Diploma of Advanced Studies in Marketing for Luxury Tourism
Executive Format
Acquire the key skills for luxury marketing Study alongside your present role
Diploma of Advanced Studies in Marketing for Luxury Tourism - Executive Format
Acquire the key skills for luxury marketing
Study alongside your present role
Blending online learning with exceptional on-campus experiences, this Diploma of Advanced Studies (DAS) delivers usable knowledge that will accelerate your career in luxury marketing.
The bespoke taught modules enable you to explore new marketing tools, innovative trends and new technologies. You’ll analyze the key trends in luxury, including sustainability, while also delving deeply into the role of the marketer – with a special focus on areas such as strategic data analysis, customer relationship management (CRM), and agile digital marketing.
By the program’s conclusion, you’ll be ready to lead marketing projects and develop effective strategies for luxury brands, helping to strengthen brand loyalty and build long-term value.
Format: Executive Format
Location: Blended Online + Residential Week+ Exclusive Brands Week
Duration: 18 weeks of executive education + Applied research project
Total credits: 15 US / 30 ECTS
Intakes: Spring and Fall
Module 1
Global Luxury Landscape Understanding the Luxury Consumer + Residential Week
Module 2
Strategic Luxury Marketing & Brand Positioning Luxury Sales Strategy & CRM Management
Module 3
Designing Luxury Customer Journeys
Exclusive On-Site Luxury Experience
Module 4
Strategic Partnerships in Luxury Luxury Events & International Protocol + Exclusive Brands Week
+ Strategic Project for Luxury Marketing
Further study options
We offer flexible program pathways tailored to hospitality professionals. Participants can progress to the Master of Advanced Studies in International Hospitality Management by completing one additional semester of the DAS in International Hospitality Management.
Flexible Completion & Residential Weeks While the program is designed to be completed in 6 months, participants have the flexibility to extend their studies for up to 24 months, allowing them to balance their learning with professional and personal commitments. Residential weeks are scheduled within Modules 1 and 3; if participants are unable to attend their assigned cohort, they may join the corresponding residential week with one of the next three cohorts.
Program highlights
Self-paced study you can fit alongside your present role
Interactive lectures and hands-on projects with expert faculty
High level marketing content focused on the luxury sector.
Opportunity to participate in Exclusive Brands Week (Spain).
Program modules at a glance
Module 1 Global Luxury Landscape
Gain insight into the global luxury ecosystem, examining how market evolution, value creation, pricing, and the balance between heritage and innovation shape the sector. Analyze the economic, cultural, and technological forces influencing consumer behavior and luxury brand positioning.
+ Residential week
Understanding the Luxury Consumer
Discover the evolving luxury consumer, examining the expectations, motivations, and behaviors of HNWI, VHNWI, and UHNWI audiences. Gain insight into how authenticity, exclusivity, and sustainability shape luxury consumption, loyalty, and brand relationships.
Module 2 Strategic Luxury Marketing & Brand Positioning
Gain insight into how marketing strategies align with luxury trends, category expectations, and brand identity. Analyze competitive positioning, communication, and channel strategies to build coherent and effective luxury brand experiences.
Luxury Sales Strategy & CRM Management
Develop sales strategies for luxury environments, focusing on relationship building, performance, and specialized channels. Learn to build trust, evaluate sales performance, and strengthen long-term customer value in the luxury sector.
Module 3 Designing Luxury Customer Journeys
Develop tailored luxury customer journeys through journey mapping, behavioral insights, and experience design. Learn how privacy, personalization, and bespoke service can shape meaningful, high-impact experiences that strengthen customer relationships and elevate luxury brand value.
Exclusive On-Site Luxury Experience
Gain expertise in luxury experience delivery across key hospitality sectors, including wellness, gastronomy, golf, and spa. Discover how service dramaturgy, experiential staging, and operational standards come together to create exceptional on-site experiences and elevate luxury service.
Module 4 Strategic Partnerships in Luxury
Discover the strategic value of luxury partnerships and co-branding, examining collaboration models, partner selection, and cross-sector alliances. Learn how partnerships across wellness, retail, and culinary can create distinctive experiences, strengthen brand positioning, and unlock new opportunities for growth.
+ Exclusive Brands Week
+ Strategic Project for Luxury Marketing
Luxury Events & International Protocol
Gain insight into the strategic role of luxury events in brand positioning, relationship-building, and prestige management within the global luxury tourism sector. Examine how exclusive events, from diplomatic receptions and private launches to cultural showcases and high-net-worth gatherings, can enhance brand equity and build lasting relationships with key stakeholders.
Two Residential Weeks. One Immersive Luxury Experience
The program includes two compulsory residential weeks, designed as signature moments of the program. These immersive experiences bring participants together with faculty, peers, industry experts, and leading luxury brands, connecting academic learning with the realities of one of Europe’s most dynamic luxury destinations.
Residential Week 1 — Luxury Foundations & Immersion
During Module 1 | Marbella campus
Begin your journey at Marbella, where luxury hospitality, gastronomy, resorts, beach clubs, retail, real estate, and lifestyle converge. Through masterclasses, interactive workshops, industry visits, guest speakers, and curated networking opportunities, participants gain first-hand insight into the luxury ecosystem while building meaningful connections with their cohort and industry professionals.
Designed to establish the foundations for the program, this first residential week transforms Marbella into a living classroom, allowing participants to experience luxury beyond theory and discover the people, places, and businesses shaping the sector today.
Get closer to the most exclusive brands
Residential Week 2 — Exclusive Brand Week: Luxury in Practice
Towards the end of the program | Marbella campus
The second residential week takes place during the Exclusive Brand Week, bringing the luxury industry directly to campus. Participants engage with senior executives, leading luxury brands, industry experts, and visiting professionals, gaining privileged perspectives on the strategies, challenges, and opportunities shaping the future of luxury.
Through masterclasses, real-world cases, applied workshops, industry talks, presentations, and networking, participants put their learning into practice and deepen their understanding of how luxury brands create value, deliver exceptional experiences, and remain relevant in an evolving global market.
More than a residential experience, Exclusive Brand Week is a defining professional highlight of the DAS in Luxury—an opportunity to connect, exchange ideas, build relationships, and gain direct access to the people and brands shaping the luxury industry.
Program entry requirements
Short programs
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