Master of Science (MSc) Marketing and Digital in Luxury and Lifestyle

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 pour les Savoir-Faire Français ‘s support

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.

Creation of the Master of Science luxury programme

A wide variety of Luxury companies offered 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, Céline, Le Bon Marché, Christian Dior, Séphora, 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), a global leader within the Luxury hotel sector
• Cristalleries de Saint-Louis (Hermès Group), JM Weston, L’Oréal Group, Champagne Drappier, Louis XIII (Remi Cointreau Group), Arthus Bertrand, Faïencerie de Gien and other luxury players
• Well-known “made in Normandy” and made in France such as Saint-James, Christofle, Lampe Berger, Kusmi Tea, Le Parapluie de Cherbourg, Arthus Bertrand, «entreprises du patrimoine vivant» companies, Barriere hospitality group (Le Fouquet’s, Le Normandie),....

Admission mode

Selection based on application file and individual motivation interview.
User's guide for application form

Eligibility for application

• Candidates must hold a four-year degree in Higher Education (4-year Bachelor Degree, BBA, Master 1, or equivalent). Other profiles may be accepted in derogation from these criteria.
• This programme is also available over two years for candidates who hold a three-year in Higher Education level (3-year Bachelor Degree, BMI, licence, or equivalent). Tuition fees on request.

More information about the Two-year MSc Track : 2-year MSc.

No English language test score is required for students holding a degree from an English-speaking university. For other applicants, language requirements are: TOEIC 790, IELTS 6, TOEFL 83.

Admission procedure

1. Selection based on examination of the application file: seriousness of the application, quality of the academic and/or professional profile.
2. Remote interview with an academic advisor: to find out more about the applicant, his/her plans and objectives. The admission decision (admitted, refused) is made a few days after the interview.
3. Admitted candidates receive a formal e-mail inviting them to pay a deposit (deductible from tuition fees), which enables them to reserve their place on the programme and triggers a final letter of acceptance.

Application

Supporting documents required for the application:

• your CV,
• your most recent diploma,
• your transcripts from previous years and your certificate of enrolment for the current year,
• your covering letter,
• a copy of your ID (front and back) or passport,

In addition to the EM Normandie application form, international candidates must approach their local Campus France office to facilitate the process of obtaining their visa. Once the down payment has been received, the School will help International students with their visa procedures and search for accommodation.

Additional information for funded applicants

Funded applicants are asked to gather the necessary information as soon as possible so that the administrative documents can be drawn up in good time.

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. Moreover, providing different and meaningful seamless experiences across the whole customer journey of luxury consumers is strategic. Finally, being in the fore-front on sustainability and new technologies are currently at the core of corporates’ strategies. For luxury players, this will involve identifying atypical skills and profiles, marked by both an affinity towards Luxury culture, heritage and experience and advanced digital expertise.

Integration of graduates

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
• Average gross annual salary including bonuses in similar roles: €43,500

Examples of positions

After completing your training in digital marketing in the luxury sector, you will be able to work as:

• Product manager
• Brand manager
• Digital marketing manager
• Customer experience manager
• Events manager
• CRM manager
• Category manager
• Traffic manager
• E-commerce manager
• Community Manager

Tuition Fees for 2025-2026

• MSc Marketing and Digital in Luxury and Lifestyle: €15,500
  Tuition fees include the membership fee for EM Normandie Alumni Association, which gives you access to all services and a life membership.
• €50 charged to candidates in order to study their profile
• The contribution to CVEC (Contribution Vie Etudiante et de Campus), amounting to €103, by connecting to the dedicated plaftorm.

Fees for students enrolling for the first time in 2025.