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

Master all aspects related to Marketing and Digital Marketing in the Luxury Sector, from fashion to perfume to luxury hotels and haute cuisine


Open to international candidates
Last updated on 20/10/2021

Accredited by the French Conference des Grandes Ecoles.

Master of Science

Join a Master of Science in Marketing

Both professional and academic, the MSc Marketing and Digital in Luxury and Lifestyle is designed to meet the requirements and needs of Luxury sector recruiters who today are looking for global 360° Marketing skills, as well as managers who perfectly embody the standards and characteristics of the Luxury market.

This marketing course is structured around 4 main themes:

  • Luxury culture and knowledge of the sources of inspiration in the Luxury sector
  • Marketing and understanding the expectations of Luxury customers
  • Digital Marketing by integrating the concept of user excellence
  • Management in the Luxury sector and learning about the characteristics of the Luxury market

Christian Dior and Granville, Coco Chanel and her first brand's flagship store in Deauville, the legendary Le Normandie ocean liner, the Barrière and Deauville Group, the Cosmetic Valley, the history of luxury “made in Normandie” is not something new: it is on the basis of this geographical anchoring that we created the MSc Marketing and Digital in Luxury and Lifestyle. Furthermore, with EM Normandie possessing unparalleled expertise in the fields of marketing and digital technology, we have elected to place digital training at the heart of our programme, so as to align ourselves perfectly with the issues currently faced within the luxury sector especially with the current health crisis. Moreover, in order to fill in the expectations from our recruiters, we added in our training an annual “French touch and savoir faire” tour with masterclasses with French luxury companies in order to make our students deep dive inside luxury.

Elodie de BoissieuÉlodie DE BOISSIEUCV
Academic Director
Researcher in Marketing

MSc Marketing and Digital in Luxury and Lifestyle

Why join a Msc in marketing in the luxury sector?

  • A 360° marketing vision with a strong focus on digital issues within the luxury sector, with the aim of meeting the current expectations of industry recruiters.
  • An understanding of the culture of the luxury sector and its professions (history and standards associated with luxury products, expertise within the luxury sector, design, etc.), to enable students to embody the values of the industry.
  • Continuous immersion in the business environment: lectures given by professionals with international experience in the luxury sector (courses, conferences organized by luxury goods manufacturers, visits to luxury stores, hotels and starred restaurants), consulting projects with luxury sector clients, internships, professional thesis.
  • An introduction to international trade, with the aim of embarking on a professional career focused on all the world's luxury capitals: the programme is taught in English and offers Chinese language courses (optional), study trips abroad, etc.
msc marketing


Discover all MSc® and MS® in Business and Marketing

Master of Science in Marketing programme

The programme of the MSc Marketing and Digital in Luxury and Lifestyle provides a 360° vision of the challenges and issues related to the Luxury industry.

master of science in marketing
Semester 1
Elective courses
  • Digitalization and corporate finance
  • Cases in ethical and sustainable development
  • Change Management and Organizational Transformation
Personal and professional branding
  • Carreer path
  • Research methodology
  • Chinese language (option)
  • FLE (option)
Marketing activation in luxury
  • Building a collection in luxury
  • Merchandising and netchandising products
  • Retail and omnichanel in luxury
Communication and digital in luxury
  • Communication corporate and event project
  • Social media, e-reputation and influence in luxury
Digital development in luxury
  • Digital marketing strategy and project
  • Web development in luxury
Inside luxury: heritage
  • French touch and Savoir-faire
  • Fashion and design
Innovation in luxury
  • Experiential luxury
  • Digital native monobrand experimentation
  • 1 course to select within the predefined list
Semester 2
Elective courses
  • Business models and performance
  • Critical Issues in Management
  • Leading In Multicultural Environments
  • Digital disruption and Industry 4.0 (I4.0)
Personal and professionnal branding
  • Career path and field visit in italian fashion
  • Chinese language (option)
  • FLE (option)
  • Thesis
  • Internship
Business models in luxury
  • Comparative strategies in luxury
  • Supply chain management and sourcing in fashion and luxury
Brand management and responsability in luxury
  • Brand management in luxury
  • Ethics ans sustainability in luxury
Economic performance in luxury
  • Monitoring KPI of digital marketing strategies
  • Finance and budget in luxury
International environment in luxury
  • New consumers in luxury
  • Human ressources policy in an international environment
  • International legal environment of luxury brands
  • 2 courses to select within a predefined list

Creation of the programme

The majority of the luxury manufacturing companies and their marketing, communication or digital directors participated in the creation of the programme and offer us their support. They will participate in the School Development Council:

  • Parfums PUIG (Paco Rabanne, Nina Ricci, etc.), one of the global leaders in selective perfumery
  • Boucheron (Kering Group), the jeweller based in the Place Vendôme in Paris
  • Repetto, the French ballet shoe company
  • The Plaza Athénée Palace (Dorchester Group), global leader within the luxury hotel sector
  • The Kenzo Fashion House (LVMH Group)
  • Institut National des Métiers d’Art
  • Christofle SA
  • Parfum Christian Dior (LVMH Group)
  • Weston

Evaluation criteria for the course

All components of the student's education are evaluated: academic learnings, internships, missions, challenges, dissertations, study stays in partner universities. For academic learnings, continuous assessment generally accounts for 40% and the final exam accounts for the remaining 60%. Evaluations may also take the form of case studies, role-playing, group work, etc. Professionalisation (work-study, internships, missions, challenges) and, where appropriate, the corresponding report, will be evaluated jointly by the teaching team and the company.

Your admission to the Master of Science

Selection based on application file and individual motivation interview.

Apply to this programme


Admission requirements

The programme is open to: 

  • Students who hold a four-year bachelor degree or equivalent

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.

Due to the covid-19 situation and the closure of some Exams Centres, we do offer the possibility for the candidate to take a Language Test online if needed for their application to one of our programme ; don’t hesitate to contact us for more information:

Admission procedure

  1. Application files submitted are reviewed with special attention paid to the seriousness of the file and the quality of the academic and/or professional profile.
  2. Shortlisted candidates are invited for an interview via Skype. This interview helps clarify the applicants profile, their projects, their objectives. The final admission decision (offered or denied admission) is communicated a few days after this interview.
  3. Admitted candidates are notified formally and invited to make a down payment, later on deducted from the tuition fees. This initial payment confirms the candidate's seat in the programme and an unconditional letter of admission is then issued.

In order for our students to benefit from optimal learning conditions, places in our programmes are limited. The number of remaining places is reviewed after each admission session. Whenever a cohort is full, admissions for the programme are closed.
The application deadline for the next 2021-2022 admission session is every 15th of the month.

In addition to the EM Normandy 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.

handicapFor several years now, EM Normandie has been committed to the inclusion of students with disabilities and has been striving to make it as easy as possible for them to learn, to continue their studies, to live socially within the school and to find employment. Specific training for its teachers and support services, school facilities, digital accessibility, etc. EM Normandie promotes values of equal opportunities and respect for differences, through the sharing of an inclusive culture and the continuous development of its practices. Are you disabled or have a chronic disabling illness? We can provide you with comprehensive support, whether it be in the context of your classes/exams, your search for internships, work-study programmes or jobs, or even in preparing for your expatriation.
Information and contact

Careers in marketing after the MSc

General information regarding the employment market

Valued at more than 250 billion euros (source: Les Echos Etudes, 2019) in 2018, the Luxury Sector is currently undergoing significant growth (+8.5% rate of annual growth, at constant exchange rates), driven in particular by the acceleration in domestic expenditure in Continental China. Set to account for half of the sales of luxury products and services between now and 2025, Asian consumers have a digital behaviour that is much more advanced than that of traditional luxury customers (77% of Chinese purchase their luxury products from their mobile, according to consultancy company Bain & Co.). Henceforth, players within the Luxury Sector who are looking to earn or retain their position within this strategic market will be compelled to consider the digital ecosystem. Thus, identify atypical skills and profiles, marked by both an affinity towards luxury culture and advanced digital expertise.

Career opportunities

  • Product Manager
  • Brand Manager
  • Digital Marketing Manager
  • Customer Experience Manager
  • Events Manager
  • CRM Manager
  • Category Manager
  • Traffic Manager
  • eCommerce Manager
  • Community Manager

Master in Marketing tuition fees

Tuition Fees for 2021-2022

  • MSc Marketing and Digital in Luxury and Lifestyle : €13,500
  • €50 charged to candidates in order to study their profile
  • The contribution to CVEC (Contribution Vie Etudiante et de Campus), amounting to €92, by connecting to the dedicated plaftorm.
  • €575 membership fee for Association Alumni EM Normandie, which will give you access to all their services and a life membership (not compulsory).


Various options are offered to students to fund their studies: 

More information

International payment methods

We are a partner of the Flywire platform. This online tool facilitates the procedures of international students by offering the following services:

  • Online tracking of transfers
  • Payment in the national currency, which reduces costs
  • Choice of many payment methods

Access the payment tool

Contact us
MSc Marketing and Digital in Luxury and Lifestyle
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Pauline Giaime
China and North Asia
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France, Europe, Central Asia and South Asia
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MENA (excl. Morocco) and EU
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Natalia Jaime
Americas and Morocco
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India and Sri Lanka
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Clarisse Issa
Sub-Saharan Africa
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