Our Masters in Luxury Brand Marketing programme provides students with a rich breadth of knowledge and understanding of marketing specifically related to luxury brands. It includes a focus on critical insights into luxury consumer behaviour, luxury branding and marketing communications, and an examination of legal aspects of branding within a luxury context.
It will allow you to develop your intellectual ability together with the contemporary skills and practices needed to excel in the industry. There will also be an opportunity to complete a work placement, volunteering work, desk-based consultancy or even study abroad. Students are also encouraged to engage in an independent research project.
The programme allows students to study luxury marketing within a global context while at the same time developing a greater awareness of the wider obligations of the business, including responsible leadership. The primary aim is to equip students with a contemporary understanding of luxury brand marketing in order to meet the constantly changing needs of the luxury brand industry. To help achieve this, the University has built upon a wealth of expertise in the luxury sector through our distinguished range of academic and honorary professors, who are all current leaders in the industry.
Graduates, equipped with their specialist knowledge, analytical and personal skills, can expect to be well-placed to command managerial positions within the increasingly competitive, digitally-orientated global luxury brand sector.
Our well-established links with industry together with current thinking and research has shaped the structure of the programme, which consists of 6 modules, plus a Dissertation.
Strategic Marketing of Luxury Goods Explores how the assets of a luxury company can be used to create and deliver value to stakeholders, particularly customers and stakeholders. Students are provided with the opportunity to develop a managerial overview of how marketing interacts with the other functional areas of the luxury business.
Legal Aspects of Brand Management Focuses on and contextualises niche aspects of law so as to be accessible to those without a prior legal study of intellectual property law or regulation. It provides foundations for critical, analytical and legally creative thinking while exploring legal issues related to trademarks, domain names, passing off, design rights, patent rights, copyright, and issues relating to advertising standards.
Developing Personal and Professional Competence Enables students to identify, understand, develop and articulate their key personal abilities in the context of their future career aspirations. Students will be given the opportunity to undertake an industry placement, volunteer, study abroad or take part in desk-based consultancy in order to be better prepared for their personal and professional life.
Consumer-Led Sustainable Marketing Designed to provide an in-depth and critical understanding of consumer-led sustainable marketing practices. Students are introduced to the concept of customer insight and its role in marketing decision-making. The module evaluates the psychological, social and economic roots of the discipline of consumer behaviour and relates these to contemporary consumers.
Global Branding and Integrated Marketing Communications Provides students with a critical understanding of branding theory through an examination of key theoretical frameworks relevant to brand identity, personality, brand relationships and brand culture. Various sectors including fashion, luxury, travel and entertainment are explored while providing students with an understanding of marketing communication’s mix.
Research Project: Design and Methods Introduces students to research approaches and time management skills essential for their research project. The module provides essential knowledge of research design across key areas and adopts a critical perspective in comparing and contrasting alternative research models.
Dissertation The final element of the programme is the dissertation, which provides you with an opportunity to design and undertake a piece of original research in a selective area of Luxury Brand Marketing.