Master of Science (MSc) Marketing and Digital in Luxury and Lifestyle

Program Overview

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The Master of Science in Marketing and Digital in Luxury and Lifestyle program at EM Normandie Business School equips students with advanced knowledge and expertise in marketing, digital technologies, and the luxury and lifestyle industries. The program's unique approaches, including partnerships with industry leaders and experiential learning opportunities, prepare graduates for successful careers in various roles within the luxury sector. With an impressive employment rate and high average salaries, the program offers a strong foundation for professionals seeking to excel in the competitive luxury industry.

Program Outline

Degree Overview:

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Program Overview:

The Master of Science (MSc) Marketing and Digital in Luxury and Lifestyle program, offered by EM Normandie Business School in Paris, France, is designed to prepare students for roles in marketing, communication, and digital marketing within the luxury and lifestyle industries. These industries encompass sectors such as fashion and accessories, perfumes and cosmetics, luxury hospitality and haute cuisine, wines and spirits, jewelry and watches, and decorative tableware. The program's objective is to develop managers with advanced knowledge and expertise in marketing, digital technologies, and a deep understanding of the luxury and lifestyle sectors.

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Objectives:

• Train managers in marketing, communication, and digital marketing for the luxury and lifestyle industries.
• Equip students with the skills and competencies sought by luxury recruiters, including expertise in digital marketing and a solid understanding of the standards and values of the luxury ecosystem.
• Prepare students to embody the standards and values of the luxury ecosystem and possess a strong familiarity with its sources of inspiration.

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Outline:

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Program Content:

The curriculum provides a comprehensive understanding of the challenges and issues in the luxury industry, covering topics such as:

• Brand management and responsibility in luxury
• Brand management in luxury
• Ethics and sustainability in luxury
• Business models in luxury
• Comparative strategies in luxury
• Supply chain management and sourcing
• Communication and digital in luxury
• Corporate communication and event
• Social media, e-reputation, and influence in luxury
• Digital development in luxury
• Digital marketing strategy and project
• Web development in luxury
• Economic performance in luxury
• Monitoring KPI of digital marketing strategies
• Finance and budget in luxury

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Module Descriptions:

• Brand Management and Responsibility in Luxury:
Explores the key concepts and strategies of brand management within the luxury industry, emphasizing ethical and sustainable practices.
• Brand Management in Luxury:
Focuses on the specific challenges and opportunities of brand management in the luxury sector, including brand positioning, differentiation, and communication.
• Ethics and Sustainability in Luxury:
Examines the ethical and sustainability considerations that shape the luxury industry, including social responsibility, environmental impact, and ethical sourcing.
• Business Models in Luxury:
Analyzes various business models employed in the luxury industry, including direct-to-consumer, wholesale, and licensing.
• Comparative Strategies in Luxury:
Compares the strategies and practices of different luxury brands across regions and markets, highlighting successful approaches and industry best practices.
• Supply Chain Management and Sourcing:
Explores the complexities of supply chain management in the luxury industry, including sourcing, production, and distribution, with an emphasis on quality control and ethical considerations.
• Communication and Digital in Luxury:
Provides an overview of communication and digital marketing strategies in the luxury industry, covering traditional and digital channels, content creation, and influencer marketing.
• Corporate Communication and Event:
Focuses on the role of corporate communication and event management in building and maintaining a strong brand image and reputation in the luxury sector.
• Social Media, E-Reputation, and Influence in Luxury:
Examines the significance of social media, e-reputation, and influencer marketing in the luxury industry, exploring strategies for engaging with target audiences and managing online presence.
• Digital Development in Luxury:
Explores the latest digital technologies and their applications in the luxury industry, including e-commerce, mobile marketing, and artificial intelligence.
• Digital Marketing Strategy and Project:
Provides hands-on experience in developing and implementing digital marketing strategies for luxury brands, including campaign planning, content creation, and performance analysis.
• Web Development in Luxury:
Focuses on the technical aspects of web development for luxury brands, including website design, user experience, and search engine optimization.
• Economic Performance in Luxury:
Analyzes the financial and economic aspects of the luxury industry, including market trends, pricing strategies, and profitability analysis.
• Monitoring KPI of Digital Marketing Strategies:
Provides training in measuring and evaluating the effectiveness of digital marketing strategies in the luxury industry, using key performance indicators (KPIs).
• Finance and Budget in Luxury:
Explores the financial management and budgeting principles specific to the luxury industry, including investment strategies, cost control, and financial planning.

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Assessment:

The program uses a combination of assessment methods to evaluate student learning:

• Academic Learnings:
Continuously assessed through coursework, assignments, and participation, accounting for 40% of the final grade.
• Final Exam:
Written examination covering the entire course material, accounting for 60% of the final grade.
• Class Participation:
Active participation in class discussions, presentations, and group projects contributes to the overall assessment.
• Case Studies:
Analysis and presentation of real-world case studies related to the luxury industry.
• Role-Playing:
Simulation exercises to develop practical skills and critical thinking.
• Group Work:
Collaborative projects to foster teamwork and problem-solving abilities.

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Teaching:

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Teaching Methods:

• Lectures: Traditional classroom lectures by industry experts and academic faculty.
• Case Studies: Analysis and discussion of real-world business cases related to the luxury industry.
• Role-Playing: Simulation exercises to develop practical skills and critical thinking.
• Group Projects: Collaborative assignments to enhance teamwork, communication, and problem-solving abilities.
• Guest Speakers: Industry professionals share their insights and experiences with students.
• Workshops: Interactive sessions focused on developing specific skills and knowledge.

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Faculty:

The program is taught by a team of experienced faculty members who combine academic expertise with industry experience. They are recognized for their research and publications in the luxury and marketing fields.

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Unique Approaches:

• Partnership with Institut National des Métiers d'Art:
Provides students with access to exclusive masterclasses and networking opportunities with leading professionals in the French luxury industry.
• French Touch and Savoir-Faire Course:
A unique module that explores the history, traditions, and cultural significance of French luxury and craftsmanship.
• International Environment in Luxury Course:
Examines the global luxury market, including cultural differences, consumer behavior, and international expansion strategies.
• Experiential Luxury Course:
Offers students practical experience in the luxury industry through visits to luxury brands, showrooms, and events.

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Careers:

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Career Paths:

Graduates of the program are prepared for a wide range of career opportunities in the luxury and lifestyle industries, including:

• Product Manager
• Brand Manager
• Digital Marketing Manager
• Customer Experience Manager
• Events Manager
• CRM Manager
• Category Manager
• Traffic Manager
• E-commerce Manager
• Community Manager

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Employment Data:

Based on the 2023 employability survey, the program boasts an impressive employment rate of 89%, with 78% of graduates securing permanent contracts within four months of graduation. The average gross annual salary, including bonuses, for similar roles is €41,300.

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Tuition Fees for 2024-2025 Tuition fees and funding Tuition Fees for 2024-2025 MSc Marketing and Digital in Luxury and Lifestyle: €14,500 Tuition fees include the membership fee for EM Normandie Alumni Association, which gives you access to all services and a life membership. €50 charged to candidates in order to study their profile The contribution to CVEC (Contribution Vie Etudiante et de Campus), amounting to €100, by connecting to the dedicated plaftorm. Fees for students enrolling for the first time in 2024.