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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 hospitality and haute cuisine


Open to international candidates
Last updated on 30/01/2023

[WEBINAR] Study Luxury in Paris
Thursday 16th february at 3PM (Paris time)

Information and registration

Accredited by the French Conférence des Grandes Écoles and internationally recognised 5-year degree by the French Ministry of Higher Education, Research and Innovation.

MSc visé par l'état

Join a Master of Science in Marketing

The objective of this programme is to train managers in Marketing, Communication and Digital Marketing, in all fields in the Luxury and Lifestyle Sectors (fashion and accessories, perfume and cosmetics industry, Luxury hospitality and haute cuisine, wines and spirits, jewellery and watches, and decorative ware tableware). The programme is both academic and vocational and is designed to meet the requirements and needs of Luxury recruiters in search of candidates with 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 training areas:

  • Luxury culture and familiarity with the sources of inspiration for the Luxury sector
  • Marketing and understanding the expectations of Luxury customers
  • Digital Marketing with a large focus on social media comprehension
  • Management in the Luxury sector and learning the characteristics of the Luxury Market

Located in Paris, this programme is given by EM Normandie Business School. Normandy is for sure emblematic of the Luxury industry, and EM Normandie posesses a cutting-edge expertise in the fields of marketing and digital technologies. Moreover, the training programme has an exclusive partnership with the Institut National des Métiers d’Art.

Elodie de BoissieuÉlodie DE BOISSIEUCV
Academic Director
Researcher in Marketing

Visit of Cristallerie St-Louis - EM Normandie

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
  • An understanding of the culture of the Luxury Sector and its professions 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, consultancy projects with Luxury sector clients, internships, a professional thesis
  • An introduction to International Trade with a focus on all Luxury world capitals: the programme is delivered in English and offers Chinese language courses (optional), optional study trip abroad, etc
  • EM Normandie Business School is authorised by the French Ministry of Higher Education, Research and Innovation to deliver a 5-year degree for this programme (Diplôme d’Etudes Spécialisées en Management International)
msc marketing


Discover all MSc® and MS® in Business and Marketing

Master of Science in Marketing programme

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

master of science in marketing
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 (I4.0)
  • Digitalisation and corporate finance
  • Leading in multicultural environments
Innovation 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: heritage
  • French touch, Savoir-faire and challenge*
  • Fashion and design history

* For this course, a minority of masterclasses may be provided in French where our professional speakers offer this.

Marketing Activation in Luxury
  • Building a collection in Luxury
  • Merchandising and netchandising products
  • Retail and omnichannel in Luxury
Personal and Professional Branding
  • Career path
  • Chinese language (optional)
  • 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 challenge to "create a digital native monobrand in the Luxury sector from scratch".
  • Internship: 6 months starting in May.
  • 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, Louis Vuitton, Kenzo, 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), Weston, Shiseido Group, Puig Group, L’Oréal Group, major names in the cosmetic industry
  • Well-known “made in Normandy” and high-end houses such as Saint-James, Christofle, Lampe Berger, Kusmi Tea, Le Parapluie de Cherbourg, Calvados Christian Drouin, etc.

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
User's guide for application form.

Apply to this programme


Admission requirements

The programme is open to: 

Short Track

  • Students who hold a four-year bachelor degree or equivalent will join the 1-year MSc.

Long Track

  • Students who hold a three-year bachelor degree or equivalent will join the 2-year MSc.

Other profiles may be accepted on derogatory terms.

No English language test score is required for students holding a degree from an English-speaking university.

Language requirements for non-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.

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 2022-2023 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 281 billion euros (source: Bain & Co, 2021) in 2021, the Luxury Sector is currently proving resilient in the face of global crisis, driven in particular by the acceleration in domestic expenditure in Continental China, Gen-Z consumers as well as online sales. Set to account for half of the sales of Luxury products and services between now and 2025, and have a digital behaviour that is much more advanced than that of traditional Luxury customers (77% of Chinese people purchase their Luxury products from their mobile phones, 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. This will involve identifying 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 2023-2024

  • MSc Marketing and Digital in Luxury and Lifestyle: €14,500
    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 €95, by connecting to the dedicated plaftorm.


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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Baptiste Attinault
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Juliette Montuelle
Asia and Oceania
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Amandine Delattre
Middle East and North Africa
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Willy Zuloaga
Americas and Europe
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Rhea Shivan
India and Sri Lanka
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Clarisse Issa
Sub-Saharan Africa
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