International Master in Fashion and Luxury Marketing


Program Description

The International Master in Fashion and Luxury Marketing (MM


  • Aimed at all those who wish to embark on a career in the international fashion and luxury industry.
  • The master is taught during the weekends, Friday afternoon and Saturday morning, from October to July.
  • Includes Masterclass taught by experts from the fashion and luxury industry.

Differential Factors

  • OFFICIAL DEGREE: Own Title of the Rey Juan Carlos University.
  • EMPLOYABILITY: Possibility of internships in companies in the sector.
  • METHODOLOGY: The master includes new subjects such as innovation, experiential marketing, digital marketing, consumer behavior, branding, presentation of collections in fashion shows, fashion and law, etc., taught by lecturers and lecturers from Business Schools, Universities and experts from industry, with the help of the case method. In addition, the ability to innovate, creativity, adaptation to change and critical thinking is motivated.


  • Specialized program in Marketing applied to the fashion and luxury sector with an international vision, which aims to train future managers in the skills and tools of strategic and operational marketing management at an international level.
  • Pay special attention to the design of shopping experiences and critical thinking.
  • It combines innovative pedagogical tools, typical of a business school such as ESIC Business
  • It incorporates the techniques of the case method and strategic simulation.
  • Faculty selected among professors and specialists of the fashion industry.
  • It includes new subjects such as innovation, fashion market research, consumer behavior, new materials, experiential marketing, staging of collections and international fashion shows, e-commerce of luxury, and fashion and law, among others.
  • It allows access to a professional network of fashion companies.
  • Facilitate the collaboration and advice of the leading Spanish fashion companies, establishing priorities in the training of marketing professionals in the sector.
  • Practices in companies of the sector. *
  • Visits to stores and reference stores in the fashion and luxury industry.

* The practices are carried out in a "competitive concurrency regime", that is, according to the profiles and CVs of the students and the needs of the companies (they are not 100% guaranteed). ** Trips to Elche and Ubrique not included in the program's RRP. They are optional.


  • Offer an international vision of the fashion company.
  • Enhance the projection and management of brands internationally.
  • Expand and consolidate international distribution, with emphasis on the BRIC countries.
  • Develop and promote sales through electronic commerce.
  • Know the latest marketing techniques applied to fashion.
  • Detect in "real time" the changes of trends in fashion (fast fashion and coolhunting).
  • Motivate innovation, creativity and critical thinking.
  • Use cinema, television and televised galas as international platforms for the dissemination of fashion.
  • Optimize the showcase and retail architecture.
  • Innovate in fashion shows and presentations of fashion collections.
  • Access a professional network of fashion companies.
  • Lead marketing teams.

Student Profile

  • Graduates and Graduates in ADE.
  • Graduates and Graduates in Marketing.
  • Graduates and Graduates in Advertising.
  • Graduates and Graduates in Economic and Business Sciences.
  • Graduates and Graduates in Law.
  • Graduates and Graduates in Sociology.
  • Graduates and Graduates in Journalism.
  • Graduates and Graduates in Architecture.
  • Graduates and Graduates in Audiovisual Communication.
  • Graduates and Graduates in History and Art History.
  • Graduates in Design.
  • Diploma in these areas and other areas of interest.


The methodology has an eminently practical approach and is based on the principle of "training-action" that guarantees learning through the application of knowledge. The program is structured in 4 blocks (see Program) in which magisterial sessions are alternated with the case method and lectures by well-known professionals, which consolidates learning.

The master includes high performance content in marketing and each subject will be evaluated by the teacher responsible for the area through individual exams, practical exercises and individual or group cases.

Finally, students who have passed all the subjects must complete an End Master Project and present it before a tribunal made up of members of the faculty and experts of recognized prestige in the fashion industry.


Block 1

  • Module 1: Fashion and culture in the 20th and 21st centuries
    • Introduction to the sociology of fashion.
    • Fashion in Europe, the US and Asia: from Fortuny to Inditex.
    • Aesthetics applied to fashion.
    • Main aesthetic currents of fashion in the XX and XXI centuries.
    • Fashion and its relationship with art.
      (Includes visits to the Costume Museum, Lázaro Galdiano Museum and Prado Museum)
  • Module 2: Innovation. Strategic and economic framework. Finance applied to the fashion sector
  • Innovation and strategic vision of the fashion sector. The global fashion market of the 21st century
  • Emerging economies: the BRIC countries
  • Strategic variables
    • Price and currency strategy
    • Manufacturing: location and relocation
  • Finance applied to the fashion sector
  • Budget management
  • The Results Account of a marketing department
Module 3: Investigation of the fashion market. Consumer behavior
  • Concepts and tools to analyze the market
  • Analysis by markets and socio-cultural profiles
    • The Western consumer: Europe
    • The western consumer: United States
    • The Latin American market
    • The Asian market
  • Market research tools: quantitative and qualitative
  • Distribution research: exclusive, selective, intensive, other
  • Investigation of new points and forms of sale
  • Bodymetrics (anthropometry), new fabrics, technological fabrics.
  • Clothing: Female, male, child
  • Accessories and footwear
  • Perfumery and beauty
  • Quality of life
Consumer behavior
  • The relationship between the distributor and the current consumer
  • Influence of purchase patterns in the logistics and distribution of a vertically integrated company
  • Neuromarketing applied to fashion
  • The four strategies of consumering

Block 2

  • Module 4: Product policy and creativity management
    • Product policy in the fashion market
      • Analysis of the portfolio of products and services
      • Product life cycles
      • Matrices of product-market relationship
    • The product pyramid
    • Exclusive collections: Haute couture
    • Main collection of prêt-à-porter
    • Mid range: broadcast lines
    • Low-end markets - large distribution
    • accessories
  • Management of creativity. The value chain
  • Nature of creativity and its role in the fashion industry
  • Creative process in fashion companies
  • Models of creativity management in fashion companies
  • Tools for creativity management
Module 5: Pricing Policy
  • Price
  • Price and perceived value
  • Price fixing
  • Discounts and offers
  • Positioning and perception
  • Classes and social groups
  • Competitive advantage
Module 6: Brand: Branding
  • Definition and value of the brand
  • Brand identity
  • Brand image
  • Brand fidelity
  • Metrics of brand analysis in the fashion and luxury sector
  • Brand strategies in fashion and luxury
    • Local / Global
    • Brand transfer
    • Multiple, white, cobranding
  • The brand on the web
  • Positioning of the brand
  • Brand life cycle
  • Address from the brand
  • PRACTICE: Design a fashion brand
Module 7: Marketing tools applied to fashion
  • The 4 P: Product, Price, Square (distribution) and Promotion
  • The 5 C: Consumer, Competition, Cost, Channel and Communication
  • Marketing Mix: targeting types and targeting variables
    • Fashion segmentation criteria: CRM
Module 8: New Trends in Fashion Marketing: Experiential Marketing
  • Neuromarketing: the importance of emotions
  • Experiential Marketing Concept
  • Keys to Experiential Marketing in the fashion and luxury sector
  • Application in the physical store environment: Retail Experience
    • The space of the store
    • The testers: PRADA store in New York
    • The light
    • The smells
    • Staff in contact PEC
  • Application in the online environment: User Experience (UX)
  • Competitive advantages associated with Experiential Marketing in the fashion and luxury sector
Module 9: The luxury sector: Haute couture, ready-to-wear and accessories
  • The new luxury market
  • The culture of luxury: Europe, the US, Latin America and Asia
  • Luxury brands associations
  • Luxury brands: pyramid and galaxy
  • Typologies of the luxury market
  • The new luxury customers
  • Luxury marketing
  • The luxury market in the BRIC countries

Block 3

  • Module 10: International communication and advertising
    • Communication in the universe of fashion
    • Marketing Mix of Communication: Parades, Advertising, PR, Promotion
    • Advertising
      • Publicity: redactional: Dossiers
      • Advertising: advertising
      • Printed media
      • Televisions: programs, spots and product placement
      • Radios
      • Internet: blogs
    • Media Plan in the universe of fashion
    • PR: Public Relations in the Fashion Universe
    • Promotion, limited editions, offers, raffles
    • Promotion plan
    • Communication budget
  • Module 11: Net-Marketing: Web 2.0: e-Commerce
  • Online communication tools
  • The online buyer - profiles
  • 2.0 strategies of a fashion company
  • Platforms of diffusion and sale
  • Importance of the Community Manager
  • Social networks RRSS: Mobile
  • Online stores: E- Commerce
  • The giants of fashion sales on the internet
    • Net to Porter, ASOS, Vente-privee
  • WEBS metrics
Module 12: International logistics and distribution policy
  • Logistics strategic variables
    • Orders, materials, transport
    • Process "soon fashion" and systems "just in time"
    • Internationalization of the POS
    • Production relocation
    • Storage, inventory control and customer service
    • E-warehouse
  • Strategic distribution variables
  • Long and short channels
  • Own and mixed channels
Exclusive, selective and massive strategiesModule 13: Retail and address of fashion stores
  • The Retail sector: The 4 cardinal points of retailing
  • Key elements of differentiation between business models
  • Location and sizes
    • Malls.
    • Commercial streets
    • Department store.
    • The concept stores, outlets, etc.
  • Branded stores: multi-brand
  • Shop in the shop, Corners, etc.
Linear processes and reactive processes to the demand: supply chains type El Corte Inglés, HOffer and demand; the sales and promotionsPosition within the supply chainManagement of people: organization and control of resultsModule 14: Scenography applied to parades and shop windows
  • Principles of set design
  • Parades: fashion catwalks - Catwalks
    • Staging a collection: music and lighting
    • Formats, budgets and environments
  • New technologies in fashion shows: laser, 3D, Holograms, etc.
  • Multimedia projections
  • The new windows
Module 15: Fashion, film, TV and performing arts
  • Theater, opera, ballet and fashion
  • The influence of scenic costumes in fashion: Fortuny and Schiaparelli
    • The Ballets Russes de Diaghilev in Paris
    • Painters and designers of the avant-garde
  • The influence of fashion on stage costumes
  • Coco Chanel, Barbara Karinska, Yves Saint Laurent, Pierre Cardin, Christian Lacroix, Gianni Versace, Jean Paul Gaultier, Valentino, Karl Lagerfeld, Stella McCartney, Donna Karan, Calvin Klein, Ralph Lauren, Isamu Noguchi, Oliver Messel and the Royal Ballet of London, etc.
Influence of cinema on the diffusion of fashion
  • The Star System and the Glamor
  • Fashion Icons in the Cinema
Optimization of investments in acquisition (Re-marketing / targeting / Inbound Marketing)Fashion in TV series:
  • Mad Men
  • Sex in New York
  • Downton Abbey, etc.
The Fashion FilmsThe "Red Carpet": Galas, oscar, awards and festivalsModule 16: Ethics of fashion
  • Fashion ethics
    • Social responsibility of the fashion company
    • Environmental responsibility of fashion products
    • Ethical trade
    • Security and quality control in garments and footwear
  • Fashion and right
  • Copies and counterfeits: legal framework
  • The protection of designs
  • Rules of online sale

Block 4

  • Module 17: International Marketing Plan
    • Necessity and structure of the Marketing Plan
    • Development and preparation of a Marketing Plan
    • Definition of objectives
    • Marketing Budget
    • Risk analysis
    • Contingency plan
    • Loyalty
    • Audit of a Marketing Plan: internal and external
  • Module 18: Final Master Project (PFM)
  • The master's project will consist of the preparation of a Strategic Plan and a Marketing Plan related to the fashion sector
  • The exhibition of the Project will be carried out at the end of the course before a court
  • Module 19: Practices
  • Visits will be made to the Costume Museum, Lázaro Galdiano Museum, Prado Museum, stores and stores in Madrid
  • Possibility of internships in companies in the sector in the second semester.
  • Module 20: 3-day trips to Elche and Ubrique (Optional)
  • Visit to the footwear factories of Elche and Elda
  • Visit to the Ubrique leather accessories factories

Associated Rankings

ESIC is ranked 12th Business School in the World.

The Director General of ESIC is the 76th Spanish business leader.

3rd Business School in Spain with the best reputation.

ESIC is ranked within the top 250 Business Schools in the world and most importantly one of the seven "Top-Tier Employability" business schools in Europe.

2nd Business School of Spain in the sectorial ranking.

Last updated Jan 2018

About the School

ESIC is a group of leading business schools in Spain, with an experience of over fifty years training business and marketing professionals. We strive to incentivize, promote, and maintain a direct rel ... Read More

ESIC is a group of leading business schools in Spain, with an experience of over fifty years training business and marketing professionals. We strive to incentivize, promote, and maintain a direct relationship with the business environment in order to provide you with a practical academic training which focuses on the needs of the labor market. We offer training with values, to engage successfully as a highly qualified professional with excellent command and knowledge of the latest trends. Read less
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