Bachelor of Business Administration in Luxury Marketing

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Bachelor's degree program
4 Years (8 Semesters)
123 Credit Hours
Fall, Spring and Summer Semesters

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