A unique programme, designed to reflect the distinctive nature of the luxury brand sector. Our Masters in Luxury Brand Marketing provides you with the specialist skills, industry knowledge and expertise necessary for a successful career in a niche and innovative industry.
You’ll study a range of topics, provide a breadth of knowledge and understanding of marketing specifically related to luxury brands, with a focus on critical insights into luxury consumer behaviour, luxury branding and marketing communications and examination of legal aspects of branding within a luxury context. We’ll help you develop your intellectual skills together with the contemporary skills and practices needed to excel in the industry.
There is also an opportunity to complete a work placement, volunteering work, desk-based consultancy or even study abroad. Students are also given the opportunity to engage in independent research through the research project.
The programme aims to provide an opportunity for graduates to study luxury marketing within a global context whilst also being aware of the wider responsibilities of businesses including responsible leadership. Upon graduation, you’ll be well positioned to operate as a manager within an increasingly competitive and digitally orientated industry with an international scope.
The University has built upon a wealth of expertise in the luxury sector from our academic and honorary professors who come from and continue to work as leaders in the industry. The primary aim is to equip students with a contemporary understanding of luxury brand marketing, in order to meet the needs of the luxury brand industry. It is intended that future graduates will be able to perform as professionals applying their knowledge, analytical and personal skills and competencies in order to successfully achieve jobs within the luxury brand sector.
Educational Aims of the Programme
In response to the unique proposition that luxury goods and services present in the global marketplace together with the emergent body of academic interest that has developed in this field, the MSc Luxury Brand Marketing programme aims to provide an opportunity for graduates to study luxury marketing within a global context whilst also being cognizant of the wider responsibilities of businesses including responsible leadership.
Students on the programme will be given the opportunity to study marketing theory and practice through a variety of specialised subjects including luxury consumer behaviour, luxury branding and marketing communications and examination of legal aspects of branding within a luxury context. In addition, either undertake a work placement, study abroad, volunteering work or desk-based consultancy. Students are also furnished with the opportunity to engage in independent research through the research project.
The programme is most appropriate for students who have previously studied business at the undergraduate level and who wish to develop a deeper understanding of the tools and techniques available to managers and apply these in a luxury brand marketing context. The programme may also appeal to students who are from a non-business background but are committed to developing a marketing career in luxury branding. The programme is offered both full and part-time. Practitioners are very welcome to apply hence the programme welcomes applications through the Flexible Entry route involving Credit Transfer and RPL.
It is anticipated that future graduates of the programme will be able to perform as professionals applying their knowledge, real-world problem-solving skills and competencies in order to successfully achieve jobs within the luxury brand marketing sector. Specifically, the educational aims of the programme are to:
Provide students with a range of opportunities for studying theory and practice relevant to luxury brand marketing;
To prepare and equip students with the appropriate academic knowledge to enable students to communicate effectively on issues relating to luxury brand marketing;
Offer students the opportunity to engage in real-world problem solving through, for example, a work placement opportunity or desk-based consultancy;
Provide students with opportunities for personal development by undertaking an individual research project. In particular, encouraging students to be independent learners, highly motivated and self-confident individuals;
Prepare students for careers within luxury brand marketing, in particular, to develop a range of skills and attributes to enhance students’ employability as potential marketing professionals within the luxury sector;
Provide not only subject-related knowledge skills but also research, study and personal skills. To facilitate the development of critical thinking, analytical skills and research practices to enable students to comprehend and select appropriate methodologies and research techniques for independent research.
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.
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
Cost & Fees
Tuition fees need to be paid to the university however some students are eligible for tuition fee support. The fees and financial support that are relevant to you depend on where you lived before coming to university.
Annual tuition fees (Full-time)
Average annual tuition fees (Part-time)
UK (including Scotland) and Europe
International (outside Europe)
All entry requirements listed here represent the requirements for entry to the programme that is normally sought. The Admissions Team may assess additional evidence to assess your eligibility, however, depending on your full academic/employment background.
Typical Entry Requirements
UK Honours degree 2:2 (or equivalent
An academic IELTS score of 6.0 (or equivalent) with no element below 5.5.
Other academic and vocational qualifications
Each application to GCU is considered on an individual basis. If you do not have the typical academic entry qualifications, but can demonstrate relevant work experience and/or credits from recognised professional bodies, you may be eligible to enter this course via the University's Recognition of Prior Learning scheme.
If you do not qualify for direct entry, INTO Glasgow Caledonian University offers a Graduate Diploma Programme. This course offers a route to Glasgow Caledonian University through an excellent teaching and learning experience located in a purpose built study facilities. Successful completion of the Graduate Diploma Programme at INTO Glasgow Caledonian University to the standard required provides guaranteed progression to this degree.
For international students who do not meet the minimum English language requirements, we offer Pre-sessional English language courses to help you improve your English language skills.