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

After a 3 or 4-year Degree


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 designed to meet the requirements and needs of Luxury recruiters in search of candidates with digital and marketing competencies, as well as managers who perfectly embody the standards and values luxury ecosystem.

5-year degree

17th in Eduniversal's national ranking

  • Strong Points
  • Programme
  • Admission
  • Career
  • Tuition fees and funding

Programme highlights

    This marketing course is structured around 4 main training areas

    1. Luxury culture and familiarity with the sources of inspiration of Luxury
    2. Marketing and understanding the expectations of Luxury customers
    3. Digital Marketing with a large focus on social media comprehension
    4. Management in the Luxury sector and learning the characteristics of the Luxury Market

    Located in the Paris region, this programme is given by EM Normandie Business School. Normandy is for sure emblematic of the Luxury industry (Christian Dior’s birthplace, Chanel’s roots, Hermès manufactures, etc.) and EM Normandie possesses cutting-edge expertise in the fields of marketing and digital technologies. Moreover, the programme has an exclusive partnership with the Institut National des Métiers d’Art.

    Élodie DE BOISSIEU
    Academic Director
    Researcher in Marketing


    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

    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),....
  • 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.


    Admission mode

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

  • I apply to this programme

  • 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.


    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.

  • Well-being and Inclusion

    Inclusion of students with disabilities

    For 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.


    General information regarding the employment market

    Valued at more than 1,5 trillion of euros (source: Bain & Co) in 2023 with a double digit-growth (+10%), the luxury market is currently proving resilient in the face of global crisis, driven in particular by Chinese consumers (representing 40% of personal luxury goods market by 2030) and Millenials (55% of the market by 2030) as well as online sales. 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 will also be 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 2020, 2021 and 2022 graduates (based on the 2023 employability survey) :

    • 89% net employment rate
    • 78% on permanent contracts
    • 100% of graduates in employment found a job within 4 months
    • 100% satisfied with their first job
    • Average gross annual salary including bonuses in similar roles : €41.300

    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 and funding

    Tuition Fees for 2024-2025

    • 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 €100, by connecting to the dedicated plaftorm.

    Fees for students enrolling for the first time in 2024.

  • Fundings

    Various options are offered to students to fund their studies:

  • 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
    Rhea Shivan

    Rhea SHIVAN

    Admission officer

    India, Pakistan and Sri Lanka

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