Our well-established and strong links with industry together with current thinking and research have shaped the structure of the course, which consists of eight modules plus a dissertation.
Modules:
Luxury Concepts and Practice; Strategic Finance for Luxury Management; Omnichannel Distribution Strategies for Luxury; Strategy, Leadership and Social Responsibility; Global Luxury Brand Strategy; Legal Aspects of Brand Management; Sustainable Luxury; Introduction to Research Methods; MBA Project.
Luxury Concepts and Practice
This is where the core conceptual understanding of luxury is balanced with industry insights, through the guest speakers who join classes. The module is designed to critically assess the complexities of the luxury concept and the evolution of the global luxury sector. Students analyse how perceptions of luxury value evolve across different product/market contexts and investigate how individual consumers characteristics, social dynamics and brand related factors affect decisions to purchase luxury products and services.
Strategic Finance for Luxury Management
The module develops a critical awareness of the managerial economics and strategic financial considerations of companies in the luxury sector. Students will understand the strategic financial issues concerned with funding and operating a luxury business both at private and public company levels. It will cover key concepts from understanding key financial structures and instruments as well as the role of credit rating agencies. The module covers both macro and micro aspects of the industry and will enable students not only to learn about particular instruments, but also to contextualise their use in specific and individual situations.
Omnichannel Distribution Strategies for Luxury
Provides a critical analysis of management trends and developments with respect to the retailing and distribution of luxury goods and services. All dimensions of luxury channel distribution are explored including franchising, wholesale and licensing. There is also a particular emphasis upon the creation of differential advantage through balancing physical store experience with immersive digital and mobile commerce in selling direct to consumers.
Strategy, Leadership and Social Responsibility
Enables students to critically analyse the roles that managers play in formulating, implementing and evaluating strategy within organisations in the luxury sector. Students are encouraged reflect upon the importance of leadership in developing, protecting and exploiting strategic capabilities within organisations. The module is designed to help students take on a significant leadership role in their future careers in the luxury sector.
Global Luxury Brand Strategy
This module examines the critical value of luxury brands - the personality, associated iconography, and brand equity and how these factors can help to define and protect a luxury brand. It highlights the importance of effective brand management in the luxury goods and services sector through a detailed consideration of the relative literature, supported by contextual examples. There is a strong focus on the formulation and implementation of strategy, centred on branding and consumer decision-making.
Legal Aspects of Brand Management
Focuses on and contextualises niche aspects of law so as to be accessible to those without 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.
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. It provides preparation for the final research project.
Sustainable Luxury
Sustainable luxury is about the power to change lives through sustainability leadership. This module requires students to engage in informed analysis of the social, environmental and financial impacts of the operations of luxury industry players, to develop a critical understanding of key sector sustainability challenges and to identify best practice and sustainable leadership. Students will be given a broad and detailed knowledge of the latest theory and practice and will have the opportunity to pursue study across areas of luxury business and sustainable development that align with their personal and professional values and aspirations.
MBA Project
The final element of the course is the dissertation, which provides you with an opportunity to design and undertake a piece of original research in a selective area of Luxury Brand Marketing. As part of the research, students have the opportunity to apply theories, concepts, theories and frameworks introduced in the modules that were previously taught. The dissertation can assume one of three forms: An Applied Research Project, an Inquiry Project or a Business Consultancy Project.
Download the programme specification for a detailed breakdown of the course structure, what you will learn and other useful information.
