Start dates: September 2023 / January 2024 / September 2024

Full time: 1 year or 2 years in sandwich mode which includes one year's full-time paid supervised work experience (a work placement). Sandwich mode is only available for September entry.

Part time: MSc: 24 months for UK and EU students (teaching normally structured to provide one whole day or two half days each week in the semester)

Location: Headington

Department(s): Oxford Brookes Business School

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Overview

When a customer buys a prestige car, designer handbag or even a bottle of fine wine, they expect it to be an experience. Working in luxury marketing, your challenge will be to promote brands on different channels to maintain reputation, communicate heritage and build trust.

This area is glamorous and innovative. Luxury brands are often the first to test out new technology, such as augmented reality, to connect with their target audience and make a statement. We’ll also challenge you to consider the sustainability of innovations, looking at their longevity and quality.

We’ve spent time building relationships with luxury brands in the local area and beyond. We often partner with designer outlet Bicester Village and the grand country house Blenheim Palace. Past students have also visited experts at Porsche UK.

When you graduate, you won’t be confined to in-house marketing roles. You’ll also be the perfect fit for agencies specialising in the luxury marketplace. Your expertise in responsible marketing will help you make your mark and take the lead with sustainability in mind.  

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Why Oxford Brookes University?

  • Specialise in luxury

    We’re one of a handful of universities with a course that focuses on challenges faced by luxury brands worldwide.

  • International insight 

    Join a community of academics and students from across the globe to boost your expertise and build your network.

  • Theory meets action

     You’ll apply your expertise to real business environments in a luxury context, working on live projects and helping clients develop their strategy.

  • Responsible marketing focus 

    Our graduates become leaders who are aware of global issues and who make a conscious effort to have a positive impact.

  • Inspiring guest speakers 

    We invite experts from leading brands into the lecture theatre. Past companies include Amazon, Lego, Forrester Research, and Meta.

  • Accreditation(s)

    Chartered Institute of Marketing, Institute of Direct and Digital Marketing

    • Chartered Institute of Marketing
    • Institute of Direct and Digital Marketing

Course details

Course structure

To start, we’ll introduce you to the principles of responsible marketing. Understanding how to assess situations from financial, commercial and cultural standpoints is a key part of this. You’ll learn how to reach decisions and find solutions by looking at practical case studies and live scenarios.

Informed by behavioural science, you’ll analyse why customers behave as they do and how marketing activity influences their behaviours. An innovative part of this course is the investigation of change agents, such as climate change and new technology, that will influence the behaviours of customers in the future.

You’ll apply everything you’ve learnt to marketing in a luxury context. This involves delivering an excellent customer experience and fostering long-term relationships which are built on the acceptance of quality and trust. We’ll also take a close look at operational and strategic business activities.

We integrate sustainability into many aspects of our teaching. You’ll graduate with an awareness of the environmental impact of this sector and how you can influence positive change.

Students in lecture

Learning and teaching

Most of the teaching takes the form of interactive workshops. You will strengthen your practical analysis and decision-making skills with:

  • lectures
  • discussions
  • role-play exercises.

These are linked with selected case studies and assessments.

Structured group assignments and an online group-based marketing simulation will develop your skills in working as part of a team.

Live research projects for an organisation allow you to gain practical experience. And to put your knowledge of events marketing approaches and theories into practice.

You will benefit from the insight of teaching staff at the Business School. They are engaged in academic research or come from an industry background with in-depth practical experience of business and management issues.

You’ll take part in leading edge discussions and specialist events with input from visiting speakers from the world of business, consultancies and research bodies.

Assessment

You will be provided with a draft assessment schedule at the beginning of your programme. And you’ll receive a confirmed assessment schedule at the beginning of each semester.

We use a range of assessment methods, including:

  • individual and group reports and presentations
  • portfolios
  • reflective statements
  • open briefs that encourage individual creativity.

You will improve your assessment technique and develop your confidence, through completing coursework.

Group work is assessed in two compulsory modules.

All assessment aligns with the University’s Assessment Compact.

Field Trips

The International Business in Practice Study Trip module allows you to experience ideas and practices of global business. During the trip you will have direct interaction with management executives and practices. You will: attend presentations from local management executives and experts go on site visits to major corporations and agencies. This study trip is voluntary and you will need to fund all costs associated with the trip. It is not linked to university assessments in any way.

We also run a study trip to Chengdu, China. If you choose the study trip (which runs in July), we will give you all the details by March so that you can make your decisions ahead of the trip in July.

If you successfully complete this non-credit bearing module, it will be recorded on your transcript as P58335 International Business in Practice: Study Trip.

Start this course in January

You have the option to start this course in January. You will study a range of modules between January and May. During the summer months of June, July and August you will study further modules and begin work on your dissertation. Between September and December you will complete your final modules and focus on your dissertation.

Study modules

Taught modules

Compulsory modules

  • 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 Events and 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

    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 and Social Media Marketing Strategy

    Digital technologies have transformed marketing, they offer new sources of customer insight, they have dramatically changed customer behaviour, enabled new business models and impacted how organisations interact with their customers and key stakeholders. This module aims to take a strategic perspective of the digital and social media environment. It focuses on the interaction between consumers, businesses and other organisations and how thinking digitally can assist in effective marketing. Web based media, mobile platforms, social media and digital tools are reviewed, practised and critically evaluated to identify successful performance and to create contemporary digital marketing strategies.

  • 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

    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.

Final project - choose one of:

Compulsory modules

  • Dissertation

    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.

  • Client Project

    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.

Work placement

Optional modules

Marketing Practice (sandwich mode)

This module is a great opportunity to gain one year’s supervised full time paid work experience in the UK or internationally in a marketing role. You will investigate a marketing challenge in a commercial or non-profit organisation. Throughout this placement, you apply the practical concepts you are learning on the course. When you are working for the organisation, you will be responsible for managing a large proportion of your own learning, including tracking and recording your progress.

We provide lots of support to help you find a paid work experience and gain connections with various organisations. Our placements team (WAVES) has a database which records work placement opportunities and they run numerous placements fairs where you could meet potential employers. Securing a work experience placement is your responsibility and does take a lot of effort, but this gives you valuable experience. You would need to cover your own living and travel costs throughout this duration.

Please note: As our courses are reviewed regularly as part of our quality assurance framework, the modules you can choose from may vary from those shown here. The structure of the course may also mean some modules are not available to you.

Research

Studying for your MSc in Marketing or Events Management at Oxford Brookes Business School offers you a first class experience to engage with our excellent researchers. They investigate core challenges facing contemporary societies, ranging from sustainable tourism and events management to pro-environmental behaviour in a changing world. We also have expertise in Coaching and Mentoring (leadership development) and Diversity (gender, ethnicity, class) and are keen to include students into our projects where possible. Please visit our research pages to learn about our three research centres: The Centre for Business, Society and Global Challenges; The Centre for Diversity Policy Research and Practice and the International Centre for Coaching and Mentoring Studies (Research in the Oxford Brookes Business School). Being a master student offers great opportunities to be part of research culture and to discuss your own research ideas with us.

Two researchers in a meeting

Careers

Marketing at Oxford Brookes University has strong relationships with companies in a range of industries. These relationships inform the course design and delivery and provide opportunities for placements and employment.

By the end of the course, you’ll be ready to work in luxury marketing roles in sectors such as jewellery, fashion, tourism, fine wine, spirits, and prestige cars.

Our marketing graduates work across the world in media, digital, brand and communications agencies, as well as in-house marketing management positions. Employers include Johnson & Johnson, Hitachi, DK, Avis, and PWC. Some of our students even go on to start their own companies.

Our graduates have secured roles in marketing including:

  • marketing managers
  • marketing planners
  • brand managers
  • corporate communication managers 
  • social media community managers.

Entry requirements

International qualifications and equivalences

How to apply

Application process

Tuition fees

Please see the fees note
Home (UK) full time
£10,800

Home (UK) part time
£5,400

Home (UK) sandwich (placement)
£2,000

International full time
£16,800

International sandwich (placement)
£2,000

Home (UK) full time
£11,350

Home (UK) part time
£5,675

Home (UK) sandwich (placement)
£2,100

International full time
£17,650

International sandwich (placement)
£2,100

Questions about fees?

Contact Student Finance on:

Tuition fees

2023 / 24
Home (UK) full time
£10,800

Home (UK) part time
£5,400

Home (UK) sandwich (placement)
£2,000

International full time
£16,800

International sandwich (placement)
£2,000

2024 / 25
Home (UK) full time
£11,350

Home (UK) part time
£5,675

Home (UK) sandwich (placement)
£2,100

International full time
£17,650

International sandwich (placement)
£2,100

Questions about fees?

Contact Student Finance on:

+44 (0)1865 534400

financefees@brookes.ac.uk

The full-time fees quoted are for the taught Year 1. Fees will be charged for the placement year in Year 2 and are available on request from finance-fees@brookes.ac.uk. For approximate fee levels of the placement year see the placement fee above.

The following factors will be taken into account by the University when it is setting the annual fees: inflationary measures such as the retail price indices, projected increases in University costs, changes in the level of funding received from Government sources, admissions statistics and access considerations including the availability of student support. 

How and when to pay

Tuition fee instalments for the semester are due by the Monday of week 1 of each semester. Students are not liable for full fees for that semester if they leave before week 4. If the leaving date is after week 4, full fees for the semester are payable.

  • For information on payment methods please see our Make a Payment page.
  • For information about refunds please visit our Refund policy page

Additional costs

Please be aware that some courses will involve some additional costs that are not covered by your fees. Specific additional costs for this course are detailed below.

Funding your studies

Financial support and scholarships

Featured funding opportunities available for this course.

All financial support and scholarships

View all funding opportunities for this course

Programme changes:
On rare occasions we may need to make changes to our course programmes after they have been published on the website. For more information, please visit our changes to programmes page.