EM Normandie Business School MSc Marketing and Digital in Luxury and Lifestyle

• A 360° marketing vision with a strong focus on digital issues within the Luxury sector
• An understanding of the culture and professions of the Luxury sector, enabling students to embody the values of the industry
• Continuous immersion in the business environment: lectures by professionals with international experience in Luxury, consulting projects with Luxury clients, outdoor masterclasses (manufacture visits, flagship stores, workshops, brand museums, etc.), internships, and a dedicated week to ESG practices of Luxury corporates
• A multicultural learning approach for an international Luxury environment: programme taught in English
• Dual degree: CGE accreditation and Master’s approved by France’s Ministry of Higher Education and Research

Curriculum (courses, subject modules)

The programme provides a 360° vision of the challenges and issues related to the Luxury industry.

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

Elective courses

Business models and performance
Cases in ethical and sustainable development
Change management and organisational transformation
Critical Issues in management
Digital disruption and Industry 4.0
Digitalisation and corporate finance
Leading in multicultural environments

Experiential in luxury

Experiential Luxury
Digital native monobrand experimentation

International environment in luxury

New consumers in Luxury
Human resources policy in an international environment
International legal environment of Luxury brands

Inside luxury

French touch and Savoir-faire*
Fashion history

*For this course, a minority of masterclasses may be provided in French according to the choice of our professional hosts

Marketing activation in luxury

Building a collection in Luxury
Distribution and merchandising in Luxury

Challenge in marketing and digital

Several Leaving Heritage Houses to audit during one semester with Institut National des Métiers d’Arts sponsorship

Personal and professional branding

Career Path
French as a Foreign Language (optional)
Research methodology
Thesis
Internship

Professional experience

• Consulting project to create a strategy for the diversification of a Luxury brand.
• Consulting project to create a digital strategy for a Luxury brand.
• Consulting project co-constructed with Institut National des Métiers d’Arts and Entreprises du Patrimoine Vivant
• 1 week-long business challenge to “create a digital native monobrand in the Luxury sector from scratch“.
• «1 ESG week» about luxury corporate stategies in terms of CSR
• Internship: 6 months starting in May or June
• Professional thesis.

A wide variety of Luxury companies offer their support. They will participate in the School Development Council and/or in the “French touch and Savoir-Faire” tour provided to the students during their training:
▪ Guerlain, Le Bon Marché, Christian Dior, Chaumet, etc. (LVMH Group)
▪ Boucheron (Kering Group), Mellerio dits Mellers and other famous jewellers based in Place Vendôme in Paris
▪ The Plaza Athénée Palace (Dorchester Group), the Bristol Palace
▪ Cristalleries de Saint-Louis (Hermès Group), JM Weston, L’Oréal Group, Champagne Drappier, Louis XIII (Remi Cointreau Group), Faïencerie de Gien and other luxury players
▪ Well-known “made in Normandy” and made in France living heritage companies such as Saint-James, Christofle, Maison Berger, Kusmi Tea, Le Parapluie de Cherbourg, Arthus Bertrand, Barriere hospitality group (Le Fouquet’s, Le Normandie), Le Printemps - Deauville...

Admission conditions

Required diploma(s) :

• Bachelor

Tuition & Fees

Between 15000 and 15500 €

ADMISSION CRITERIA

Candidates must hold a four-year degree in Higher Education (4-year Bachelor Degree, BBA, Master 1, or equivalent).

Language requirements for non-English-native speakers : IELTS 6, TOEIC 790, TOEFL IBT 83 or proof that English was the candidate’s language of study or work for at least a year.

Tuition fees for the year 2025-2026: €15,500

This programme is also available for candidates who hold a three-year in Higher Ecducation level (3-year Bachelor Degree, BMI, Licence or equivalent) after a pre-MSc year.
Tuition fees on request.

More information: en.em-normandie.com/programmes/msc-two-year-programme

Selection is based on a profile review and an interview.
There are admission sessions monthly.

Apply online at : join.em-normandie.com

Employment opportunities & career impact

Employment opportunities :

General information regarding the employment market: 

Valued at more than 1,5 trillion of euros (source: Bain & Co) in 2023, the luxury market is currently proving resilient in the face of global crisis, driven in particular by Chinese consumers (representing 24% of luxury consumption in 2023 and Millenials (representing 75% of luxury consumption by 2026 - Source: BCG) as well as online sales that weight for 25% of the total market. Understanding the digital behaviour that is much more advanced for these specific new targets of luxury is key for luxury players.

Employment data for 2021, 2022 and 2023 graduates (based on the 2024 employability survey): 

• 87% net employment rate
• 91% on permanent contracts
• 89% of graduates in employment found a job within 3 months
• 100% of graduates in employment found a job within 6 months
• 91% satisfied with their first job