Oxford Brookes University

What you'll study

The programme blends core marketing theory with luxury‑specific practice. You study how luxury brands are built, positioned and managed across international markets, and explore customer experience, communication and distribution channels distinct to the luxury sector.

• Luxury Brand Management: brand identity, heritage, storytelling, and strategies for maintaining perceived value.
• International Luxury Marketing Strategy: market entry, segmenting high‑value customers, and adapting strategies across cultural contexts.
• Consumer Behaviour in Luxury Markets: psychology of luxury consumption, motivation, status signalling and relationship marketing.
• Digital and Social Media for Luxury: e‑commerce, social commerce, influencer and content strategies that protect and extend premium positioning.
• Retail, Experience and Service Design: flagship stores, omni‑channel experience, visual merchandising and customer service excellence.
• Sustainability and Ethics in Luxury: responsible sourcing, transparency, circular business models and the impact on brand equity.
• Marketing Analytics and Research Methods: qualitative and quantitative tools for market insight, customer segmentation and performance measurement.
• Major Project or Consultancy Dissertation: an applied research project or client consultancy addressing a real challenge in the luxury sector.

The course structure typically mixes taught modules, workshops, case studies and live client briefs, concluding with an extended independent project. There are opportunities for industry guest speakers, site visits and cross‑disciplinary collaboration.

Entry requirements

Applicants are normally expected to hold a recognised undergraduate degree in marketing, business, hospitality, design, or a related discipline. Applicants with a lower second‑class honours degree (2:2) plus relevant professional experience, or a professional qualification with appropriate experience, may also be considered.

International applicants should demonstrate English language proficiency through a recognised test or equivalent evidence. The programme also welcomes applicants from non‑marketing backgrounds who can demonstrate motivation and transferable skills through their personal statement and references.

Career prospects

Graduates typically move into strategic, managerial or specialist roles within the luxury ecosystem, across goods and services. Typical career paths include:

• Brand Manager or Assistant Brand Manager for luxury houses
• Luxury Marketing Manager or Digital Marketing Specialist
• Retail and Customer Experience Manager, including flagship and omni‑channel roles
• E‑commerce and CRM roles focused on high‑value customers
• Consultant or strategist for agencies and consultancies working with premium clients
• Product or category management roles within fashion, lifestyle, automotive, hospitality and beauty sectors
• Entrepreneurship and brand start‑up roles in the premium segment

The programme’s applied projects and industry links are designed to help build a professional network and portfolio of work that employers in the luxury sector value.

Why study at Oxford Brookes University

Oxford Brookes combines business‑facing teaching with a practical, applied approach that is well suited to the luxury sector. Students benefit from close contact with academics who have industry experience, guest lectures from practitioners, and opportunities for live briefs and consultancy projects with external clients.

The university’s location provides convenient access to major UK and international luxury hubs, supporting networking, placements and employer engagement. Dedicated student support services, careers guidance and workshops help with professional development, interview preparation and industry applications.

Overall, the programme emphasises the strategic, creative and ethical dimensions of contemporary luxury marketing, preparing graduates to manage premium brands in complex international markets.