Postgraduate Diploma in Marketing Management in Luxury Tourism

Program Overview

This program provides a comprehensive understanding of luxury marketing strategies, premium brand development, and value creation techniques. It covers topics such as experiential marketing, luxury fashion trends, customer relationship management, and sustainable luxury practices. The program prepares students for careers in various areas of the luxury business, including restaurants, hotels, travel and tourism, and fashion and retail.

Program Outline

Outline:

• Content: The program delves into luxury marketing strategy, premium brand development, skills and knowledge for luxury business success, and value creation techniques in luxury.
• Structure: The program consists of 7 modules spread across two semesters.
• Course Schedule:
• Semester 1:
• Marketing Concepts
• Experiential Marketing
• Luxury Fashion and Lifestyle Trends
• Customer Relationship Management in Luxury
• Agile digital marketing for Luxury Business
• Semester 2:
• Sustainable Luxury and Ethics
• Strategic Data Analytics for Decision Making
• Module Descriptions:
• Marketing Concepts:
Explores marketing as a strategic business function, covering segmentation, targeting, positioning, designing, pricing, and promoting.
• Experiential Marketing: Focuses on engaging customers through all five senses, emphasizing the need for engagement in every product and service.
• Luxury Fashion and Lifestyle Trends: Provides insights into fashion, its historical development, contemporary challenges, production, distribution, and cultural influences on fashion marketing.
• Customer Relationship Management in Luxury: Teaches the operation of a customer relationship management (CRM) system, covering data analysis, customer retention, lifetime value, lifecycle, journey, and architecture.
• Agile Digital Marketing for Luxury Business: Teaches the use of digital technology as a marketing tool to create customer value, covering target buyer persona creation and reliable data acquisition from various sources to establish an omnichannel business.

Careers:

• Opportunities in various areas of the luxury business, including:
• Restaurants
• Hotels
• Travel and tourism
• Fashion and retail