Master's Degree in Luxury Marketing in Mallorca

Detail

What our Master's Degree in Marketing and Luxury Business Management offers

Octubre 2026 / 9 months

60 ECTS

When talking about luxury brands, the product must offer a differentiating factor that sets it apart from the rest of the market. In a globalised context, where the offer is increasingly broad, customers seek unique experiences that go beyond the simple act of purchasing.

Our Master’s in Marketing and Luxury Business Management in Mallorca will enable you to develop professionally in an exciting and highly competitive field: the luxury business world. You will learn how to position distinctive brands, highlight their exclusive value and connect with the most discerning audiences. From the fundamentals of premium branding to luxury tourism, you will train in the most innovative marketing techniques, with an international outlook.

Affiliated centre of the Universitat de Vic – Universitat Central de Catalunya.

University-specific qualification awarded by UVic-UCC.

Programme delivered in collaboration with the Spanish Branding Association.

At eserp, we go a 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 agreement, our students gain access to masterclasses, exclusive activities, professional events and high-value content delivered by recognised industry leaders.

Explore every aspect of the programme in detail

Download the programme brochure and discover everything about Master’s in Marketing and Luxury Business Management.

Download the brochure

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Specialise in luxury marketing in Mallorca

Discover the luxury industry with practical training in Mallorca, a destination recognised for excellence in hospitality and its international outlook.

Meet the Admissions Department

Leticia Gálvez

We care about getting to know you: your talents, strengths and ambitions. Your advisor will guide you to bring out the best in you and ensure that your time at eserp aligns with what you want for your future.

Let’s Talk About Your Goals

Program

Why study Master’s in Marketing and Luxury Business Management at eserp in Mallorca?

Our methodology combines masterclasses with international experts, hands-on workshops using digital tools specific to luxury marketing, and methods such as Agile or Design Thinking, as well as workbooks to guide your day-to-day learning.

What are eserp’s Welcome Days?

Welcome Days are a series of induction days organised at the start of the academic year for new students. Their aim is to help you settle into the university community through activities such as:

An introduction to the campus and the services available.
Information sessions on teaching approach, learning and graduate employability.
Social activities and networking to meet fellow students, lecturers and staff.
Introductory workshops and seminars on key competencies 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.

Skills stacking, what do we mean by this?

Our Skills Stacking sessions encourage the development of a range of capabilities which, when combined, deliver a distinctive competitive advantage and support success in demanding professional contexts and highly competitive environments. Building new skills through applied methodologies provides the core knowledge needed to lead complex, multidisciplinary workplaces. Through our Skills Stacking sessions, you will build a powerful mix of skills 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

The PMO is the project office where, from day one, you will design your real Company Project or Business Plan. You will not work alone: you will be supported throughout by the academic coordinator, a PMO Advisor and a supervisor, from defining your idea through to your final defence before the assessment panel.

Through working sessions, templates, tools and ongoing feedback, you will apply a professional project management methodology to turn your final project into a genuine consultancy or entrepreneurship experience.

With the PMO, you will be able to:

Develop a robust business project, market-focused and geared towards real-world decision-making.
Learn to plan and deliver through milestones, coordinating teamwork effectively.
Strengthen your key competencies: strategic perspective, communication, leadership, time management and economic and financial feasibility analysis.

Discover Artificial Intelligence Week

We focus on the tools that are transforming a wide range of sectors, including, of course, luxury marketing. During Artificial Intelligence Week, you will explore the most cutting-edge AI topics so you can apply them to strategic decision-making. You will also learn how to use AI within key software for your business projects, and you will delve into the ethical implications and responsible use of these new tools.

In addition, the modules are tailored to each Master’s programme to cover the latest developments in neuromarketing, marketing data, research, business intelligence and more. Get ahead of what’s next with our dedicated week.

If you study our Master’s in Marketing and Luxury Business Management in Mallorca, you will receive advanced, specialised training and gain official qualifications recognised in both academic and professional contexts.

In addition, the programme provides access to international certifications that validate your competencies in business strategy, data analysis and decision-making, strengthening your profile in a highly competitive environment.

Master’s in Luxury Marketing and Business Management

Eserp private qualification

Master’s in Marketing Management for Luxury Brands

UCC-UVic university-awarded qualification

International Certificate¹

Issued by the University of Applied Sciences Schmalkalden (Germany)

International certificate¹

Issued by the European Communication School (France–Belgium)

¹Students who complete and pass eserp’s in-house study plan, attend international-level lectures and produce an assignment based on those sessions will be awarded the International Certificates.

Online employability platform

Join the Eserp Job Portal and connect with qualified talent. A wide range of jobs and professional placements from leading companies 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 the luxury marketing sector with Eserp Talent

Access exclusive opportunities, connect with leading organisations in the luxury marketing sector and receive personalised guidance to achieve your career goals from day one.

Exclusive industry internships and job opportunities.
Networking with top-tier organisations.
Specialist career guidance.

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Partner organisations supporting our students’ professional development:

01 / 01

Meliá

Sotheby's International Realty home

Hotel Convent de la Missió

Rialto Living

Deloitte

GPRO Valparaiso Palace & Spa

HM Hotels

Hotel Cappuccino

Blau Hotels & Resorts

Jumeirah

Barceló Hotel Group

Lantimar Group

Testimonials

What our students say

If you are still choosing between private universities in Mallorca that offer Luxury Marketing, you may find it useful to read what our alumni say about the programme.

01 / 04

Without a doubt, studying Master’s in Marketing and Luxury Business Management has been a truly enriching experience, always guided by industry professionals, which adds real value to the learning. There is no better way to learn than from the experience of leading professionals in the sector and through real-world case studies.

Carla Rojo

Finance Operations Executive at Essentialist

Master’s in Marketing and Luxury Business Management has been a perfect experience. It provided all the knowledge I expected, meeting—and exceeding—my initial expectations. The teaching team and guest speakers were available whenever needed. Both the master's programme and eserp are 100% recommendable for professional development.

José Miguel Martínez

Director at Hotel Bordoy Continental Valldemossa

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

Alina Kalo

Marketing Manager at Archidemia

Admissions

Admissions process

Documentation

Application form. Photographs. Copy of national ID (both sides). Access-route documentation.

Admissions assessments

Interview with the admissions team and/or the programme coordinator, if required.

Decision

Admissions decision / Notification of admission to the programme.

Registration / enrolment

Registration / enrolment Once admission has been confirmed, the applicant must pay the enrolment fee and complete the required documentation.

Price

Prices and payment methods for students

€12,500.00

First payment: €1,800.

Remainder of the academic year: 10 monthly instalments, financed directly by eserp with no interest, from October to July, of €1,070.

5% early payment discount.

Qualification award fees not included.
If the student pays the full programme fee at a price different from that shown on the website (due to the application of scholarships or financial support), the early payment discount will be 5% of the final amount payable.
The 5% early payment discount will also apply to students who, after paying the registration fee, choose to pay the remaining programme fee before the programme starts. In this case, the discount is applied to the outstanding balance.
This master's programme is eligible for FUNDAE (Tripartite Foundation) training subsidies.

Master’s in Marketing and Luxury Business Management in Mallorca

What our Master's Degree in Marketing and Luxury Business Management offers