Master’s in Marketing and Luxury Business Management in Barcelona

Detail

What our master in luxury management offers

October 2026 / 9 meses

60 ECTS

In recent years, the luxury world has undergone exponential growth, where clients seek not only a product but brands that offer unique experiences and differentiating narratives.

With our Master's in Luxury Marketing and Business Management in Barcelona, you will prepare to create memorable brand experiences and develop innovative marketing strategies focused on exclusivity and attention to detail. Thanks to an international perspective and the support of the latest technologies applied to luxury brands management, you will acquire the skills needed to stand out in one of the world's most selective and demanding industries.

Affiliated with the Universitat de Vic - Universitat Central de Catalunya.

University-specific qualification awarded by UVIC-UCC.

Collaborative training with the Spanish Branding Association.

At eserp, we go one step further: we are the first business school to collaborate with the Spanish Branding Association (AEBRAND), the country’s largest network of brand management experts. Thanks to this partnership, our students gain access to masterclasses, exclusive activities, industry events and high-value content delivered by leading professionals from the sector.

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Download the program and discover everything about the Master's in Luxury Marketing and Business Management.

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Specialize in luxury marketing in Barcelona

Learn from experts to turn a product into an exclusive experience in Barcelona, the epicenter of design, creativity, and fashion.

Meet the Admissions Department

Ana Marcova del Castillo

We care about getting to know you: your talents, strengths, and dreams. Your advisor will guide you to bring out the best in yourself and ensure that your experience with ESERP aligns with what you want for your future.
We will discuss your goals.

Let’s Talk About Your Goals

Program

Why study the Master's in Luxury Marketing and Business Management at ESERP Barcelona?

Our methodology combines masterclasses with international experts, practical workshops on digital tools specific to luxury marketing, and approaches such as Agile and Design Thinking, alongside workbooks to guide your day-to-day learning.

What are ESERP Welcome Days?

Welcome Days are a series of introductory days organized at the beginning of the academic year for new students. Their goal is to facilitate students' integration into the university community through activities such as:

- Campus and available services presentation.
- Informational talks on methodology, training, and employability.
- Social activities and networking to meet peers, faculty, and staff.
- Introductory workshops and seminars on key skills and professional development.

Marketing fundamentals:

Understand marketing as a process that must be well planned and strategically focused to succeed.
Learn the fundamentals of marketing, its role and how to create an effective marketing plan.

MARKETING FUNDAMENTALS FROM A NEW MANAGEMENT PERSPECTIVE:
The market and its environment: VUCA-BANI-RUPT-TUNA.
The dimensions of marketing.

B2B, B2C AND H2H MARKETING:
B2B marketing: overview and key characteristics.
B2C marketing: overview and key characteristics.
H2H marketing: overview and key characteristics.

MARKETING DATA: RESEARCH, NEUROMARKETING AND ARTIFICIAL INTELLIGENCE:
Marketing research and marketing information systems.
Market research and neuromarketing.
Artificial intelligence and business information systems.

BRAND AND REPUTATIONAL RISK:
What is a brand? Personal branding vs corporate branding.
Communication in high-stakes environments.
Reputation management plan.

LEGAL FRAMEWORK:
The legal environment of marketing.
General Data Protection Regulation (GDPR).
Consumer protection regulations.

Marketing ecosystems: the market and the consumer:

Understand consumers, generate insights to deliver value and achieve effective results in the market.

CONSUMER BEHAVIOUR:
STP model (segmentation, targeting and positioning).
User archetypes.
Ideal and prospective customer – buyer persona.

SALES DEPARTMENT: SOCIAL SELLING, KEY ACCOUNT MANAGEMENT AND NEGOTIATION:
Storytelling: shaping narratives and selling them on social media.
Key account management and trade marketing.
Negotiation tools for successful agreements.

SUPPLY CHAIN AND DISTRIBUTION MANAGEMENT: NEW BUSINESS MODELS:
Commercial and distribution policy.
Supply chains and physical logistics.
New business models.

SALES BUDGETING: PRICING POLICY, PROFIT AND GROSS MARGIN:
Sales forecasting fundamentals.
Pricing policy: sales margin and the market.
Financial policy: profit and loss statement.

Digital Strategies & Network:

Harness the power of digital technology to create business strategies.

DIGITAL MARKETING AND E-COMMERCE:
The concept of a liquid market.
E-commerce platforms.
Digital marketing campaigns and performance metrics.

SOCIAL MEDIA STRATEGY:
Social media structure.
Social media strategy.
Influencers and emerging roles.

DIGITAL ECOSYSTEM STRATEGY:
Digital transformation and its different areas.
Strategic planning for digital transformation.
Digital transformation of business models and digital business leadership.
Digitalisation and its areas of application.

Luxury Management:

Brand building, luxury market insight and company visits—all essential components of this eserp master's programme—are combined with a strong emphasis on marketing methods, making this programme stand out from the rest. After all, luxury must be perceived and experienced.

LUXURY BRANDING AND VISUAL MERCHANDISING:
Luxury brand: definition.
Benefits of visual merchandising.
Retail strategies in the luxury sector. Visual merchandising in fashion vs general retail.
Visual techniques to make the point of sale far more appealing to customers.
How to measure visual merchandising results in retail.

KEY MARKETS IN THE LUXURY SECTOR:
Art – architecture.
Luxury jewellery and watchmaking.
Fashion and accessories.
Perfumery and cosmetics.
Fine dining and gourmet products.
Luxury travel and hotels.
Hypercars.
Yachting sector.
Sports clubs.

COMMUNICATION, PUBLIC RELATIONS AND BUSINESS PROMOTION:
The key role of brand positioning strategies and the brand universe.
Evolving customer communication strategies in the luxury sector.
Storytelling as a tool to build long-term brand loyalty.
Luxury events as brand storytelling experiences.
Customer experience and customer service as brand differentiators in the luxury sector.
Brand and business: strategic analysis, pricing and KPIs.

SUSTAINABLE BRANDING, CORPORATE RESPONSIBILITY AND STRATEGIC MANAGEMENT:
Sustainable corporate and product branding: creating meaningful, differentiated brand identities.
Sources of business conflict: ethical dilemmas and reputational risks in sustainable brand management.
Strategic crisis management: analysis, response planning, monitoring and evaluation from a sustainability perspective.

What do we mean by skills stacking?

Our Skills Stacking sessions encourage the development of multiple skills that, when combined, create a distinctive competitive advantage and support success in professional settings and highly competitive environments. Building new skills through applied methodologies provides the essential knowledge to lead complex, multidisciplinary workplaces. Through our Skills Stacking sessions, you will build a portfolio of capabilities that sets you apart from other professionals by developing the seven skills that underpin this model: Critical Thinking, Business Acumen, Active Learning, Professional Skills, Self-management and Growth, Design Skills and Problem Solving. All of this is delivered through sessions with professionals and companies that are part of the eserp ecosystem.

All delivered through sessions with professionals and companies that are part of the eserp ecosystem.

PMO – Project Management Office

Access expert support throughout the planning, reflection and delivery of your professional project through the Project Management Office. Everything is overseen by the academic coordinator, a PMO adviser and a supervisor—from shaping the initial idea through to the final presentation and defence. This model is built on business standards and provides training, resources and support to manage strategic, tactical or operational projects, using an expert-adapted methodology for Master’s and MBA programmes. It is a way of complementing your learning that sets us apart from other master’s programmes in luxury marketing, and helps you develop capabilities such as:

Effective teamwork focused on clear objectives and milestones.
Strategic capability.
Resource optimisation.
Analysis, management methods and implementation.

If you study our Master’s in Luxury Marketing and Luxury Business Management in Barcelona, you will receive advanced, specialist training and gain official qualifications recognised in both academic and professional settings. In addition, it provides access to international certifications that validate your skills in business strategy, data analysis and decision-making, strengthening your profile in a highly competitive environment.

Master’s in Marketing and Luxury Business Management

Eserp’s own qualification

Master’s in Marketing Management for Luxury Brands

University-specific qualification awarded by UCC-UVIC

International Certificate¹

Awarded by the University of Applied Sciences Schmalkalden (Germany)

International Certificate¹

Awarded by the European Communication School (France–Belgium).

¹Students who complete and pass eserp’s own study plan, attend international conferences and produce a piece of work based on those conferences will be awarded the International Certificates.

Online job platform

Join the Eserp Job Portal and connect with qualified talent. A wide range of jobs and professional placements from employers are waiting for you.

Eserp Job Portal

Eserp Talent Fair

Committed to graduate employability and our students’ career progression, eserp organises an annual Careers Fair at each campus.

Eserp Talent

Boost your career in luxury marketing with eserp Talent

Access exclusive offers, connect with leading companies in the luxury sector, and receive personalized advice to achieve your professional goals from day one.

Exclusive internships and jobs
Networking with top-tier companies
Specialized advising

I want to know more

Companies with agreements for our students’ professional development

01 / 01

Testimonials

What our students say

If you are still choosing between several private universities in Barcelona offering Luxury Marketing, you may be interested in hearing our alumni's opinion about the training.

01 / 04

Without a doubt, studying the Master's in Luxury Marketing and Business Management has been enriching, always in the hands of industry professionals, which adds great value to learning. What better way to learn than through the experience of great professionals in the sector and with real cases

Carla Rojo

Finance Operations Executive at Essentialist

The Master's in Luxury Marketing and Business Management has been a perfect experience. Providing all the expected knowledge, fulfilling and improving initial expectations. Faculty and speakers are available at all times. Both the Master's and ESERP are 100% recommendable for professional development.

José Miguel Martínez

Director at Hotel Bordoy Continental Valldemossa

From the moment I started the Master's in Luxury Marketing and Business Management, I was immersed in a world of knowledge, innovation, and invaluable experiences. The curriculum was rigorous and enriching, providing a deep insight into the luxury fashion industry, marketing strategies, and business management. One of the highlights of my stay at ESERP has been the numerous business trips and industry visits. These trips have been transformative.

Alina Kalo

Marketing Manager at Archidemia

Admissions

Admission Process

Documentation

Application Application. Photos. Photocopy of ID on both sides.Documentation via access.

Admission Tests

Interview with the admissions department and/or program coordinator if required.

Resolution

Resolution of the admission process / Admission communication in the program.

Enrolment / Registration

Once admitted, the candidate must pay the registration fee and complete the documentation.

Price

Prices and payment methods for students

€12,500.00

First payment: €1,800.

Rest of the academic year: 10 monthly installments, financed directly by ESERP, interest-free, from October to July, at €1,070 each

5% discount for early payment

Title issuance fees not included.
If the student pays the entire program with a different price from the one indicated on the website (due to scholarships or grants), the early payment discount will be 5% of the final price to be paid.
The 5% early payment discount will also apply to those students who, after paying the registration fee, decide to pay the remaining cost of the program before it begins. In this case, the discount is applied to the amount still pending payment.
Master’s program included in Fundación Tripartita's funding programs.

Master’s in Marketing and Luxury Business Management in Barcelona