Delivering Dynamic Destinations
You will gain a critical understanding of the conceptual development of a destination and learn about the role of different events as a sustainable strategy for developing destinations. You will gain an appreciation of the importance of all stakeholders in developing the 'competitive' destination and be able to critically evaluate the role of people, competition, technology and innovation in driving competitive advantage at the 'glocal' level. Case studies are used to illustrate concepts and theories from real world examples.
Tourism and Events Experiences
You will critically examine the concept of experience from a range of perspectives, developing an understanding of its importance within contemporary consumer society. A theoretical underpinning of this topic is provided by focusing on the increasing cultural significance of experiential consumption. You will focus on the creation and development of experiences within tourism and events industry and examine some of the key issues associated with their management. Students will explore the practical application of theory by working with a live client to design and pitch an experience concept to meet set criteria.
Finance and Economics for the Events and Tourism Industry
You will demonstrate the knowledge and key skills needed in financial planning and economic decision making in the tourism and events sector, and be able to analyse critically financial statements and the relationship between cost, profit, assets and liabilities. You will be introduced to financial and management accounting through case studies and the expertise of the GCU Moffat Centre.
Strategic Event Tourism Management
This module will provide you with a theoretical and practical understanding of the strategic role of events in shaping policy and developing sustainable tourist destinations. The module uses case studies of events and festivals with varying levels of national and international influence. You will examine the rationale for utilising events as a strategic driver of tourism at a local, national and international level and learn how to negotiate the competitive bidding environment, and ultimately how to manage these events.
Event Planning and Management
Working with other students you will research, evaluate and propose event concepts and select one to further develop. You will work together to produce an event delivery plan for a live event that the group will go on to deliver. This allows you to put theory into practice and gain an understanding of how events are planned, resourced, delivered and produced, followed by a critical appraisal and evaluation of the whole experience, preparing you for your future career.
International Marketing Planning and Strategy
In this module, you will gain insight into the issues facing a brand when moving into international markets and the impact it has on strategic planning to ensure organisational success and a competitive advantage in non-domestic markets. You will be able to put your learning into practice using a computer-based marketing strategy simulation, with the task of developing and implementing a marketing strategy for a simulated company and competing in a virtual marketplace.
Ethics, Governance and Responsible Leadership
By examining the private, public and social enterprise sectors, you will be equipped with a set of analytical tools and concepts to drive responsible decision-making, whilst highlighting the difference between compliance and ethically driven behaviours. You will gain a theoretical and practical understanding of real-world issues, from a UK and global perspective, and learn from the PRME related principles and the Common Good attributes which are central to this module.
Applied Professional Practice
Following on from the knowledge you have gained in Ethics, Governance and Responsible Leadership and with a focus on self-reflection, in this module you will develop your professional competence by undertaking a professional engagement activity. The link between these two core modules reinforces the significance of ethical and responsible decision making and leadership within your future career.
Masters Research Project
The final element of the programme is the Masters Research Project which provides you with an opportunity to design and undertake a piece of original research. You will apply methods and theories that are commonly used within the field of international tourism and events management and with the support of internationally published literature demonstrate best practice in this field.
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