MSc in International Luxury Marketing
Headington, United Kingdom
DURATION
1 up to 2 Years
LANGUAGES
English
PACE
Full time, Part time
APPLICATION DEADLINE
Request application deadline
EARLIEST START DATE
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TUITION FEES
GBP 16,200 / per year *
STUDY FORMAT
On-Campus
* UK students full-time: £10,400 | International/EU students full-time: £16,200
Scholarships
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Introduction
Our MSc International Luxury Marketing course enables you to plan and apply luxury marketing management strategies. All within a framework of international marketing.
Your studies will equip you with insight and critical skills, and you will:
- learn to assess situations from financial, commercial and cultural standpoints
- learn how to reach decisions on solutions and actions by integrating academic and practical knowledge with practical case studies and live scenarios
- develop marketing strategies in a luxury context
- understand how building customer trust and championing luxury brands is critical
- learn to make decisions about the operational and strategic business activities of luxury brands and their distribution channels.
With the sandwich mode, you can apply for a year’s paid, supervised work in a luxury marketing role to prepare you for your career. This is available if you start the course in September.
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Admissions
Scholarships and Funding
Curriculum
Learning and assessment
You will study eight compulsory modules, including a module that helps your professional and academic skills. You’ll choose either a dissertation or a client project.
If you start in September, you can choose the sandwich mode. This gives you the opportunity to apply for one year’s paid supervised work experience in a marketing role. The course lasts two years.
If you choose not to take a work placement, the course lasts one year.
If you start in January the course takes one year as there is no placement option.
Study modules
Compulsory modules
- Introduction to the Principles of Marketing
This module introduces the key principles of marketing by studying the theories that underpin the subject. You will explore the roles of buyers, the marketing environment, and the ways in which marketers plan, manage, implement and monitor marketing programmes in the context of the international environment of the 21st century. - Understanding Customer Behaviour
You will critically appraise the behaviours of customers and their interactions with marketing. Informed by behavioural science, you will analyse why customers behave as they do and how marketing activity influences their behaviours. This analysis informs your critical understanding and implementation of both strategic and responsible marketing practices. An innovative dimension of this course is the investigation of change agents that will significantly influence the behaviours of customers in the future, for example, neuroscience, climate change and technology innovation. This is an analytical module that utilises research evidence to inform evaluation, behavioural and communications research. - Research Methods for Events and Marketing
- This module delivers the skills that enable you to conduct marketing research independently. Students on the MSc programmes are expected to undertake effective research drawing upon a range of secondary and primary data sources in the preparation of coursework. It is important that you are exposed to a range of methodological issues, data collection techniques and study skills. In addition, this Research Methods module is geared towards the preparation for, and successful completion of, high quality, rigorous and systematic research for business and management.
- Professional and Academic Development
This professional and academic skills development module helps you to become a lifelong learner and enhances your employability. Starting with a focus on how to achieve your best academically, you will then develop your skills for employment and career planning. You will work through a self-development plan, taking the lead in your own learning and development. You will be coached in identifying, engaging in and reflecting on how you can gain from developmental activities within the university and externally. - Digital and Social Media Marketing Strategy
Digital technologies have transformed marketing, they offer new sources of customer insight, they have dramatically changed customer behaviour, enabled new business models and impacted how organisations interact with their customers and key stakeholders. This module aims to take a strategic perspective of the digital and social media environment. It focuses on the interaction between consumers, businesses and other organisations and how thinking digitally can assist in effective marketing. Web-based media, mobile platforms, social media and digital tools are reviewed, practised and critically evaluated to identify successful performance and to create contemporary digital marketing strategies. - Global Marketing Strategy
You will build on the Principles of Marketing module, and explore the global marketing environment. There is a particular emphasis on internationalisation and the creation and development of global markets. You will understand the principles, influences, and institutions affecting the development of international trade and global marketing strategies. You will analyse opportunities and constraints in the context of global marketing strategy, and the associated organisational and control issues associated with the development of global markets. This includes an appreciation of the importance of ethical and social issues. - International Luxury Marketing
This module examines the strategic decisions involved in luxury marketing and luxury brand management. Students have the opportunity to plan and critically evaluate luxury marketing campaigns. Luxury brands are unique in that they offer the consumer a high-quality product or service coupled with the emotional benefits of prestige and exclusivity. This module brings together contemporary luxury marketing theories and practices, spanning many fields such as jewellery, fashion accessories, tourism, fine wine, spirits and prestige cars. - Managing the Luxury Experience
This module links operations management to the core strategic aspects of international luxury retail management across different channels. Students will understand how some places have become synonyms of luxury destinations, because of their ability to create and deliver a seamless luxury experience. The key to this is not only the management of channels to market but also the ability to create, manage and foster a credible and consistent relationship with customers. At a time when counterfeit goods have also become a mainstream issue for this industry, managing the experience of luxury goods and services is more central than ever to the sustained success of luxury brands.
Final project - choose one of
- Dissertation
The dissertation is an opportunity for you to explore and develop expertise in international luxury marketing. You are encouraged to choose a topic that will be valuable in your future career. This is a self-managed activity, with you driving your own research project, with guidance and advice by a supervisor, based on the proposal developed in the Research Methods in Marketing module. - Client Project
You have the opportunity to link theory to practice by analysing a real organisational issue. Having identified a project (with the approval of both the client company and the Module Leader) you investigate a particular issue, one that can be supported through the relevant literature and by conducting primary research with the client. This module is not an internship but can be taken in conjunction with an internship you have identified and are participating in. The 'issue' in question may be a current management problem for the client organisation or related to future strategic choices. The Client project provides you with a significant learning and personal development experience.
Work placement
- Marketing Practice (sandwich mode)
This module is a great opportunity to gain one year’s supervised full time paid work experience in the UK or internationally in a marketing role. You will investigate a marketing challenge in a commercial or non-profit organisation. Throughout this placement, you apply the practical concepts you are learning in the course. When you are working for the organisation, you will be responsible for managing a large proportion of your own learning, including tracking and recording your progress.
We provide lots of support to help you find paid work experience and gain connections with various organisations. Our placements team (WAVES) has a database that records work placement opportunities and they run numerous placements fairs where you could meet potential employers. Securing a work experience placement is your responsibility and does take a lot of effort, but this gives you valuable experience. You would need to cover your own living and travel costs throughout this duration.
Program Tuition Fee
Career Opportunities
The programme ensures that graduates are well placed to be employed in marketing roles throughout the world, and in luxury sectors such as:
- jewellery
- fashion
- tourism
- fine wine
- spirits
- prestige cars.
These positions are not confined to in-house marketing management, but also can be in media, digital, brand and communications agencies, in particular those specialising in the luxury marketplace.
In addition, graduates from our portfolio of courses are employed in marketing roles throughout the world; these include jobs in media, digital, brand and communications agencies, as well as in-house marketing management positions in areas as diverse as fast-moving consumer goods, retail, luxury retail and hospitality, travel, publishing and manufacturing. Employers include:
- Johnson & Johnson
- Hitachi
- DK
- Avis
- PWC.
Our graduates’ positions in marketing are marketing managers, marketing planners, brand managers, corporate communication managers and social media community managers. In addition, some of our students go on to start their own companies.
Marketing at Oxford Brookes University has strong relationships with companies in a range of industries. These relationships inform the programme design and delivery and provide opportunities for placements and employment. In addition to the professional career development support provided within the programme, the University has an active and enthusiastic Careers Service. This service helps students gain the ‘competitive edge’ when applying for jobs by offering help with CVs, and mock assessment centres and interviews.
About the School
Questions
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