The University of Surrey in Britain is partnering with the University of Hong Kong's School of Professional and Continuing Education to offer a master's of science degree in tourism marketing.
Wyn Li, the programme lecturer, says the degree caters to people working in tourism who want to upgrade their knowledge base. "The course is suitable for people working in hotels, airlines, travel agencies and cruise ships. Students come from diverse backgrounds. As tourism is a multifaceted industry, it is beneficial for students from different backgrounds to exchange their thoughts in this course," Li says.
Students will be at the forefront of the latest theories and practices in tourism marketing. Studying customer preferences and tourism marketing will be covered, along with techniques to formulate tourism products and communicate effectively with other departments within organisations. Applicants must have a degree from a recognised university with lower second honours or above in hospitality, hotel management, or another relevant discipline. Those without lower second honours need at least three years of work experience in the hotel, or hospitality, sector.
Lectures are scheduled mainly on weekends, and tutorials on weekday evenings.
It is a part-time programme which must be completed in two to six years.
Student Jamie Lam Kwok-hung, who is in charge of marketing travel products at a travel agency, says the degree is practical and inspiring.
"The course is great. Professors from Britain have brought innovative teaching methods, which I find inspiring.
Local lecturers are able to provide useful advice on the industry here.
"The course has given me new thoughts on my job, and inspires me to think outside the box in business planning," he says.