Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2011-2012 (archived)

Module BUSI43U15: Tourism Management (Blended Learning)

Department: Business School (Business)

BUSI43U15: Tourism Management (Blended Learning)

Type Tied Level 4 Credits 15 Availability Available in 2011/12 Module Cap None.
Tied to
Tied to


  • None.


  • None.

Excluded Combination of Modules

  • Tourism Management (Block Taught)


  • To enable students to develop a critical understanding of the contemporary tourism industry, together with the social, political, economic and environmental pressure upon it
  • To explore the principal strategic, operational and financial dimensions of tourism management and the complex stakeholder relationships within them
  • To equip students with relevant knowledge and skills for managers in private and public sector organisations with a stake in the tourism sector


  • Tourism – origins, growth and futures
  • Demand – the flow of tourism and customer behaviour
  • Places as products
  • Attractions, destinations and experiences
  • Marketing to the tourist
  • Transporting the tourist
  • Accommodating the tourist
  • Managing visitors and their impact
  • Eco-tourism, impact measurement and the sustainability agenda

Learning Outcomes

Subject-specific Knowledge:
  • On completion of the module students should have an advanced knowledge and critical understanding of:
  • The international tourism sector, its scale and scope;
  • The sustainability agenda and impact debates;
  • Tourism marketing theory;
  • Geodemographic trends;
  • The strategic and operational dimensions of the travel sector.
Subject-specific Skills:
  • On completion of the module students should:
  • Be able to critically evaluate international tourism planning frameworks;
  • Be able to assess the validity of a range of tourism marketing techniques;
  • Be able to apply forecasting models and techniques relevant to international tourism management;
  • Be able to use a range of data sources and analytical methods relevant to international tourism management;
  • Have acquired organisational skills in travel, tourism and destination management.
Key Skills:
  • Effective written communication skills
  • Planning, organising and time management skills
  • Problem solving and analytical skills
  • The ability to use initiative
  • Advanced skills in the interpretation of data
  • Advanced computer literacy skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • The module is delivered via blended learning and in the form of discrete Study Units. These are designed to enable the learning outcomes to be achieved through a combination of specially written material, directed reading, reflection through self-assessed assignments and guidance for further reading. Extensive use of learning technologies is also employed to reinforce learning, including online seminars. Module tutors provide feedback on formative work and are available for individual consultation as necessary (by email, telephone, post, fax and video-conferencing).
  • The summative assessment of the module, a written report based on the development of a sustainable tourism strategy, is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Blended-learning Study Units (a combination of specially written materials, directed reading, self-assessed assignments, e-learning resources, and guidance for further reading) 9 150
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written report, based on the development of a sustainable tourism strategy 2,500 words maximum 100% Same

Formative Assessment:

Virtual team-based discussions and case-study exercises, delivered via DUO.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University