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International Tourism with Event Management
Bachelor of Business
Course Details
CAO Code | AU803 |
---|---|
Level | 7 |
Duration | 3 Years |
CAO Points | 225 (2024) |
Method of Delivery | On-campus |
Campus Locations | Sligo |
Mode of Delivery | Full Time |
Work placement | Yes |
Course Overview
This degree provides students with an exciting blend of business and management skills to work across the business, tourism and events industry. The industry needs graduates with these skills to continue to develop the world’s fastest-growing economic sector. Our graduates also understand sustainability issues, including managing tourism impacts and marketing planning.
Guest lecturers with national and international profiles regularly visit to share their expertise with students. Students also complete real-life projects in collaboration with industry experts. Students enjoy weekly site visits to the rich tourism-based local and national operations and heritage sites. Students also have the opportunity to gain a Guiding and Adventure Tourism badge throughout the degree.
A work placement module begins at the end of Year 2 and runs from April to September. The work placement provides students invaluable real-world experience and practical insights into tourism, events, and closely related sectors. These include national or local tourism development agencies, travel agencies, tour operators, heritage and archaeological centres and tourism attractions. Students are encouraged to complete the placement overseas. Our students have previously completed their work placement in the USA, France, Germany, Spain, Greece, Alaska, Hong Kong, UK, Turkey and Ireland.
Business insight trips to tourism operations and firms are integral to the degree. There are also international field trips to tourist destinations such as Amsterdam, Paris, Madrid, Venice, Frankfurt and Rome.
To further enhance the international element of this degree, students can choose to develop language skills with non-compulsory elective modules in French, German and Spanish that are available across all three years of the programme.
Year 1
Students gain a foundation of knowledge across business, tourism and events. Modules include Guiding and Adventure Tourism, Introduction to International Tourism and Travel, Skills for Success, Organisation Behaviour, Teamwork and Creativity, Digital Content and Introduction to Event Management.
Year 2
Students join year one of the honour degree programme and study Event Management, Foundations of Tourism, Tourism and Travel Industry, BusinessManagement and Business Application Software.
Year 3
Students continue to explore the tourism sector and undertake modules in Sustainable Managing the Impacts of Tourism while developing their Event Management and Financial Accounting skills.
Key Skills
We have embedded several critical skills in this degree.
Students gain awareness and understanding of core tourism concepts and trends, including cultural, adventure, eco- and events-related tourism developments.
Students understand sustainability issues, including managing tourism impacts and tourism planning marketing.
Students build competencies in core business areas, including management, marketing, finance, law and digital media marketing.
Students learn people-related skills, including communication, interpersonal, teamwork and customer service skills.
Students build their understanding of conceptual and organisational skills, including collecting and organising information, problem-solving, planning and organising, and innovation and creativity.
Students can study French, German or Spanish as part of their elective choices.
Please note that modules may change depending on your year of entry. The exact modules available and their order may vary depending on student demand and programme updates.
Course Details
Year 1
Semester | Module Details | Credits | Mandatory / Elective |
---|---|---|---|
1 |
Skills for SuccessThis module is designed to introduce the students to the Higher Education environment and to develop learning and study skills early in their undergraduate career. The module will motivate students to develop a more independent, reflective and self-managed approach to study, learning, and time management whist developing interpersonal skills for success in their professional career. Learning Outcomes 1. Develop an independent, self managed, reflective approach to study 2. Plan and Manage time effectively 3. Demonstrate confidence in learning, studying, academic writing and approachesto finding information. 4. Develop skills in report writing and giving effective presentations 5. Develop interpersonal and social skills for success |
05 | Mandatory |
1 |
Principles of MarketingThe overall aim of this module is to provide students with a grounding in marketing concepts, theories and principles most relevant to the development and implementation of marketing practice and strategies in contemporary business. This module introduces the learner to the principles of marketing with specific emphasis on their application in business. Marketing concepts, marketing decision areas and challenges are considered, emphasising key interfaces with other functional areas and an examination of emerging technologies that are shaping marketing decisions. Learning Outcomes 1. Explain the evolution ofmarketing theory andpractice. 2. Describe the forces in the marketing environment and its impact on business. 3. Assess the benefits of market segmentation and understand how to position an offer for maximum competitive advantage. 5. Discuss the role of corporate social responsibility and ethical marketing behaviour. |
05 | Mandatory |
1 |
Organisational BehaviourThe purpose of this module is to provide students with an understanding of the basic principles underlying organisational behaviour and to increase their ability to evaluate issues that concern individuals and groups in organisations. Learning Outcomes 1. Define organisational behaviour and its value for individuals and organisations 2. Outline the key elements of personality and perception as they relate to organisations. 3. Explore the application of motivation theory in the workplace. 4. Discuss the role of groups and teams in organisations. 5. Explain the main aspects of power, politics, conflict and changeat work. |
05 | Mandatory |
1 |
Introduction to International Tourism and TravelAs the tourism industry has grown into a sector of major global importance, this module further explores the context for tourism and its management from an international perspective. It explores the major tourist destinations of the world and assesses key trends and statistics within these regions. An evaluation of the key influences impacting on tourism businesses and key stakeholders within these regions is provided. Learning Outcomes 1. Comprehend the key models associated with tourism and destination development 2. Evaluate international tourism trends and statistics within the tourism regions worldwide 3. Determine future developments and trends associated with thetourism industry from a global perpective |
05 | Mandatory |
1 |
Introduction to International Festivals and EventsThis module provides a varied & stimulating introduction, which enables you to understand & appreciate the extensive range of contemporary issues facing Festival & Event organisations across the World. Studying this module provides you with a structured & detailed examination of issues pertaining to for example, event tourism, Festivals & events in society, events ritual & performance, consumption, place & representation, social movements, mobilities, along with emerging trends such as micro events, pop ups, the sharing economy, virtual & changing demographics. It enhances an ability to critically review the influences of such issues & trends upon the International Festivals & event Industry. Learning Outcomes 1. Interpret the diverse range of contemporary issues facing festivals & events across the World 2. Analyse the nature, effects & implicationsof key contemporary issues within festivals & events 3. Evaluate the overall influences of emerging contemporary issues upon the international festival & event management sector |
05 | Mandatory |
1 |
Design ThinkingDesign Thinking is a human-centered design methodology that provides a solution-based approach to solving problems. It integrates the needs of people, the possibilities of technology, and the requirements for a viable business success model. Design Thinking draws upon logic, imagination, intuition, and systemic reasoning, to explore the possibilities of what could be, and to create desired outcomes that benefit the end user (the client, customer). Learning Outcomes 1. carry out and apply design research |
05 | Elective |
1 |
German Language, Culture and Contemporary Media 1.1This Module introduces and reinforces essential language skills while also introducing the cultures of German-speaking societies. Through a combination of text-based material and contemporary media, the student will consolidate key language skills at this level and develop cultural awareness. This is an accelerated ab-initio German course and on completion of the Semester, the student will move towards performing at Level A1 within the CEFR Framework for Language Learning (Council of Europe Guidelines) Learning Outcomes 1. progress towards achieving Level A1 (Basic User) within the Common European Framework for Language Learning (Council of Europe Guidelines) 3. introduce oneself and others; ask and answer a limited range ofquestions about personal details;role-play prescribed topics 4. interact in a simple way provided the other person speaks slowly and clearly, and is prepared to help |
05 | Elective |
1 |
French Language, Culture and Contemporary Media 1.1This Module introduces and reinforces essential language skills while also introducing the cultures of Francophone societies. Through a combination of text-based material and contemporary media, the student will consolidate key language skills at this level and develop cultural awareness. On completion of the Semester, the student will move towards performing at Levels A1 – A2 within the CEFR Framework for Language Learning (Council of Europe Guidelines). The Module is open to students who have some years of French but a highly motivated beginner should be able to attain the level required on completion of the module. Learning Outcomes 1. performat CEFRLevel A1 within the common framework 2. within a limited range use and modify sentences and frequently used expressions related to areas of most immediate relevance (e.g basic personal and family information, shopping, local geography, employment). 3. introduce him/herselfand ask and answer questions about personal details and make an attempt at communicating in simple and routine tasks requiring a simple and direct exchange of information on familiar matters. Role-play prescribed topics 4. describe using a range of vocabulary appropriate to the Level aspects of his/her background and immediate environment. 5. complete a project or make a guided presentation in French selectedfrom a range of cultural topics. |
05 | Elective |
1 |
Spanish Language, Culture and Contemporary Media 1.1This module introduces and reinforces essential language skills while also introducing the cultures of Spanish-speaking societies. Through a combination of text-based material and contemporary media, the student will consolidate key language skills at this level and develop cultural awareness. This is an accelerated ab-initio Spanish course and on completion of the Semester, the student will move towards performing at Level A1 within the CEFR Framework for Language Learning (Council of Europe Guidelines). Learning Outcomes 1. Progress towards achieving Level A1 (Basic User) within the Common European Framework for Language Learning (Council of Europe Guidelines) 2. OVERALL READING COMPREHENSION Can understand very short, simple texts a single phrase at a time, picking up familiar names, words and basic phrases and rereading as required. 3. OVERALL SPOKEN PRODUCTION Can produce simple mainly isolated phrases about people and places. 4. OVERALL WRITTEN PRODUCTION Can write simple isolated phrases and sentences. 5. AUDIO-VISUAL RECEPTION Can recognise familiar words and phrases and identify the topics in headline news summaries and many of the products in advertisements, by exploiting visual information and general knowledge. |
05 | Elective |
2 |
Teambuilding and Communication SkillsThe aim of this module is to introduce the theory and practice of communication in the context of working within a team or small group. Through interactive workshops learners will engage in developing critical thinking and creative skills. Learning Outcomes 1. Evaluatethe communication behaviour of individuals and groups. 3. Demonstrate decision-making, critical thinking and creativity tools. |
05 | Mandatory |
2 |
Digital ContentThe module will equip the learner with the practical skills to research, plan, create and publish a variety of digital content using popular PC and mobile applications using accepted design guidelines. This content can be published to a number of popular social and digital platforms and created in line with marketing goals/objectives. Learning Outcomes 1. Plan and research how to create digital content 2. Apply accepted design guidelines for content creation 3. Create graphic and video content using a number of popular PC and mobile applications 4. Understand the constraints (including legal) and requirements tocreate and publish content in a digital environment |
05 | Mandatory |
2 |
Data AnalyticsThe module is intended to help students to understand and master the necessary skills to interpret numerical and graphical information and describe data appropriately. It will introduce basic concepts and methods of Quantitative Methods and will enable students to solve problems and make decisions using various statistical tools. Learning Outcomes 1. Summarise and analyse statistical data. 2. Carry out time series analysis. 3. Perform calculations for measures of correlation and regression. 4. Carry out a sample survey and be aware of a number of different sampling strategies. 5. Utilise spreadsheetsin the solution of statistical problems. |
05 | Mandatory |
2 |
Guiding and Adventure TourismThis subject is designed to provide students with an overview and appreciation of guiding as a tourism activity and take a look at the adventure tourism sector and its place as a strategic component of the tourism industry in Ireland and internationally. Learning Outcomes 1. Explain the concept ofguiding tourismand the characteristics of the adventure tourism industry. 2. Examine how to put together a tour and guide a group of tourists 3. Examine Virtual adventure tourism technologies & destinations 4. Discuss the future development of adventure tourism |
05 | Mandatory |
2 |
Tourism Innovation and Start-UpsFostering an entrepreneurial culture is vital to the continued development of the tourism sector. This module introduces students to the concepts of creativity and innovation within tourism. It takes a practical approach to the process of starting a tourism business, from considering self-employment, to initial idea generation, through to the practicalities of start-up. Students are introduced to the role and importance of entrepreneurship in driving tourism innovation and economic growth. Learning Outcomes 1. Examine the role of creativity and innovation in tourism and recognise barriers to innovation and how these may be overcome. 2. Identify key entrepreneurial traits and characteristics and examine students own suitability to become a tourism entrepreneur. 3. Comprehend need to foster entrepreneurial culture / eco-system and describe specific tourism enterprise supports 4. Identify the structure /core content and of writing a business plan and recognise most suitable legal format available to tourism start-ups. |
05 | Mandatory |
2 |
Irish Business EnvironmentThis is an introduction to the Irish business environment and the nature of the relationship between politics, business and society in 21st century Ireland. What responsibility has business to society and vice-versa? Do right or left wing governments impact business and society differently?Key approaches / models to examining business and society will be outlined. The 'connections' and 'tensions' between politics, business and society will be appraised via case- study which will feature themes of governance, regulation and justice, partnership and participation in Contemporary Ireland Active learning is via group work, debate and observing and analysing Year 2 and 3 simulation. Current issues will feature prominently to encourage engagement with present day problems. Learning Outcomes 1. Describe the nature and characteristics of the Irish business environmentusing the PESTELE framework 2. Identify key approaches to business and society along the political spectrum 3. Give practical examples of connections and tensions that arise between business andpolticsin Irish society that impacts the dailylives of the learners of this module. 4. Engage in discussion on how competing interests and values emerge and their subsequent impact on the political and business environment: 5. Source and interpret information relevant to the syllabus content |
05 | Elective |
2 |
German Language, Culture and Contemporary Media 1.2This module will continue to progress the student towards the acquisition of general language skills at CEFR Level A1. Cultural issues will continue to be explored through similar media as in Semester 1. On completion of this Semester, the student will be equipped to perform with a level of confidence at CEFR Level A1. Learning Outcomes 1. continue progress towards achieving competence at CEFR Level A1 (Basic User). 2. employ an increased range of sentences and frequently used expressions related to areas of most immediate relevance (e.g. basic personal and family information; shopping; local geography; employment 3. introduce oneself and others; ask and answer varied questions about personal details and describe in very simple terms his/her background, immediate environment,social and personal interests. 4. role-playin a simple way provided the other person speaks slowly and clearly, and is prepared to help 5. recall and discussgeography of German-speaking countriesand exlain some key cultural aspects of these countries |
05 | Elective |
2 |
French Language, Culture and Contemporary Media 1.2This Module expands on the range of skills attained in Semester 1 so that the student should be equipped to perform at CEFR A2 Level. Cultural issues will continue to be explored through similar media as in Semester 1. Learning Outcomes 1. progress to CEFRA2 Level. 2. employ an increased range ofsentences and frequently used expressions related to areas of most immediate relevance (e.g basic personal and family information, shopping, local geography, employment). 3. demonstrate an ability to communicate in simple and routine tasks requiring a simple and direct exchange of information on familiar and routine matters. 4. describe using a full range of vocabulary appropriate to the Level aspects of his/her background; immediate environment; the world of work; matters of immediate need. 5. complete, with guidance, a cultural task in French. |
05 | Elective |
2 |
Spanish Language, Culture and Contemporary Media 1.2This module will continue to progress the student towards the acquisition of general language skills at CEFR Level A1. Cultural issues will continue to be explored through similar media as in Semester 1. On completion of this Semester, the student will be equipped to perform in Spanish with a level of confidence at CEFR Level A1. Learning Outcomes 1. Continue progress towards achieving competence at CEFR Level A1 (Basic User) 2. OVERALL READING COMPREHENSION Can understand very short, simple texts a single phrase at a time, picking up familiar names, words and basic phrases and rereading as required. 3. OVERALL SPOKEN PRODUCTION Can produce simple mainly isolated phrases about people and places. 4. OVERALL WRITTEN PRODUCTION Can write simple isolated phrases and sentences. 5. AUDIO-VISUAL RECEPTION Can recognise familiar words and phrases and identify the topics in headline news summaries and many of the products in advertisements, by exploiting visual information and general knowledge. |
05 | Elective |
Year 2
Semester | Module Details | Credits | Mandatory / Elective |
---|---|---|---|
1 |
Financial Accounting 1Basic Introduction to both bookkeeping principles and financial accounting. Students will gain an insight into the fundamental basics of Financial Accounting. Learning Outcomes 1. Discuss the relationship between bookkeeping and accounting 2. Prepare books of original entry and post transactions to ledgers and extract trial balance 4. Demonstrateknowledge of key financial accounting terminology and indicators for a business |
05 | Mandatory |
1 |
Business Application SoftwareThe aim of this module is to provide the learner with practical experience of popular business application software. The module is primarily practical-based and prepares the pupil for effective work in a business environment. The student is taught using various strategies, including direct and indirect instruction and independent study. The undergraduate is provided with multiple ways of accessing resources and demonstrates skills acquired in a variety of ways. Learning Outcomes 1. utilize the Internet and search the Web effectively 2. use an Email client efficiently 3. generate compelling Presentations 4. create various types of Word Processing documents 5. produce a complex Spreadsheet |
05 | Mandatory |
1 |
Business Law 1The objective of this module is to give the student a broad overview of the structure of the Irish legal system and how it operates. An introduction will also be given to the European legal system. The student will be provided with an understanding of the basic principles of contract law and tort law which are essential in the commercial environment. It is intended that this module will create an awareness of where legal expertise may need to be sought. Learning Outcomes 1. Trace the development of the Irish legal system, identifying the sources of law and their relative positions of authority within that system; 2. Explore the composition and jurisdiction of the Irish court systemincluding judicial independence and the significance ofprecedent; 3. Apply the fundamental principles of contract law and tort law to facilitate informed decisions in the commercial environment; |
05 | Mandatory |
1 |
Events ManagementThis subject will demonstrate critical appreciation of event planning and management conceptually being able to apply this within the industry setting. The subject is theory based & addresses fundamental aspects of event management theory & legislation crucial to working in the event sector. Learning Outcomes 1. Demonstrate an awareness of event management & develop a critical appreciation of event design & planning 2. Display knowledge of systems & processes of event management and monitoring while interpreting key concepts & applications to run successful events 3. Analyse, interpret, monitor and recommend actions for the successful financial management of events |
05 | Mandatory |
1 |
Foundations of TourismThe module will provide the learner with an understanding of the fundamental concepts of tourism and how it is organised and managed using Ireland as a case study. It examines consumer behaviour and motivating factors associated with travel and tourism. It explores the key components of the tourism product offering and experience(s), focusing on Ireland as a destination example. Learning Outcomes 1. Demonstrate an understanding of key tourism concepts and practices. 2. Identify thekey stakeholders associated with the tourist destination, using Ireland as a case study 3. Assess consumer behaviour with regard to tourism and discuss relevant motivational theories 4. Evaluate the components of the tourism product, focusing specifically on the key characteristics of the Irish tourism product offering and experience |
05 | Mandatory |
1 |
Introduction to Relationship MarketingFor small and medium sized (SME) businesses, that dominate the tourism sector, a small increase in customer retention rates can result in reduced marketing costs, increased sales and higher profits. The practice of relationship marketing and customer relationship management (CRM) has a positive effect on customer retention and market share. This module considers the fundamentals of services marketing theory, focusing on the development of long term mutually beneficial customer relationships. Learning Outcomes 1. Comprehend why and how a tourism organisation should develop an integrated approach to developing and maintaining a service culture. 2. Appreciate the importance of building customer loyalty, retention marketing, customer relationship management and customer retention strategies. 3. Identify the expanded role of the tourist / customer as a partial employee, co-creator and influencer of other customer experiences and purchasing decisions. 4. Describe the service recovery process and how it successfully addresses service failure and builds customer loyalty. |
05 | Elective |
1 |
French Language, Culture and Contemporary Media 2.1This module will build on the language skills acquired in Semesters 1 and 2, and initiate progression towards CEFR Level B1. The module will foster increasing independence in the use of the language in authentic, everyday situations, with emphasis on gaining confidence in speaking and listening. An awareness of French culture and society will develop in tandem with the student's developing language skills. Contemporary media, authentic text, video clips and film will be used. Learning Outcomes 1. performat CEFR Level A2 and progress towards Level B1. 2. with appropriate assistance identify and interpret the main points of clear standard input on familiar matters regularly encountered in work, college, leisure, etc.. 3. Role-play, with adequate preparation, aspects of his/her background, immediate environment and matters in areas of immediate need; deal with principal situations likely to arise whilst travelling in an area where the language is spoken. 4. compose simple connected text on topics which are familiar or of personal interest and implement a level of grammatical accuracy appropriate to the level. 5. demonstrate increased awareness of Francophonecultural life through completion of a project, presentation, video blog or podcast. |
05 | Elective |
1 |
German Language, Culture and Contemporary Media 2.1This module will build on the language skills acquired in Semesters 1 and 2, and initiate progression towards CEFR Level A2. The module will foster increasing independence in the use of the language in authentic everyday situations, with emphasis on gaining confidence in speaking and listening. An awareness of German culture and society will develop in tandem with the student's developing language skills. Contemporary media, written text, video clips and film will be used. Learning Outcomes 1. initiate progress towards CEFR Level A2. 2. Identify and interpret correctly without assistance frequently used expressions related to immediate familiar situations: family, education, interests etc 3. role-playusingelementary languagemost situations likely to arise whilst travelling in an area where the language is spoken 4. compose with guidance simple written text on topics which are familiar or of personal interest 5. demonstrateincreased cultural insight into German societies by engaging with contemporary media platforms. |
05 | Elective |
1 |
Spanish Language, Culture and Contemporary Media 2.1This module will build on the language skills acquired in Semesters 1 and 2, and initiate progression towards CEFR Level A2. The module will foster increasing independence in the use of the language in authentic everyday situations, with emphasis on gaining confidence in speaking and listening. An awareness of Spanish culture and society will develop in tandem with the student's developing language skills. Contemporary media, written text, video clips and film will be used. Learning Outcomes 1. Initiate progress towards CEFR Level A2. 2. OVERALL READING COMPREHENSION Can read with a large degree of independence, adapting style and speed of reading to different texts and purposes, and using appropriate reference sources selectively. Has a broad active reading vocabulary, but may experience some difficulty with low-frequency idioms. 3. OVERALL SPOKEN PRODUCTION Can reasonably fluently sustain a straightforward description of one of a variety of subjects within his/her field of interest, presenting it as a linear sequence of points. 4. OVERALL WRITTEN PRODUCTION Can write straightforward connected texts on a range of familiar subjects within his field of interest, by linking a series of shorter discrete elements into a linear sequence. 5. AUDIO-VISUAL RECEPTION: Can follow a TV commercial or a trailer for or scene from a film, understanding what the actors are talking about, provided that the images are a great help in understanding and the delivery is clear and relatively slow. |
05 | Elective |
2 |
Introduction to Management AccountingThe aim of this subject is for students to develop a knowledge of cost accounting and cost behaviour and apply this to managerial decision making problems and budgeting. Learning Outcomes 1. Identify ways in which costs can be classified and forecast costs for future periods. |
05 | Mandatory |
2 |
Introductory MicroeconomicsThis module introduces the student to the basic concepts of microeconomics and to provide them with the ability to understand the behaviour of firms and markets. Learning Outcomes 1. Have an appreciation of the discipline of economics and why it is relevant to business 2. Analyse and calculate how changes to prices, income and substitutes affect demand 3. Explain how the firm decides how much to produce 4. List and explain the various formsof market structures |
05 | Mandatory |
2 |
Health and Safety Law for EventsThis module will build on the knowledge acquired in Business Law 1. The student will be introduced to some of the core principles and concepts of health and safety legislation which are essential in the commercial environment. During the module these principles will be applied in a theoretical and practical way to both the workplace and tourism related events. It is intended that this module will create an awareness of where expertise may need to be sought. Learning Outcomes 1. Explain the key legislation in relation to Health and Safety in Ireland; 2. Describe the obligations on employers, employees and event organisersin relation to Risk Assessments and Safety Statements; 3. Recognisethe role played by the Health and Safety Authority; 4. Apply the fundamental principles of Health and Safety legislationto a tourism or leisure related event; 5. Demonstrate the ability to cooperate and work effectively with peers. |
05 | Mandatory |
2 |
Business ManagementThis module introduces the learner to the concepts of management theory and practice. It will explore the various theories of management and their application to the ways in which people manage. It allows the learner to take a comprehensive look at the functions, tasks and tools of management. The module will draw on examples from Business in Practice. Learning Outcomes 1. Describe the main principles of management. 2. Outline the role of management theory in today’s changing business climate. 3. Explaintheforces in the business environment andtheir impact onorganisations. 5. Describe the key functions of management in terms of planning, organising, leading, staffing and controlling. |
05 | Mandatory |
2 |
Tourism and Travel IndustryTourism and travel are among the world's largest industry sectors. Its historic development will be traced and key factors influencing its continued development today and into the future will be explored. This module will focus on the primary sectors of the tourism and travel industries including accommodation, visitor attractions, travel distribution as well as travel sub-sectors including aviation, cruise and land-based transport. Learning Outcomes 1. Describe the historical development of travel and the tourism industry and identify the key factors influencing its continued development 2. Identify the relevance and importance of the various key components of the travel and tourism industry and appreciate the role of these sectors and sub-sectors within the industry 3. Comprehend and assess the main operating and economic characteristics of accommodation, visitor attractions, travel distribution, aviation, cruise and land-based transport services 4. Evaluate the major influences on the sectors and explain the major trends within the industry |
05 | Mandatory |
2 |
Experiential Tourism MarketingThis module aims to provide an overview of the current state of knowledge in the area of experiential tourism marketing. Hedonistic forms of tourism consumption, has led researchers to re-consider traditional marketing theory in specific sectors such as the arts / cultural offerings and in tourism. In addition to its tangible benefits, tourism experiences are sold for the sensations, feelings, and psychological benefits they deliver. This module aims to balance the utilitarian, tangible aspects of service delivery with the experiential perspective. Learning Outcomes 1. Compare and contrast traditional and experiential marketing theory. 2. Identify the five dimensions of the new tourist and explore the key principles of experience design. 3. Examine the role of theming and of local actors as key influencing factors in the experience-scape. 4. Examine the influence of authenticity in tourism marketing and understand the implications of authenticity for promotion purposes. |
05 | Elective |
2 |
German Language, Culture and Contemporary Media 2.2This module expands on the range of skills attained in Semester 3 so that the student should be equipped to perform at CEFR Level A2. Insight into German-speaking cultures and societies continues in tandem with the student's developing language skills. Contemporary media, authentic text, video clips and film will be used. This module also serves as preparation for those students who may choose to spend one or two Semesters studying at an Erasmus partner institution in Germany during Year 3. Learning Outcomes 1. perform with increasing conficence at CEFR Level A2 2. recall and use without assistance frequently used expressions related to immediate familiar situations: family, education, social life, interests etc. 3. Employ and role-play situations which arelikely to arise whilst travelling in an area where the language is spoken. 4. compose with greater confidence and independence simple written text on topics which are familiar and of personal/professional interest. 5. use and reference contemporary media platforms to explore and report on the cultures and traditions of German speaking societies. |
05 | Elective |
2 |
French Language, Culture & Contemporary Media 2.2This Module expands on the range of skills attained in Semester 3 so that the student should be equipped to perform at CEFR Level B1.Insight into Francophone culture and society continues in tandem with the student's developing language skills. Contemporary media, authentic text, video clips and film will be used. This module also serves as preparation for those students who may choose to spend one or two Semesters studying at an Erasmus partner institution in France during Year 3. Learning Outcomes 1. perform, with increasing confidence atCEFR Level B1. 2. recognise the main points of clear standard input on familiar matters. 3. produce and construct simple connected text on topics which are familiar or of personal interest with grammatical accuracy appropriate to the Level 4. demonstrate an ability to handlemost situations likely to arise whilst travelling in an area where the language is spoken and initiate conversations. 5. demonstrate increased insight into French cultural life through completion of a presentation, video blog or podcast |
05 | Elective |
2 |
Spanish Language, Culture and Contemporary Media 2.2This module expands on the range of skills attained in Semester 3 so that the student should be equipped to perform at CEFR Level A2. Insight into Spanish-speaking cultures and societies continues in tandem with the student's developing language skills. Contemporary media, authentic text, video clips and film will be used. This module also serves as preparation for those students who may choose to spend one or two Semesters studying at an Erasmus partner institution in Spain during Year 3. Learning Outcomes 1. Perform confidently at CEFR Level A2 2. OVERALL READING COMPREHENSION Can read with a large degree of independence, adapting style and speed of reading to different texts and purposes, and using appropriate reference sources selectively. Has a broad active reading vocabulary, but may experience some difficulty with low-frequency idioms. 3. OVERALL SPOKEN PRODUCTION Can reasonably fluently sustain a straightforward description of one of a variety of subjects within his/her field of interest, presenting it as a linear sequence of points. 4. OVERALL WRITTEN PRODUCTION Can write straightforward connected texts on a range of familiar subjects within his field of interest, by linking a series of shorter discrete elements into a linear sequence. 5. AUDIO-VISUAL RECEPTION: Can follow a TV commercial or a trailer for or scene from a film, understanding what the actors are talking about, provided that the images are a great help in understanding and the delivery is clear and relatively slow. |
05 | Elective |
Year 3
Semester | Module Details | Credits | Mandatory / Elective |
---|---|---|---|
1 |
Introduction to Financial ManagementThe student will develop a knowledge and understanding of the financial management methods for analysing the financial position of a business, accessing appropriate sources of finance and appraising capital investment opportunities. Learning Outcomes 1. Describe the role of the financial manager in an organisation in meeting the needs ofall stakeholders. 2. Calculate accounting ratios and prepare a report analysing the financial position and performance of an organisation. 3. Identify and apply a range of investment appraisal techniques and interpret the results. |
05 | Mandatory |
1 |
Enterprise DevelopmentThis subject aims to introduce the concept of Entrepreneurship to the Student and take the student through the process of starting a business, from considering self-employment, to initial idea generation, through to the practicalities of start-up. Learning Outcomes 1. Identify the principal personality traits and characteristics associated with entrepreneurship and examine their own suitability to become an entrepreneur. 4. Identify the advantages and disadvantages of different legal structures available to start-ups and the stages of growth a new business may go through 5. Write a marketing plan for a proposed enterprise and identify the types and sources of assistance available to startups |
05 | Mandatory |
1 |
Managing People 1This module aims to introduce the general business student, in Marketing, Sport and/or Tourism, to key people management processes and practices in organisations. It will provide them with the knowledge required to effectively lead teams and manage people in the workplace. It will include key aspects of managing people such as leadership, resourcing, learning and development, performance management, equality, diversity and inclusion. Learning Outcomes 1. Discussthe central role of the professsional manager in leading teamsat work. 2. Evaluate and recommend appropriaterecruitment and selection methods for your sector. 3. Investigate and recommend appropriate employee performance management and appraisal processes for your sector. 4. Discuss grievance and disciplinary procedures and how to effectively use these procedures in managing people in the workplace. 5. Demonstrate an understanding of the importance of equality, diversity and inclusion in effective team leadership |
05 | Mandatory |
1 |
Sustainable Management of the Impacts of TourismThis module is designed to provide the students with the key concepts and issues of importance in assessing and managing the impacts of tourism. It aims to develop the student's capacities to assess the impacts of tourism and provide students with the key concepts and philosophies of sustainable tourism as a tool to manage these impacts. It explains the foundations of sustainable tourism internationally and in Ireland. It develops a critical awareness of economies, marketing, certification and management of sustainable tourism. Learning Outcomes 1. Examine the economic impacts of tourism |
05 | Mandatory |
1 |
Event PlanningEffective preparation & planning are critical to a successful event. This module examines the idea generation/development/ implementation & evaluation of the process needed when planning an event . It is hoped that at the completion of the module the student will have an appreciation of all aspects of planning an event while implementing all legal requirements in Ireland. Learning Outcomes 1. Examine various feasibility methodologies for sucessful event preparation 2. Discuss all the aspects of the planning process 3. Describe the implementation process & contingency plans 4. Interpret the evaluation process andthe event post analysis |
05 | Mandatory |
1 |
Tourism Communications and BrandingThis module aims at providing a theoretical and practical understanding of marketing communications, particularly in relation to creative strategy, planning and execution. Students will have a comprehensive knowledge of all marketing communications and branding strategies relevant to the tourism industry. It will focus on online and digital marketing communications tools and techniques that are increasingly evident within the tourism and related industry sectors. Learning Outcomes 1. Explainhow traditional and online promotionalactivities can be integrated in effective marketing communications. 2. Identify and critiquethe new media trends influencing tourism promotions, with particular emphasis on online marketing communications. 3. Demonstrate how the role of advertising, corporate image and brand management can be used as part of an organisation’s marketing strategy. 4. Evaluate the role and valueof PR and sponsorship, sales promotion, direct response marketing and trade shows to the promotional activities of organisations operating within the tourism and travel industries. |
05 | Elective |
1 |
French Language, Culture and Contemporary Media 3.1This module builds on skills acquired in Semesters 1-4. The student should perform confidently at CEFR Level B1 and initiate progression towards CEFR Level B2. Use of text-based and contemporary media will be selected to reflect the student's increasing linguistic competence and intercultural awareness. Learning Outcomes 1. progress towards achieving competence at CEFR Level B2. 2. Apply more complex text on topics which relate to their field of specialisation. 3. produce detailed texts on subjects relating to both their personal interests and their chosen area of study. 4. express and defend a viewpoint on topics relating to their field of interest and current affairs and interact with some fluency and spontaneity with native speakers. 5. designa project or make an oral presentation, video blog or podcast on a topic which relates to their field of specialisation. |
05 | Elective |
1 |
German Language, Culture and Contemporary Media 3.1This module builds on skills acquired in Semesters 1-4. The student should perform confidently at CEFR Level A2 and begin to progress towards CEFR Level B1. Use of text-based and contemporary media will be selected to reflect the student's increasing linguistic competence and intercultural awareness. Learning Outcomes 1. perform confidently at CEFR Level A2 and progress towards CEFR Level B1 2. with appropriate assistance respond to the mainpoints of clear standard input on familiar matters regularly encountered in work, school, leisure etc. 3. prepare and compose simple, connected text on topics which are familiar or of personal interest and implement a level of grammatical accuracy appropriate to the Level 4. describe in simple terms, and with adequate preparation, aspects of his/her background, immediate environment and matters in areas of immediate need; conductconversations and role-playswith focus on awareness of good accent and intonation;dramatise situations likely to arise whilst travelling in an area where the language is spoken. 5. plan, design and presenta project, presentation or video blog or podcast on German Cultural life in language appropriate to the relevant level which |
05 | Elective |
1 |
Spanish Language, Culture and Contemporary Media 3.1This module builds on skills acquired in Semesters 1-4. The student should perform confidently in Spansih at CEFR Level A2 and begin to progress towards CEFR Level B1. Use of text-based and contemporary media will be selected to reflect the student's increasing linguistic competence and intercultural awareness. Learning Outcomes 1. Perform confidently at CEFR Level A2 and progress towards CEFR Level B1 2. OVERALL READING COMPREHENSION Can read with a large degree of independence, adapting style and speed of reading to different texts and purposes, and using appropriate reference sources selectively. Has a broad active reading vocabulary, but may experience some difficulty with low-frequency idioms. 3. OVERALL WRITTEN INTERACTION Can convey information and ideas on abstract as well as concrete topics, check information and ask about or explain problems with reasonable precision. Can write personal letters and notes asking for or conveying simple information of immediate relevance, getting across the point he/she feels to be important 4. OVERALL WRITTEN PRODUCTION Can write straightforward connected texts on a range of familiar subjects within his field of interest, by linking a series of shorter discrete elements into a linear sequence. 5. AUDIO-VISUAL RECEPTION: Can follow many films in which visuals and action carry much of the storyline, and which are delivered clearly in straightforward language. Can catch the main points in TV programmes on familiar topics when the delivery is relatively slow and clear. |
05 | Elective |
2 |
Research Methods for BusinessThis module addresses the area of research methodology and its application to business. The module considers the most common forms of research methods and analysis techniques used in Business & Social Sciences. The purpose of the module is to ensure learners are familiar with appropriate research theory and techniques. It will enable learners to conduct independent research into an area of academic interest relevant to business. Learning Outcomes 1. Understand the role of research in business 2. Comprehend the concepts of research philosophy and research design |
05 | Mandatory |
2 |
Events Project ManagementThis subject will demonstrate critical appreciation of event planning and management practically being able to apply this within the industry setting. The students taking this module get an opportunity to showcase their event management skills and gain credit for practically delivering an event over the duration of the semester. Learning Outcomes 1. Demonstrate an awareness of applying event management in real life situationsand develop a critical appreciation of applying event design and planning 2. Display practical knowledge of systems and processes of event management and monitoring 4. Assess innovations, trends and future development associated with practical event management |
05 | Mandatory |
2 |
International Destination ManagementTourism destinations increasingly recognise the need to manage the impacts of tourism on both the natural environment and host community .To compete effectively, destinations must also deliver exceptional experiences and excellent value to visitors. Destination management incorporates a strategic and sustainable model of tourism development, to ensure the viability and integrity of individual tourism destinations now and in the future. Learning Outcomes 1. Comprehend concept of destination management and role of DMO’s in developing strategic approach to destination development. 2. Evaluatethe significance of stakeholders and need for a consensus approach to tourism destination management. 3. Examine the concept of resilience and the need for tourism crisis / disaster management in managing a destination. 4. Identify the principles of Tourist Area Life-Cycle model (TALC) and evaluate its role in positioning / repositioning and branding tourism destinations. |
05 | Mandatory |
2 |
Work PlacementThis subject aims to provide the student with broader skills and knowledge of the working environment for a minimum of 12 weeks. Furthermore, it will allow the learner an opportunity to apply theoretical tourism and event management knowledge to practical situations and to enhance the student's knowledge and awareness of the working environment to allow students of the Institute to acquire professional experience in the Tourism and Event Management industry early in their careers. Learning Outcomes 1. Plan and prepare for the placement and actively participate in recruitment and interview practices. 2. Relate relevant theory to a work environment and develop a business report on the host company and a designated topic relating to the host companys activities. 3. work co-operatively with people from different backgrounds/cultures thus promoting the value of team work in an organisation |
15 | Mandatory |
2 |
Erasmus Semester Abroad (MKTS)This module is available for 30 ECTS credits of a semester abroad of learning where the student is required to attend modules of academic study in a relevant host/partner College/University/Institute. A learning agreement is used to identify a variety of modules and group of educational components offered by the Erasmus partner, preferably in cognate fields to match their existing programme. All teaching and assessment will be carried out in and by the host College/University/Institute. Learning Outcomes 1. Have developed intellectual flexibility through approaching their academic discipline from another perspective. 2. Have an increased awareness of, and sensitivity to other cultural customs, normsandpracticesin the host country/institute. 3. Use the experience of differenteducation culture and exposure to new teaching and learning methods to prepare them better for employment or further studyand be able to outline the benefits of same. 4. Utilise a range of personal development qualities and skillsincluding cross-cultural communicationand problem-solving skills in a range of familiar and unfamiliar situations. 5. Have developed a range of self-management and life-long learning skills including time management, adaptability, confidence, independence and enterprise. |
30 | Elective |
Progression
Graduates of the Level 7 ordinary degree can progress to the final year of AU905 BBs (Hons) in Tourism and Event Management to obtain a Level 8 honours degree.
Level 8 graduates can pursue a wide range of Level 9 and 10 postgraduate programmes at Atlantic Technological University or other third-level institutions.
The Level 8 honours degree has been designed in compliance with the Teaching Council’s curricular teaching subject requirements for Business. Graduates who complete a Professional Master of Education (PME) can become secondary school teachers of Business.
Download a prospectus
Entry Requirements
Leaving Certificate Entry Requirement | 5 subjects at O6/H7 English or Irish at O6/H7 Maths at O6/H7 or Foundation Maths at F2 |
QQI/FET Major Award Required | Any |
Additional QQI/FET/ Requirements | None |
Garda Vetting | Entrants to this programme will be required to undergo vetting by An Garda Síochána. |
Fees
Total Fees EU: €3000
This annual student contribution charge is subject to change by Government. Additional tuition fees may apply. Click on the link below for more information on fees, grants and scholarships.
Total Fees Non-EU: €12000
Subject to approval by ATU Governing Body (February 2025)
Further information on feesProfessional Accreditation
Students can gain a Guiding and Adventure Tourism badge during their studies.
Careers
Globally, tourism is the world’s fastest-growing economic sector. International tourist arrivals normally total over one billion, with Europe receiving the most international tourist arrivals. The industry needs graduates with the skills to continue growing Ireland’s largest indigenous sector.
With a solid foundation, the BBs in International Tourism and Event Management give students a broad platform to build a successful career and opportunities to travel the world.
Graduates are highly sought after and can work across the globe in festival and event management companies, national and local tourism development agencies, conference or business tourism, ecotourism, tour operators or travel agents, destination management, marketing organisations, as well as within cultural, heritage and conservation projects.
Students gain event management experience by organising a significant event in the Events Project Management module. As a result, many graduates work on large-scale events such as Glastonbury, Electric Picnic, Sea Sessions and the X-Factor. Many of our entrepreneurial graduates also start their own businesses.
Further Information
Contact Information
T: +353 (0)71 931 8510
E: admissions.sligo@atu.ie
Marketing, Tourism & Sport