Please also refer to the course structure chart.
MSc International Luxury Marketing September entry.
MSc International Luxury Marketing January entry.
Introduction to the Principles of Marketing
This module introduces the key principles of marketing by studying the theories that underpin the subject. You will explore the roles of buyers, the marketing environment, and the ways in which marketers plan, manage, implement and monitor marketing programmes in the context of the international environment of the 21st century.
Understanding Customer Behaviour
You will critically appraise the behaviours of customers and their interactions with marketing. Informed by behavioural science, you will analyse why customers behave as they do and how marketing activity influences their behaviours. This analysis informs your critical understanding and implementation of both strategic and responsible marketing practice. An innovative dimension of this course is the investigation of change agents that will significantly influence the behaviours of customers in the future, for example neuroscience, climate change and technology innovation. This is an analytical module that utilises research evidence to inform evaluation, behavioural and communications research.
Research Methods for Marketing
This module delivers the skills that enable you to conduct marketing research independently. Students on the MSc programmes are expected to undertake effective research drawing upon a range of secondary and primary data sources in the preparation of coursework. It is important that you are exposed to a range of methodological issues, data collection techniques and study skills. In addition, this Research Methods module is geared towards the preparation for, and successful completion of, high quality, rigorous and systematic research for business and management.
Professional and Academic Development for Marketers
This professional and academic skills development module helps you to become a lifelong learner and enhances your employability. Starting with a focus on how to achieve your best academically, you will then develop your skills for employment and career planning. You will work through a self-development plan, taking the lead in your own learning and development. You will be coached in identifying, engaging in and reflecting on how you can gain from developmental activities within the university and externally.
Digital Marketing and Analytics
You will explore the macro and micro impacts of digital technology on marketing management, before looking at the issues of implementing and executing a digital marketing campaign. In addition, you will examine ways in which digital information is used to make strategic marketing decisions and evaluate and improve marketing performance. You will develop skills in problem solving, critical reasoning, market research design, qualitative and quantitative data analysis, the use of technology in marketing management, and the analysis and interpretation of the marketing data.
Global Marketing Strategy
You will build on the Principles of Marketing module, and explore the global marketing environment. There is a particular emphasis on internationalisation and the creation and development of global markets. You will understand the principles, influences, and institutions affecting the development of international trade and global marketing strategies. You will analyse opportunities and constraints in the context of global marketing strategy, and the associated organisational and control issues associated with the development of global markets. This includes an appreciation of the importance of ethical and social issues.
International Luxury Marketing
This module examines the strategic decisions involved in luxury marketing and luxury brand management. Students have the opportunity to plan and critically evaluate luxury marketing campaigns. Luxury brands are unique in that they offer the consumer a high-quality product or service coupled with the emotional benefits of prestige and exclusivity. This module brings together contemporary luxury marketing theories and practice, spanning many fields such as jewellery, fashion accessories, tourism, fine wine, spirits and prestige cars.
Managing the Luxury Experience
Elective Modules: choose 1 from the following three modules
This module links operations management to the core strategic aspects of international luxury retail management across different channels. Students will understand how some places have become synonyms of luxury destinations, because of their ability to create and deliver a seamless luxury experience. Key to this is not only the management of channels to market, but also by the ability to create, manage and foster a credible and consistent relationship with customers. At a time when counterfeit goods have also become a mainstream issue for this industry, managing the experience of luxury goods and services is more central than ever to the sustained success of luxury brands.
The dissertation is an opportunity for you to explore and develop expertise in international luxury marketing. You are encouraged to choose a topic that will be valuable in your future career. This is a self-managed activity, with you driving your own research project, with guidance and advice by a supervisor, based on the proposal developed in the Research Methods in Marketing module.
You have the opportunity to link theory to practice by analysing a real organisational issue. Having identified a project (with the approval of both the client company and the Module Leader) you investigate a particular issue, one that can be supported through the relevant literature and by conducting primary research with the client. This module is not an internship but can be taken in conjunction with an internship you have identified and are participating in. The ‘issue’ in question may be current management problem for the client organisation or related to future strategic choices. The Client project provides you with a significant learning and personal development experience.
The work placement is an opportunity to gain 8 months work experience in the UK or abroad in an international luxury marketing role. You will undertake a major project activity in a commercial or not-profit organisation. You will be embedded in the organisation for up to 8 months and will need to take responsibility for managing a significant proportion of your own learning, including tracking and recording your own progress. In addition, you will be assigned an academic supervisor, based on the proposal developed in the Research Methods in Marketing module.
We offer support to you in finding a paid work placement and are in touch with organisations. This is an opportunity for you to find your own work placement and gain valuable experience. You cover your own living and travel costs. Our placements office holds a database of opportunities and will also run placement fairs where you can meet employers.
As our courses are reviewed regularly as part of our quality assurance framework, course content and module choices may change from those listed in the course entry.
Teaching and learning
Much of the teaching on the course takes the form of interactive workshops, but there are also lectures from staff and visiting speakers. Lectures, discussions, role-play exercises and seminars are linked with selected case studies and assessments to strengthen your practical analysis and decision-making skills. You will develop your skills in working as part of a team through structured group assignments and online group-based marketing simulation.
You will gain practical experience and put your knowledge of marketing approaches and theory into practice during live research projects for an organisation. Teaching staff at the Business School are engaged in academic research and/or come from an industry background with in-depth practical experience of business and management issues. Visiting speakers from the world of business, consultancies and research bodies augment the programme through leading edge discussions and specialist events.
At Headington we have developed outstanding facilities. Our John Henry Brookes Building is the most significant project in the history of Oxford Brookes University. Set at the heart of our Headington campus, it has been designed for the future of higher education and has transformed the experiences of our students and the entire University community. Find out more about the John Henry Brookes Building.
A new fresh space on the Headington Campus is being created specifically for the Business School and our business students.The Clerici building is being refurbished to accommodate new teaching rooms, a lecture theatre, new social learning spaces, offices and a clear glazed new entrance.
At the current Wheatley campus our Business School Postgraduate Centre offers a state-of-the-art lecture theatre, well equipped seminar rooms and a postgraduate lounge and private study area.
The Wheatley Campus library provides specialist business resources including UK and overseas companies' annual reports, statistics on all aspects of business and management, postgraduate MA, MBA, MSc and PhD theses in marketing and marketing examination papers.
If you are starting the course in January 2017 most the taught element of the course is likely to be based at the Wheatley Campus. If you are starting your course in September 2017 you are likely to experience all your teaching at the Headington Campus.
We offer an International Business in Practice Study Trip module. The purpose of this study trip is to give postgraduate students a hands-on, intensive experience with the ideas and practices of global business. The programme will include presentations from local management executives and experts. Students will have direct interaction with management executives and practices through site visits to major corporations and agencies.
This study trip is voluntary and all costs associated with the trip will need to be funded by you. It is not linked to university assessments in any way. If you successfully complete this module you will have the following non-credit bearing module recorded on your transcript: P58335 International Business in Practice: Study Trip.