Master's Degree in Luxury Marketing - MSc Global Luxury and Management
Luxury brands are evolving faster than ever. Digital transformation, changing consumer expectations, sustainability, artificial intelligence and new retail experiences are reshaping one of the world's most dynamic industries. To succeed in this environment, companies need professionals who combine strategic thinking, business expertise and a deep understanding of luxury brand management.
SKEMA Business School's Master's Degree in Luxury Marketing, the MSc Global Luxury and Management, prepares students for international careers across the luxury sector. Taught entirely in English, the programme combines academic excellence with hands-on industry experience and offers a unique multi-campus journey between Paris, New York and Dubai.
Designed for ambitious students seeking a master in luxury management, the programme explores every dimension of the luxury value chain, from brand strategy and digital marketing to retail excellence, customer relationship management (CRM), innovation and sustainable business development.
Students can choose between two specialised tracks. The Luxury Digital Marketing & Strategy track combines a semester at the NYU School of Professional Studies in New York with a second semester at SKEMA Paris, while the Retail Excellence & Client Relationship Management track is delivered in Dubai in partnership with LVMH. Both options provide direct exposure to leading luxury markets and international professionals while preparing graduates for careers with the world's most prestigious brands.
What is a Master's Degree in Luxury Marketing?
A master's degree in luxury marketing is a specialised postgraduate programme designed to prepare students for management and marketing careers within the global luxury industry. Unlike a traditional marketing degree, it focuses on the specific challenges facing luxury brands, including brand desirability, customer experience, premium retail, digital innovation and long-term brand value.
Luxury marketing requires far more than promoting products. Professionals must understand consumer psychology, storytelling, omnichannel retail strategies, CRM, data-driven decision-making and the unique expectations associated with high-end brands. They also need to balance innovation with heritage while creating memorable customer experiences across physical and digital touchpoints.
A luxury marketing master's programme differs from both a general marketing degree and a fashion management programme. While traditional marketing programmes focus on broad commercial strategies, luxury marketing emphasises exclusivity, craftsmanship, premium positioning and global customer relationships across multiple sectors, including fashion, cosmetics, jewellery, hospitality, wines and spirits, automotive and luxury travel.
SKEMA's MSc Global Luxury and Management offers two distinctive pathways that reflect today's industry priorities:
- Luxury Digital Marketing & Strategy, delivered between New York (NYU School of Professional Studies) and Paris, focuses on digital transformation, branding, consumer engagement and emerging technologies.
- Retail Excellence & Client Relationship Management, based in Dubai and developed with LVMH, explores luxury retail performance, CRM, clienteling, artificial intelligence and customer experience management.
This dual structure enables students to specialise according to their career ambitions while developing a global perspective on luxury management.
Why choose SKEMA's Master's Degree in Luxury Marketing (MSc)?
Choosing SKEMA means joining one of Europe's leading business schools with a strong international reputation and close relationships with global luxury companies.
The Master's Degree in Luxury Marketing is recognised for its academic excellence and industry relevance. It ranks 11th worldwide in the Eduniversal Best Masters Luxury Management ranking, reflecting the programme's quality and international recognition.
SKEMA Business School also holds the prestigious triple international accreditation (AACSB, EQUIS and EFMD), together with EESPIG recognition in France, demonstrating the school's commitment to excellence in higher education.
One of the programme's greatest strengths is its international structure.
Students may choose between two highly specialised tracks:
- Luxury Digital Marketing & Strategy, featuring one semester at NYU School of Professional Studies in New York followed by a second semester at SKEMA Paris. Students may also earn a Graduate Certificate from NYU SPS.
- Retail Excellence & Client Relationship Management, delivered entirely in Dubai in partnership with LVMH, including an additional professional certificate awarded by the luxury group.
Throughout the programme, students benefit from company visits, industry projects, business challenges, guest lectures, hackathons and networking opportunities with luxury executives.
Graduates also become part of SKEMA's global alumni network of more than 63,000 alumni across 145 countries, working for renowned companies including Hermès, LVMH, Louis Vuitton, Chanel, Dior, Cartier, Tiffany & Co., Estée Lauder, L'Oréal, Bulgari, Porsche and many others.
Who is the Master's Degree in Luxury Marketing for?
What skills does a Master's Degree in Luxury Marketing develop?
The master's degree in luxury marketing develops both strategic and operational expertise required by today's international luxury brands.
Graduates acquire a comprehensive understanding of the global luxury market and learn how consumer expectations differ across Europe, North America, the Middle East and Asia.
Throughout the programme, students develop the ability to:
- analyse international luxury market trends
- design effective luxury brand strategies
- manage product innovation and premium positioning
- create compelling brand storytelling and customer experiences
- master digital marketing, e-commerce and omnichannel strategies
- leverage emerging technologies such as artificial intelligence, augmented reality and Web3
- optimise CRM and clienteling strategies through data analytics
- improve retail performance using customer insights
- integrate sustainability into luxury business models and supply chain management
- lead cross-cultural teams in international environments.
These competencies enable graduates to adapt to a rapidly changing industry while combining creativity, strategic thinking and business performance.
What subjects are taught in the Master's Degree in Luxury Marketing?
The MSc Global Luxury and Management combines academic learning with practical business experience through consulting projects, workshops, company visits and a professional dissertation.
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Core subjects include:
- Luxury Digital Marketing & Consumer Behavior
- Brand Dynamics & Storytelling
- Strategy and Innovation in Luxury
- Luxury Digital Marketing and Communication
- E-commerce & Disruption (AI, AR and Web3)
- CRM, Clienteling & Retail Performance
- Merchandising & Luxury Experience
- Sustainability in Luxury & Supply Chain
- Digital Transformation in Retail
- Consumer Behavior (Middle East focus – Dubai track)
- AI Applications in Luxury Retail
- Knowledge, Agility and Innovation in Luxury
- Master's thesis / professional dissertation
Students also participate in masterclasses, consulting challenges, industry workshops and corporate projects designed in collaboration with leading luxury brands, allowing them to apply classroom knowledge to real business situations.
Format, duration and organisation of the MSc Global Luxury and Management What can you study after a Master's Degree in Luxury Marketing?
The MSc Global Luxury and Management is available in either a 12-month or 18-month format, depending on the applicant's previous academic qualifications.
The curriculum consists of 60 ECTS credits, including two academic semesters (21 ECTS each) followed by an 18-credit professional dissertation. Students also complete an internship or an applied business project, strengthening their professional experience before graduation.
The entire programme is taught in English.
Students choose between two international pathways:
- Luxury Digital Marketing & Strategy: Semester 1 at NYU School of Professional Studies (New York) followed by Semester 2 at SKEMA Paris.
- Retail Excellence & Client Relationship Management: Two semesters on SKEMA's Dubai campus in partnership with LVMH.
Upon successful completion, graduates receive both the Master of Science (MSc) and the Diploma of Specialised Studies in International Management (DESMI), a master's-level qualification recognised by the French Ministry of Higher Education (RNCP No. 41056). Depending on the selected track, students may also earn a Graduate Certificate from NYU SPS or the Retail Excellence & Client Relationship Management Certificate delivered with LVMH.
Career opportunities after a Master's Degree in Luxury Marketing
What can you study after a Master's Degree in Luxury Marketing?
Graduates wishing to continue their academic journey have several options after completing the MSc Global Luxury and Management.
Those interested in pursuing their studies often choose Marketing, Management or Business Studies, specialising in areas such as luxury consumer behaviour, brand strategy, innovation or sustainable luxury.
Others choose to deepen their expertise through postgraduate specialisations in:
- Luxury Hospitality
- Fashion Management
- Sustainable Luxury
- Digital Innovation
- Data Analytics and Artificial Intelligence
Professional certifications can further strengthen employability, including:
- Google Ads Certification
- Meta Blueprint
- Salesforce CRM
- AI and Digital Marketing certifications
Students also benefit from the additional qualifications available within the programme itself, including the NYU School of Professional Studies Graduate Certificate or the Retail Excellence & Client Relationship Management Certificate developed with LVMH.
How to apply for the Master's Degree in Luxury Marketing?
Admissions to SKEMA's Master's Degree in Luxury Marketing are designed to assess each applicant's academic background, motivation and professional ambitions.
Frequently asked questions about the Master's Degree in Luxury Marketing
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No. The programme welcomes applicants from a wide range of academic disciplines, including marketing, business, management, design, communication, economics and the social sciences. Motivation, academic performance and career aspirations are all considered during the admissions process.
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A master's degree in luxury marketing prepares graduates to work across the wider luxury industry, including fashion, cosmetics, jewellery, hospitality, wines and spirits, premium automotive and luxury travel. A fashion management degree focuses primarily on the fashion sector.
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SKEMA's MSc Global Luxury and Management is a specialised Master of Science designed for students seeking advanced expertise in luxury marketing and management early in their careers. An MBA is generally intended for experienced professionals looking to broaden their leadership and general management skills across multiple industries.
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The answer depends on your career objectives.
Students interested in brand strategy, digital marketing and innovation may prefer the Luxury Digital Marketing & Strategy track delivered between New York and Paris.
Those wishing to specialise in luxury retail, CRM, clienteling and customer experience may find the Retail Excellence & Client Relationship Management track in Dubai more closely aligned with their ambitions.
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No. GMAT or GRE scores are optional. However, strong test results may reinforce an application, particularly for highly competitive profiles.
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Thanks to its international curriculum, English-language teaching, industry partnerships and multi-campus experience, graduates are well prepared to pursue careers throughout Europe, North America, the Middle East and Asia. The programme equips students with the global mindset and professional experience required by international luxury organisations.