Postgraduate Diploma (PGM)
in Marketing Management for Luxury Tourism

This Postgraduate program in Marketing Management for Luxury Tourism is designed for graduates and professionals wishing to fast track their career in marketing management for the hospitality industry.

The program aims to provide the expert knowledge and perspective required by professionals and directors in the global and dynamic environment of tourism by understanding the impact of new technologies and new trends.

Learning Outcomes
  • To demonstrate an understanding of the luxury tourism industry.
  • To explore new marketing tools, trends and technologies effectively.
  • To be able to define a competent Marketing strategy for a luxury brand.
  • To demonstrate competence in researching relevant data and evaluating Marketing strategies.
1

Academic Semester

6

Month Internship

1

Intake (September)

Academic Course

Preparing students to lead marketing projects and develop strategies, the program focuses on acquiring skills and knowledge aimed at:

High-class segments / Exclusive services / Premium products / Reputable brands

Program PG Marketing

THE COURSES

This course builds on the evolution of modern management toward a marketing-oriented understanding of business, emphasizing the underlying principle of the “marketing concept” and integrating concepts with regard to consumer needs, marketing information, product development, pricing, distribution, selling, advertising and promotion.

This subject bridges the breach between online marketing conceptual knowledge and its practical application in the business. The student will learn to connect online communication resources and develop strategies to maximize the impact in the luxury tourism market as well as applying these techniques at an international level. This subject provides the student with a solid base of how to use the internet as a marketing tool and follows the technical basics of how to create and obtain internet based information. The world is now online, being in an online word has made digital marketing channels and social media the most widespread, interactive and critical of all modern marketing tools. Any effective marketing campaign will include them in its strategy.

This course is oriented to build future decision makers in top leading positions within the marketing field. Students will learn to analyze existing business conditions and to structure appropriate strategies and tactics in order to lead a high performing organization. The evaluation of our managing decisions is the concluding step of your decision making process. A proper analysis of the results, impact and consequences of our strategies and tactics will be imperative to strengthen our future business resolution.

In order to make well based decisions, it is essential to conduct a relevant study to obtain an accurate understanding of our environment, competition, customers, etc. This subject objective is how to design, search and produce relevant information on which to support our future decisions. Understanding the conducts our target consumers decide to follow becomes crucial for luxury brands for superior customer satisfaction and exceeding their expectations.

In an intimidatingly fast moving environment it is essential to keep observant of any new developments that might present us with an opportunity or a difficulty for our current business. This course focuses in building this sharp mindset that is becoming vital in any successful business person. The student will comprehend the key role of communication strategies to keep the organization attuned with their target market, as well as designing appropriate strategies for communication and promotional events to bring luxury products closer to its audience.

With this course students will gain valuable insight into the fashion industry as a trend-setter in worldwide luxury marketing. Contemporary challenges and opportunities, production and distribution issues, cultural and other up-to-date influences that will affect the marketing of these luxury and fashion related products will be identified and understood.

Experiential marketing pursues the creation of more comprehensive and captivating encounters with our customers. We nurture this marketing relationship by engaging their five senses and embracing the individuals as highly perceptive human beings. This sensorial approach to the marketing field will help the student to better understand the importance of building bridges with the customers through the senses and bringing to a superior level the product/service experience.

Who is it aimed at?

Marketing professionals looking to update their knowledge or start a career path in the tourism industry, graduates from any specialty, or Les Roches alumni, aiming to develop a career within the marketing field.

Professional Internship and Experience

This experience will play a key role in establishing your professional credentials

During the internship semester students will put their newly acquired skills and knowledge to the test in an administrative, supervisory, or training position with exposure to operational departments.

The experience is an opportunity to discover which area of the industry they would like to focus on in the future.

This first real-life professional experience can take place in a Spanish or international hotel or other hospitality establishments, and will help you to make establish real-life work experience and industry contacts in your new profession.

Alumni Testimonial
Silvia Valero

Silvia Valero
Class of 2016 (PGM)

“Coming to Les Roches meant breaking out from my comfort zone, and facing all the fear and uncertainty that entails. Studying two postgraduate programs, one in International Hospitality Management and another in Marketing Management for Luxury Tourism, required full-time commitment and dedication. It has been a very demanding path on which I have met wonderful people from all over the world, and I have acquired the knowledge and values that have enabled me to start a new professional life in a sector that I am passionate about.

Without a doubt, having Les Roches on my CV helps me to stand out from the crowd during the recruitment process. However, it’s the values – such as responsibility, professionalism and rigor – instilled by Les Roches which ultimately make me a successful candidate. In the world of luxury five-star establishments, those standards of excellence make all the difference.”

How to apply?

PGM Application Procedure

ADMISSIONS REQUIREMENTS

Age

Age – Minimum aged 21 years old or above.

Education or experience – Applicants must hold an accredited bachelor degree or diploma (preferably in the areas of Tourism, Business Administration, Economics), or at least 3 years of work experience in a related industry. Applications from non-degree candidates with a minimum of 3 years of documented work experience will be evaluated on an individual basis. Non-degree holders will receive a Professional Development Diploma.

English Qualifications – If you are not a native English speaker, or if you have not spent the last 3 years in an English-taught school, please enclose one of the following:

  • TOEFL: minimum score of 525 points for the paper based test or 70 on the Internet Based Test (IBT).
  • Cambridge First Certificate Exam (FCE): Grade C. Please also send the statement of results with your detailed profile.
  • IELTS: Academic Module minimum Overall Band Score of 5.5 and min. 5.0 in each part (listening, reading, writing, speaking).

All English certificates must have been issued in the last 12 months prior to admission.

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