International Luxury Marketing

Taught modules

Compulsory modules

• 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.

• Responsible Marketing in a Global World

  This module introduces the key principles of responsible marketing by studying the theories that underpin ‘Better Marketing for a Better World’ which works towards achieving the UN Sustainability Goals. The module will explore the marketing environment including the changing needs of customers, and how brands make choices about the marketing mix to meet those needs in a long-term sustainable way. This includes the ways in which marketers plan, manage and implement marketing programmes in the context of the international interconnected global environment of the twenty first century.

• Sustainable 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 practice. 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 Marketers

  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.

• Sustainable Global Marketing Strategy

  You will build on the Responsible 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.

• Marketing Luxury in a Sustainable World

  As one of the fast-recovering sectors in the post-pandemic period, the future of luxury is promising with a few significant changes taking place in global markets.
  
  Luxury brands are unique in many perspectives, for instance, offering consumers a high-quality product or service, engaging with the emotional benefits of prestige and exclusivity. In a new era of sustainability, it is critical to understand how the concept of luxury takes shape and continues to develop by adopting fresh ideas such as circular economy, substitute material and green consumption.
  
  This module introduces luxury from a perspective of both theory and practice on luxury goods and services, such as jewellery, fashion, tourism, and prestige cars and explores a range of luxury marketing areas, including concepts, principles, heritage, people and sustainability in luxury.
   

• Managing the luxury experience in an era of sustainability

  Managing the experience of luxury goods and services is critical to the sustained success of luxury brands. Gen Z and Millennials are set to represent more than 60% of the luxury market around 2025. Younger consumers bring both opportunities and challenges to luxury brands worldwide. Besides the characteristics of luxury goods and services, digital natives value authenticity, integrity, and sustainability in terms of luxury purchase and consumption. It is important to understand how to deliver an excellent customer experience among luxury consumers in a dynamic environment and working with a range of target consumers.  
  
  This module introduces core principles of luxury experience management across different channels, linking operations management to core strategic activities with the aim of delivering a seamless luxury experience.
   

Optional modules