Bachelor of Business Administration in Luxury Marketing

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Bachelor Degree Program
4 Years (8 Semesters)
123 Credit Hours
Fall, Spring and Summer

Canadian University Dubai’s BBA in Luxury Marketing focuses on the needs and features of the growing luxury market. Luxury Marketing professionals are employed by high-end brands operating in a number of industries ranging from fashion, cars and jewelry through to hospitality. Your specialized knowledge will enable you to design custom-made marketing strategies that pertain to the luxury industry and its special requirements in marketing.

You will have a thorough understanding of customer expectations and cultural norms as well as the brand strategies that are the basis of success for all luxury companies. Our BBA program will provide you with industry-specific insights into the marketing of luxury goods, such as a product’s particular features and characteristics, different pricing strategies, retailing and channel management as well as promotional and advertising activities.

It will also provide you with an understanding of different types of luxury consumers and consumer profiles as well as purchasing motivations. From a brand management perspective, the program will enable students to differentiate between expansion strategies for luxury brands and to comprehend the opportunities and threats arising from a luxury brand’s activities in the context of the Internet and web 2.0 applications.


Dubai is currently the 10th largest city in the world in luxury consumption and the luxury market in the GCC is expected to grow at an average rate of 8% over the next five years. With most luxury brands in the world operating retail stores and/or offices here, there is a high demand for luxury marketing professionals who can address the needs of these companies.

Moreover, the density of brand presence, in the GCC requires luxury marketers to support the brands by strengthening their brand equity and helping them gain a competitive edge. This will require employees who have a particular understanding of the luxury market in the region and its underlying mechanisms.

With no other university in the UAE offering a degree in Luxury Marketing, graduates of this program will find themselves in high demand from major international employers and brands. The opportunities for growth and advancement are endless especially for those who consider themselves brand connoisseurs.

Career Opportunities

Graduates will be able to find careers with:

  • Marketing agencies
  • Luxury retailers
  • Public Relations agencies
  • Luxury Hotels and Restaurants
  • Travel agencies

Program Structure

Program Requirements

Requirements Compulsory
Credit Hours
Credit Hours
Credit Hours
University Requirement (UR) 21 6 27
Faculty Requirements (Core) (CR.H) 60 6 66
Concentration (Major) (MJ) 27 3 30
Total 108 15 123

Core Requirements

Course Code Course Title Prerequisite Credit Hours
ACT 112 Principles of Accounting I None 3
ACT 212 Principles of Accounting II ACT-112 3
MGT 202 Principles of Management None 3
ECO 222 Principles of Macroeconomics None 3
ECO 221 Principles of Microeconomics None 3
FIN 201 Managerial Finance ACT-112 3
HRM 210 Human Resource Management MGT-202 3
MGT 210 Business Report Writing LNG-172 3
MGT 231 Legal Environment of Business MGT 202, LNG 172 3
MGT 311 Business Research Methods QBA-341 3
MGT 320 Organizational Behavior HRM-210 3
MGT 361 Operations Management QBA-341, MGT-202 3
MGT 405 Business Ethics & Social Responsibility Complete 90 Cr.H 3
MGT 470 Strategic Management HRM-210, ECO-222, ECO-221, FIN-201, MKT-201, MGT-361, +90 Cr.H 3
MKT 201 Principles of Marketing LNG-171 3
QBA 241 Quantitative Business Analysis None 3
QBA 341 Quantitative Approaches to Decision Making QBA-241 3
SWS 351 Management Information Systems GED-101E 3
INB 360 International Business MGT-202 3
MGT 250 Entrepreneurship MGT-202 & GED-140 3


*Students must complete 6 Cr.H (2 Courses)
Course Code Course Title Prerequisite Cr.H
FIN 325 Financial Markets and Institutions ECO-222 3
BUS 205 Social & Digital Media None 3
MGT 310 Tourism Management MGT-202 3
SPT 112 Introduction to Sport Management None 3

Major Requirements

Course Code Course Title Prerequisite Credit Hours
MKT 208 Consumer Behavior MKT-201 3
MKT 310 Advertising & Promotion MKT-201 3
MKT 320 Retailing MKT-201 3
MKT 330 Digital Luxury MKT-201 3
MKT 335 Luxury Branding MKT-320 3
MKT 350 Luxury Marketing MKT-201 3
BUS 400 Internship 90 Cr.H+ Min CGPA 2.0 3
MKT 420 Luxury Brand Management MKT 335 3
MKT 430 Marketing Research MKT-208 & QBA 341 3

Major Electives

*Students must complete 3 Cr.H (1 Course)
Course Code Course Title Prerequisite Credit Hours
MKT 380 Luxury Fashion MKT-335 3
MKT 385 Luxury Hospitality MKT-364 3
MKT 425 Experiential Luxury Marketing MKT-320, MKT 335 3