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Master in Marketing: New Luxury & Art de Vivre

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Objectives of The Master In Marketing: New Luxury & Art De Vivre

The Master in Marketing: New Luxury & Art de Vivre aims to train specialists in marketing for the luxury sector, providing them with an excellent understanding of the sociological and cultural aspects of luxury, as well as a deep comprehension of sustainable development and responsibility issues.

The fields of marketing and the luxury sector are constantly evolving and innovating at a rapid pace. Digital technologies and new economic models have profoundly impacted consumer behavior, customer journeys, and their relationship with brands.

The luxury sector faces significant challenges and opportunities, including the emergence of new generations and consumer segments, new concepts of consumption and luxury, as well as ever-evolving digital practices.

Corporate Social Responsibility (CSR), particularly sustainability, is of vital importance for the industry. It must be integrated into economic models to meet ethical standards for all stakeholders and ensure the future supply of excellent raw materials.

These developments require new skills. The program provides students with knowledge and tools to contribute to the future of luxury by developing their critical and analytical thinking regarding the strategic challenges faced by the luxury industry in a global, complex, and ever-changing economic context.

The program aims to train professionals capable of addressing the challenges and opportunities of the luxury sector in a changing world. Students acquire skills in strategic and operational marketing, luxury market and consumer analysis, digital strategies, and sustainable development. They also learn to understand the sociological, cultural, historical, and geographical dimensions of luxury and the art of living. Finally, they develop their creativity, leadership, and entrepreneurial spirit to create or manage strong and distinctive luxury brands.

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Programme of The Master In Marketing: New Luxury & Art De Vivre

Throughout the curriculum of the Master in Marketing specialized in the luxury and art of living sector, students learn and deepen their knowledge in the following areas:

  • The world of luxury and the art of living: brand history
  • The economy of luxury and the art of living markets
  • Corporate strategy and innovation management
  • Digital marketing and social media
  • Product marketing and luxury
  • Retail and merchandising
  • Business data
  • Financial and marketing management
  • Responsible transformation management in the luxury sector
Curriculum outline of the Master in Marketing: New Luxury & Art de Vivre
Curriculum outline (credits: Sciences Po)

The first semester focuses on acquiring the fundamentals of marketing and providing an initial approach to luxury, with progressive specialization in the second and third semesters.

Courses are taught by academics with expertise in social sciences and by leading professionals specialized in the luxury industry.

The mandatory fundamental courses in the second semester include subjects such as sustainable luxury, luxury markets and consumers worldwide, digital strategies for luxury brands, and legal aspects of marketing.

In the third semester, students specialize through a range of courses on different luxury articles and services while further developing their marketing skills. These include fashion and accessories, jewelry and watches, perfumery and cosmetics, wines, champagnes and spirits, luxury hospitality and experiential luxury, as well as arts, culture, and heritage.

Throughout their studies, students participate in workshops that allow them to acquire practical professional skills and exercise their creativity. Partnerships with prestigious Parisian schools such as Parsons Paris add to the diversity of the curriculum offered.

In the final semester, students are required to complete an internship either in France or abroad.

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The Sciences Po Master’s programme in Marketing: New Luxury & Art de Vivre is taking place on the Paris campus.

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Know more about the admission procedures of the Master in Marketing: New Luxury & Art de Vivre.

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Career opportunities in the Luxury sector

The Master in Marketing: New Luxury & Art de Vivre prepares students for a wide range of marketing careers in the luxury sector and beyond, including strategic and operational marketing, digital marketing, market analysis, consulting, entrepreneurship, and more.

  • Luxury Marketing Manager (strategic and operational marketing, marketing development, travel retail, merchandising, etc.)
  • Luxury Product Sales Manager 
  • Luxury Product Manager / Category Manager 
  • Luxury Communication Manager
  • Luxury Brand Manager 
  • Digital Project Manager 
  • Brand / Content Manager 
  • Heritage Mission Officer
  • Luxury Event Project Manager 
  • Retail Management and Training

As most of the speakers are top executives, students have direct contact with the professional environment throughout their curriculum. The program ensures high-quality professional opportunities for students, including regular company visits with exchanges with marketing professionals and recruiters, organized challenges with partner companies, recruitment fairs, and coaching sessions.

Nearly 60% of our graduates from the French track of the Master in Marketing are hired before obtaining their degree, and 80% within six months afterward.

This master's program is accompanied and supported by Chanel, Christian Louboutin, LVMH, and Richemont.

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