Luxury Brand Management (Taught)

The first of its kind in the UK, this course teaches you the business behind luxury brands: analysing and forecasting trends, building business plans, managing budgets, developing marketing strategies, leading international teams, and delivering unforgettable customer experiences.

You’ll also explore customer targeting and acquisition – learning to perform audience research, identify markets and leverage changing behaviours. Working on live projects with teams from real luxury brands, you'll discover how London’s most esteemed names attract and retain their premium clientele. Recently, students developed customer expansion strategies with Harrods and digital marketing campaigns with Boodles.

Our exclusive partnership with Walpole, the UK’s official trade body for the luxury sector, provides unparalleled access to some of the UK’s best-known brands across a variety of sectors. You’ll have opportunities to attend seminars and workshops with esteemed industry leaders who offer fascinating perspectives on luxury. This year, students have heard from names including:

Helen Brocklebank – Chief Executive Officer, Walpole
Rob Colmer – Head of Corporate Affairs and Sustainability, Aston Martin Lagonda
Gareth Dunsmore – Chief Marketing Officer, McLaren Automotive
Elizabeth Angels D'auriac – President, UK Region, CHANEL
John Scaramuzza – Chief Commercial Officer, Alexander McQueen
Adam Guy – Managing Director, Laurent Perrier
Jean-Philippe Hecquet – Chief Executive Officer, Rémy Martin
Tom Athron – Chief Executive Officer, Fortnum & Mason
Michael Ward – Managing Director, Harrods
Franck Arnold – Managing Director & Regional VP, The Savoy
Madeleine Macy – Chief Executive Officer, SkyDiamond
You can also apply to join our Luxury Lab consultancy series: an extra-curricular project giving you the chance to collaborate with a small group of students across the University on a real challenge a luxury brand is facing. Recent partners have included Estée Lauder Companies, Laurent Perrier and Fortnum & Mason.

In your second term, you’ll also join an all-inclusive European study trip, where you’ll delve into the luxury sector overseas. Last year students visited Paris, where they:

Explored the Moët & Chandon grounds
Joined a private tour of the Lafayette Gallery
Experienced a gala dinner on the Seine
In your final term, you’ll complete a dissertation or live project, developing and presenting a new business plan or consultancy project over a four-day period. You’ll graduate confident to pursue brand management roles anywhere in the world – joining alumni at upmarket brands or starting a luxury enterprise of your own.

Course Modules

Term 1
Module title
Luxury Branding and Communications strategies  
Contextual and Conceptual frameworks for Luxury
Masters Perspectives
Language or Special Elective
Term 2
Module title
Strategic management in the luxury sector
Entrepreneurship, Luxury Brands and Creativity 
Professional Perspectives
Language or Special Elective
Term 3
Module title
Final Major Project

Professionally accredited courses provide industry-wide recognition of the quality of your qualification.

• Chartered Management Institute