Keele University

What you'll study

The course builds a foundation in core business disciplines (accounting, economics, marketing, organisational behaviour and strategy) before layering tourism-focused modules that address the international tourism industry, destination and event management, hospitality operations and sustainable tourism practices. Teaching mixes lectures and seminars with case studies, project work, industry guest lectures and field visits to tourism and hospitality organisations.

• Core business modules: principles of management, marketing, finance and accounting, business law, operations and strategic management.
• Tourism modules: international tourism management, destination planning and development, tourism policy and planning, cultural and heritage tourism, tourism and sustainability, and hospitality management.
• Research and professional skills: research methods for business and tourism, digital marketing for tourism, customer service and experience design, and employability/workshop modules.
• Final-year project: an independent dissertation or applied consultancy project on a business or tourism topic, often linked to an external employer or local tourism destination.
• Optional experiences: opportunities for a year-long placement in industry or a year abroad at a partner university to develop international experience and language skills.

Entry requirements

Applicants are normally expected to hold a secondary school qualification equivalent to UK A-levels (typically around BBB) or a recognised diploma/qualification from their home country. Applicants should normally have passes in English and Mathematics at GCSE level (or accepted equivalents). Keele welcomes mature students and those with relevant work experience; such applicants are considered on an individual basis.

International applicants will need to demonstrate English language proficiency. Typical acceptable qualifications include recognised English language tests or completing an approved English pathway. Specific entry requirements can vary by applicant background, so contact the admissions team or consult the official programme pages for detailed guidance.

Career prospects

Graduates are equipped for a wide range of roles across the private, public and third sectors. Typical career paths include tourism and destination management, hotel and hospitality operations, events and conference management, travel and tour operations, destination marketing and digital tourism roles. Graduates also move into related business functions such as marketing, human resources and operations, or choose to pursue postgraduate study (for example master's degrees in tourism, business management or hospitality).

The programme emphasises employability through practical projects, industry guest speakers, field visits and optional placement years, helping students build a professional portfolio and employer contacts before graduation.

Why study at Keele University

Keele offers a campus-based learning environment with small-group teaching and strong pastoral support. The programme is delivered with an applied focus, drawing on staff research and links with regional and international tourism and hospitality employers. Students benefit from Keele's careers and placement services, opportunities for study abroad or a year in industry, and a teaching approach that integrates academic rigour with real-world practice.

The multidisciplinary nature of the university allows business and tourism students to take optional modules from other subject areas, encouraging broader perspectives on sustainability, culture and community development that are directly relevant to contemporary tourism practice.