Module
descriptions

for MA Luxury Brand Management

Dissertation

In this module, you will undertake research to produce a dissertation on a topic related to luxury management. At the end of the module, you will submit a dissertation report. This is the final module in the programme and builds upon what is learnt in the previous modules to allow the opportunity to apply that knowledge through research into a luxury management topic of interest. The main aims of this module are to give you the opportunity to demonstrate your abilities to formulate a research question in your chosen area, to gather and select material to answer the question through critical analysis and evaluation of material, and to communicate the findings by presenting a coherent argument in an appropriate academic style.

Entrepreneurship and Luxury

This module combines ideas and concepts from the fields of Entrepreneurship and Innovation to create a learning environment that allows you to deconstruct taken-for- granted tools, theories and practices by thinking-out of the box to create proactive solutions to contemporary business problems.This as an elective module that will enable you to use knowledge and skills acquired from other modules to identify and develop innovative entrepreneurial business solutions in luxury brands.

Historical and Contemporary Perspectives in Luxury

This module provides a platform to identify, engage with and critically reflect upon a number of areas within the luxury sector. You will look at the significance of luxury within the cultural fabrication of the sensual and prestigious, as well as the importance of luxury as a value in society’s definition versus an individual’s process of identity construction. You will learn how to develop a conceptual framework for defining and questioning what luxury is, and its implications for brand management.

Law and the Luxury Environment

This module aims to offer a thorough grounding in the disciplines related to the legal aspects of luxury management and their interaction with the contextual forces affecting luxury companies. It will provide you with useful knowledge to develop management strategies that prevent legal problems. 

Live Business Project

In this module you will undertake a business research project, potentially working in collaboration with a company in the luxury sector, on a ‘live’ business issue. You will produce a business research report that includes individual elements about your experiences, and also deliver a presentation to the supervisor, a moderator and a company representative if relevant. You may choose to work alone or in a team, however no more than two students may work together. This is the programme’s major module and it builds upon what is learnt in the programme overall. It is an opportunity to apply the programme knowledge in a real luxury management environment. 

Luxury Brands and Creativity

Creativity lies at the very heart of global luxury brands, as does innovation and craftsmanship. Understanding the challenges and specificities of creativity and design is therefore essential to operate successfully in the global luxury industry. Luxury Brands and Creativity involves finding the synergy between business goals and creativity. This module will also focus on the conditions necessary for innovation to emerge and how to manage the tension between goal-oriented business and open-ended creative processes.

Luxury Curation and Creation

This module provides an in-depth and balanced understanding of the economic, regulatory and legal aspects of investing in the art and collectibles’ markets. The persona of the artistic creator is examined in order to understand how their aesthetic ideology is diffused and maintained around the luxury brand. A key focus of the module is to use a curatorial approach to documenting and presenting a brand’s creative intellect and consciousness enacted throughout the company’s activities, both internal and external. You will build on the understanding of the designer’s creative process by investigating the similarities and differences between art and design to explain how luxury design is absorbed into the artistic and cultural canon.

Luxury Digital Marketing and Analytics

This module gives you a practical understanding of the key elements of digital marketing communications with a particular focus on mobile marketing, email marketing, display and native advertising and affiliate marketing. It also applies this within the luxury industry so that brand intelligence, strategic skill and business vision can be sustained through value creation online as well as offline. You will understand how and when each element can most effectively be used and for what kind of marketing objectives each is suited. This will be a practical, hands on module in which you will learn by doing, using each of the tools discussed themselves. The module covers the setting up of campaigns as well as how the results of each campaign element can be monitored and assessed using appropriate analytics tools. 

Luxury Goods

In this module, you will critically analyse the global luxury goods industry, its different sectors, and the key players. You will also analyse the strategic development of products, brands, and synergies in relation with mature and growing markets. You will learn how to devise and implement an innovative strategic vision and brand principles for a luxury product that encompasses all the aspects explored during the course.

Luxury Marketing Management

This module aims to develop your knowledge and skills in core marketing concepts and the environmental and organisational factors that shape marketing decisions. It examines the role of marketing decisions in a variety of settings with a particular focus on the luxury market. This module provides the knowledge and conceptual framework required to create a marketing plan for a luxury organisation. In this process, you will conduct extensive research, critically analyse, plan, implement, and control programs designed to create, build, and maintain mutually beneficial exchanges with target markets for the purpose of achieving organisational objectives.

Luxury Services

This module will enable you to understand, critically evaluate and apply conceptual frameworks and theory to the domain of global luxury services and appreciate the more refined areas of luxury service. You will develop your understanding of leadership effectiveness and its relationship within the organisational culture of luxury services, and hospitality as a major service example.

New Venture Start-Up Project

In this module, you will prepare a plan for starting up a new venture related to the luxury brand management sector. You will produce a start-up project report, which consists of a feasibility research section, a start-up plan, and a reflective report that includes individual elements about your experiences. This is the programme’s major module and it builds upon what is learnt in the programme overall. It is an opportunity to apply the programme knowledge in a real luxury brand management environment. 

Research Methods

Managers in organisations often need to rely on research-based information to make decisions. In order to make proper use of such material and to ensure that any decisions made on the basis of research findings are soundly based, it is necessary to understand the strengths and weaknesses of the methods and techniques used to collect and analyse such information. There is a wide range of possible approaches to conducting research or consultancy studies which vary in terms of the kinds of questions they seek to answer. The methods used to provide answers are explored in this module.

Strategic Management of a Luxury Business

This module will support your exploration of the features of highly effective and innovative practices in managing a luxury business in detail and crucially discover how they can be effectively implemented. It will focus closely on the approach to talent management within the luxury market enabling you to engage with people-change issues and critically analyse the competencies required for the coming generation of luxury leaders.The module also aims to provide an insight into luxury management through a strategic approach, analysing the latest trends, looking at multicultural and holistic perspectives. These will be designed to create challenges to the established rules of generic business management and to assess how these rules are inherently different in the management of luxury.