Online Master in Strategic Marketing (Luxury Brand Management)
Luxury brands are big business in today’s international economy – this offers both a unique challenge and an unprecedented opportunity for those in the marketing industry.
Key Facts
- Duration: 18 - 36 months
- Start dates: January / April / July / October
- Campus: Online
- Fees: £7,000 (Student Payment Plan available)
This online degree programme, delivered 100% online, is specifically designed with the luxury brand sector in mind, and prepares you for marketing management and leadership. By developing an advanced awareness of consumer behaviour and consumer relationship management skills, you will learn to apply effective strategic marketing techniques to luxury brands in a fiercely competitive market.
Stage I
Strategic Marketing Management
Marketing Communications
Consumer Behaviour and Research
Research Methods
Stage II
Luxury Brand Management
Global Marketing Management
Public Relations Management
Research Methods
Stage III
Online Dissertation and Research Methods
**All specialisations are available, subject to student demand.
Specialisation Modules
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Luxury Brand Management
In this module you will come to terms with the relevant tools used in managing luxury brands, ranging from the ‘7ps’ of the marketing mix to aspects of luxury customer relationship management and sophisticated business models.Expand -
Global Marketing Management
Globalisation is continually affecting every aspect of the business world.Expand -
Public Relations Management
This module equips you with the necessary practical and analytical skills needed to design, implement and evaluate successful public relations strategies.Expand
You will develop an appreciation of how luxury brands have evolved over time. The symbolic, material and experiential dimensions of the luxury brand market are also explored extensively.
On successful completion of the module, you will be able to:
- Explore brand/project life cycles while surveying alternative approaches and relevant implementation issues.
- Determine and discuss the relationship between marketing strategies and brand value for luxury markets.
- Examine current practices in luxury brand organisations to identify and evaluate suggestions for improvement.
- Identify and develop criteria for success in the luxury brand industry.
- Evaluate and apply the appropriate approaches, tools and techniques to brand management.
Learn more about the course assessment strategy.
Top management, therefore, has a responsibility to respond and develop approaches that prepare organisations for its effects.
This module develops your understanding of international marketing environments, global strategies and the components of global marketing plans.
On successful completion of the module, you will be able to:
- Scrutinise the principal approaches to global marketing and evaluate the information required to establish and implement effective international marketing policies and strategies.
- Perform a close analysis of the key marketing practices employed by global organisations in various contexts.
- Devise and assess a marketing plan and the range of advanced skills required for its design and implementation within a global organisation.
- Evaluate the global marketing environment to determine its impact on the formulation of marketing strategy for a given global organisation.
- Identify management problems in global marketing, including an evaluation of market entry strategies and courses of action within the situation-dependent context.
Learn more about the course assessment strategy.
It is designed to encourage discussion, debate, and examination of the multiple options available to today's PR managers.
On successful completion of the module, you will be able to:
- Critically analyse the relationship between organisational and public relations strategies.
- Appraise the nature of corporate communications and its impact on the public relations management process.
- Consider the importance of effective cross functional communication within the organisation and its influence on the effectiveness of external communication.
- Analyse current developments in PR management before evaluating their potential impact on the corporate communications strategies of a given organisation.
- Critically evaluate the relationship between corporate image and corporate reputation in various organisations.
Learn more about the course assessment strategy.
Career Direction
With your skills and knowledge in managing premium brands on the global stage, you will be perfectly prepared to take on management challenges at leading organisations.
Make full use of your abilities in roles such as Account Manager, Marketing Manager and Business Development Manager in companies around the world.
- UK undergraduate degree or equivalent – any subject area
- English levels 5.5 IELTS (5.5 in all bands)or equivalent*
- Relevant work experience is an asset, but no work experience is required
*Don’t have the IELTS required? Get the IELTS preparation you need with The Language Gallery.
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Student comments
Katriina Marja Kuusela
Ana Stanel
Chriszelle Borja