Program overview
Are you eager to acquire the specialized knowledge that will enable you to design marketing strategies for luxurious brands? Do you prefer exclusivity and indulgence over contemplating customers’ needs? Do you aspire to live the ‘WOW’ moment every day at work? If your answer is yes, then you could be the next luxury brand marketer with a BBA in Luxury Marketing from CUD.
The “new” luxury is not only about quality, uniqueness and status, it’s also about affluence and experience. Those who are passionate to defy the norms, who love to communicate with the world, who pay attention to details and aspire to enter a world that is not accessible to non- specialists, will find themselves attracted to the world of luxury marketing where the traditional principles of mass marketing do not follow through.
Our BBA in Luxury Marketing program will provide you with industry-specific insights into the marketing of luxury goods, such as a product’s unique characteristics, different pricing strategies, retailing and channel management as well as integrative brand promotion. It will also provide you with an understanding of different types of luxury consumers and consumer profiles, as well as their purchasing motivations.
What CUD has to offer you
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. Dubai is currently the 10th largest city in the world in luxury consumption. With most luxury brands operating retail stores and/or offices here, there is a high demand for luxury marketing professionals who can support the brands by strengthening their brand equity and helping them gain a competitive edge.
Graduate careers
Luxury Marketing professionals are employed by high-end brands operating in industries ranging from fashion, cars and jewellery through to hospitality. The opportunities for growth and advancement are endless, a graduate with this degree will be able to work as a:
- Luxury Retailer/ Buyer
- Luxury Travel Advisor
- Luxury Hotels/ Resorts Manager
- Customer Experience Manager
- Digital Marketing Manager
- Brand/ Key Accounts Manager
Program Structure
Program Requirements
| Requirements | Compulsory Credit Hours |
Elective Credit Hours |
Total 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 |
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 |