Our well-established links with industry together with current thinking and research have shaped the structure of the programme, which consists of modules, plus a dissertation.
Modules:
Developing Personal and Professional Competence; Introduction to Research Methods; Luxury Consumer Behaviour; Luxury Branding and Sustainable Marketing; Integrated Marketing Communications; Strategic Marketing of Luxury Goods; Legal Aspects of Brand Management; Digital and Social Media Marketing; Research Project.
Download the Programme Specification for a detailed breakdown of its structure, what you will learn and other useful information.
Strategic Marketing of Luxury Goods
This module will help students grasp the scope and scale of strategic marketing to develop a managerial overview of how marketing interacts with the other functional areas of the luxury business. The main emphasis of the module will be on developing a marketing plan in the luxury business.
Legal Aspects of Brand Management
Focuses on and contextualises niche aspects of law so as to be accessible to those without the 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.
Luxury Consumption Behaviour
This module provides a critical understanding of the main psychological motivations for luxury consumption. students will explore the delicate balance of utilising consumer insights for strategic marketing purposes while safeguarding consumer interests towards responsible marketing practices.
Integrated Marketing Communications
One of the core elements of marketing is the creation and implementation of a coherent marketing communications plan to stimulate desired consumer responses and build and enhance brand equity. This module aims to develop students understanding of marketing communication theory and the application of the marketing communications mix. In doing so, the module content serves to provide a critical understanding of how a luxury brand may be marketed within the Global marketplace.
Introduction to Research 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.
Research Project
The final element of the programme is the research project, which provides you with an opportunity to design and undertake a piece of original research in a selective area of Luxury Marketing by writing a dissertation or undertaking a consultancy project.
Digital Marketing and Social Media
In today's shifting digital landscape, luxury brands must evolve to meet the needs of their modern digital-savvy customer. This module will help students grasp the fundamentals of digital and social media marketing to engage with their customers, reach new audiences and create exceptional digital experiences. the focus on marketing communications tools is distinctive for the MSc Luxury Marketing program.
Luxury Branding and Sustainable Marketing
One of the core elements of marketing is the creation of a strong brand identity to stimulate long-lasting consumer-brand relationships and build and enhance brand equity. This module aims to develop students' understanding of branding theory and application of the sustainable marketing theoretical frameworks. In doing so, the module content serves to provide a critical understanding of how a luxury brand may be marketed sustainably within the global marketplace
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