/0121 604 1000 Fax: 0121 200 1376
www.ucb.ac.uk email: international@ucb.ac.uk
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