Tourism Marketing and Management

  • Girish Prayag photographed in the Shilling Club with coffee

    Associate Professor Girish Prayag has co-authored a book on global tourism resilience after natural disasters, and recently worked alongside ChristchurchNZ on a research project examining the impact of Airbnb accommodation services in Waitaha Canterbury.

Tourism Marketing and Management explores the growth of the contemporary tourism industry, and its vast impact on a country’s economy, environment, culture, residents, and on tourists themselves.

This major and minor subject focuses strongly on the development, management, and marketing of tourism, including issues of destination marketing and branding, impacts of tourism, Māori tourism, and insights into marketing practices in the hospitality and events sector.

UC’s focus on the management and marketing side of tourism is unique from other universities. On a national level, Aotearoa New Zealand’s tourism industry is mostly composed of medium to small tourism businesses, so there is a growing need for graduates with managerial experience in tourism.

Tourism Marketing and Management is also available as a minor in the Bachelor of Arts and the Bachelor of Science.

  • Graduate Diploma in Commerce: This is an ideal transition to postgraduate study in Marketing but is also suitable for non-Commerce graduates with an interest in Marketing.
  • Bachelor of Commerce with Honours (Marketing): This programme offers a higher level of academic achievement and a greater understanding of the relationship between theory, research and practice with an emphasis on analytical, communication and project management skills. It is also a pathway to the Master of Commerce.
  • Master of Commerce (Marketing): The MCom programme allows students to learn more about Marketing but also enhances their ability to critically view the world and carry out an independent research project. All students are required to take a 30-point paper on research methods (MKTG 620), which serves as a prerequisite for a 90-point Thesis (MKTG 694), where students carry out an independent piece of academic research.
  • Doctor of Philosophy (Marketing): Students will prepare a thesis which will make an original contribution to knowledge in marketing.

For more information see our graduate and postgraduate options page. You can also view staff research interests for potential supervisors.

The Department of Management, Marketing and Entrepreneurship offers a Master of Commerce (MCom) in Marketing. The MCom Programme allows you to not only learn more about your chosen major, but also how to critically view the world and carry out an independent piece of research. For students interested in continuing Tourism Marketing and Management, this can be a topic of research for the dissertation.

  • The MCom Programme differs significantly from undergraduate studies. The smaller classes allow for more interaction with the lecturers and students participate more in the life of the Department.
  • Academic standards are high and students are expected to take more initiative and responsibility for their own learning by seeking out additional sources of information and managing their study programmes. The academic staff expect to be facilitators rather than directors of students’ learning. MCom students are expected to engage with their lecturers and fellow students, to question and challenge “received wisdom” and to think about how the learning can be applied. In short, students are expected to demonstrate academic and social maturity and to follow a professional work ethic. These are the skills that employers are looking for and we foster them in the MCom Programme.
  • The MCom Programme culminates with the oral and written presentation of the results of a research project. This project can take several forms. It can involve undertaking empirical research or working with the literature to produce a conceptual paper, or a combination of both. Each project is unique, allowing students to match their topic and approach to their interests and abilities according to the supervision opportunities available.
  • MCom students are provided with access to dedicated computer facilities within the Department. This allows members of the programme to work within the Department and creates an engaging social environment. Past students report that this is one of the highlights of their MCom experience and often facilitates the development of lasting social and professional networks.

Entry requirements

To be considered for entry into the MCom Programme students require:

  • to have completed their first degree and have demonstrated high performance by obtaining at least a B+ average across a minimum of 60 points of 300-level courses. NOTE: progression to MKTG694 (thesis) is conditional upon achieving a B+ or higher grade in MKTG620.
  • to have completed at least 60 points at the 300-level in Marketing subjects. 

Students who are planning to complete an MCom are strongly encouraged to complete a 200-level research methods paper, such as MKTG202.

For Graduates from Other Universities

The above entry requirements are based on courses at the University of Canterbury. Students whose undergraduate degree or diploma is from another University will be asked to supply an official (certified) transcript and course outlines, so that course equivalence can be established.

International Students and holders of a New Zealand Residence Class Visa

International students must also demonstrate that they have a suitable standard of oral and written English language competency. Candidates must have achieved at least 7.00 as their overall score in a recent IELTS test or be assessed at an interview as possessing equivalent or better oral and written language competency.

Programme structure

The MCom in Marketing requires students to take papers and a dissertation worth a total of 180 points.

All students are required to take a 30-point paper on research methods (MKTG620), which serves as a prerequisite for a 90-point dissertation (MKTG694), where students carry out an independent piece of academic research. NOTE: progression to MKTG694 (thesis) is conditional upon achieving a B+ or higher grade in MKTG620.

Students are also required to take 60 points from MKTG 601-619. Up to 15 points may be replaced by other graduate courses (subject to the approval of the Head of Department).

Course Distribution

Each course has its own flavour and assessment requirements. Across the programme, assessment tasks include oral and written assignments, independent study and collaborative activities. Where possible, scope is given for students to tailor their assignments to their personal interests to ensure that their studies are stimulating and relevant to their academic and career goals.

The distribution of courses through the year is shown below. Each course typically has 2–4 hours class time each week in addition to independent study and, in some cases, small group activities.

Semester 1Semester 2
Research Methods for Marketing Marketing Thesis
2 x Subject Courses 2 x Subject Courses

 

 

 

 

For course descriptions see the list of Marketing postgraduate courses

Duration

The one-year MCom is a short, but intense programme of study that spans approximately 12 months (February to February inclusive) if completed full-time. Semesters 1 and 2 are made up of in-class coursework. Semester 2 and the summer period are used to complete the MCom Thesis. The degree may also be completed in up to two years of part-time study.

Start dates and induction

The MCom Programme commences each year with the Induction Programme in February. For this reason entry into the MCom Programme is normally in February. Entry in July at the start of Semester 2 is possible, but students should contact the Postgraduate Coordinator for more information about study options. Any mid-year enrolment must be approved by the Head of Department.

Compulsory Induction Programme

The programme starts with a two-day induction programme in the week before Semester 1 starts. All students are required to attend the induction as part of their MCom enrolment. You will be notified of the exact time and venue of the Induction Programme when you get confirmation of your acceptance into the MCom Programme.

Class timetable

A list of class times will be sent to you with your acceptance letter from the Department of Management, Marketing and Entrepreneurship.

Application procedure

ALL prospective students need to apply directly through MyUC. This application must be completed and processed before the applicant completes the online enrolment or face-to-face enrolment at the University. Applicants will receive a letter from the Department notifying them of the outcome of their application.

Applicants who completed their studies from an institution other than the University of Canterbury, submit to MyUC an official verified transcript of the applicant’s academic record. No form will be processed without a verified transcript. University of Canterbury students do not need to submit a University of Canterbury transcript. However, if you have completed courses from other institutions that go towards your degree, please include that transcript as part of your application to enrol.

INTERNATIONAL APPLICANTS must include evidence of English language proficiency for applicants for whom English is not their first language. The Department will assess the student’s suitability for entry into the MCom Programme.

The Department of Management, Marketing and Entrepreneurship will forward its decision and the applicant’s documentation to Admissions. This is because students whose first degree is not from a New Zealand University must be granted admission ad eundem. Admission ad eundem is processed by Admissions. It is the Admissions Office that is responsible for confirming if a student is eligible for entry to the University of Canterbury.

FOR INTERNATIONAL APPLICANTS, enquiries about admission ad eundem should be made by email to admission@canterbury.ac.nz, phone +64 3 364 2459, or by post to Admissions, University of Canterbury, Private Bag 4800, Christchurch 8140, New Zealand.

Due date for applications

Students can apply for the MCom at any time. All applications must be received by 26 January 2018 for Semester 1 start; 1 June 2018 for Semester 2 start.

Early application is advisable as it will ensure you are informed quickly of acceptance or rejection. It will also help us to plan the year’s courses, projects and facilities.

Career opportunities

A Masters graduate is well prepared for professional roles within the field of marketing and various forms of business consulting. Previous graduates are quickly snapped up by companies with graduate recruitment programmes.

MCom graduates gain an in-depth academic foundation from which to launch or develop their careers. The programme emphasises analytical, communication, teamwork, and project management skills. Advanced skills in these areas are highly sought after in industry and commerce. These skills also provide an excellent foundation for further graduate study towards higher degrees, if desired.

The MCom Programme is intellectually satisfying in its own right, but is also essential preparation for anyone wishing to undertake a PhD or an academic career in management-related areas. The MCom Programme also builds students’ skills and mindsets that become valuable in the commercial workplace.

Find out more

Staff involved in the MCom Programme have a wide range of research backgrounds and interests. Finding the right balance between your interests and a supervisor's skills is key for attaining the best possible piece of work. Supervisors will be assigned following discussions with students about their research interests, career and study goals. See Department of Management, Marketing and Entrepreneurship researchers.

All enquiries about the MCom Programme can be made by email to the Postgraduate Coordinator (Management and Marketing).

Sarah Wright

Senior Lecturer
Postgraduate Coordinator, Management, Marketing
Meremere 336
Internal Phone: 93762

Internships are a feature of the Bachelor of Commerce in Tourism Marketing and Management and give students real-world experience in a local business or organisation in the third year of their BCom.

They can be credited towards your degree. 

  • See MKTG 390 for more information on a Marketing internship.

UC Business School maintains extensive industry ties and staff in the various specialities link to professional bodies for their disciplines. Student engagement in industry bodies encourages best practice and builds career-enhancing networks.

Learn from our students' experiences

For more information on studying Tourism Management and Marketing

contact a member of staff

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