Master’s in Marketing and Management for Luxury Tourism

The Master’s program in Marketing and Management for Luxury Tourism is designed to provide graduates, professionals and directors with an expert perspective required for this global and dynamic luxury tourism environment. Understanding the impact of new technologies and new trends becomes critical for effectively doing so but also understanding the new role of the top traveler when deciding touristic destinations and experiences.

Additionally, students will receive a well-formed perspective of the luxury market, delivered by top experts of the luxury industry, by learning the triggers and drivers that most impact this market on the up. In order to lead marketing projects and strategies in the future, this program focuses on the specific knowledge and competences aimed at luxury segments, exclusive services; premium products and reputable brands.

Program Objective

The aim of the Master is to expose students to an understanding of the luxury tourism industry and its characteristics and segments to provide them with a competence in market research and data analytics.

Aditionally, through a practical and field work learning approach, students will explore new marketing tools, innovative trends and technologies effectively to facilitate them with the knowledge, skills and abilities and provide them with the competence of defining successful Marketing strategy for a luxury brand in a business environment.


Months Academic Studies


Month Internship


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


Master in Marketing and Management for Luxyry Business


  • Introduction to the Master (I): Marketing Concepts
  • Introduction to the Master (II): Sustainable luxury and ethics
  • Luxury fashion and lifestyle trends
  • Experiential marketing
  • Agile digital marketing for luxury business
  • Strategic data analytics for decision making
  • Customer relationship management in luxury
  • Building luxury brand equity
  • Financial statement analysis and performance management
  • Strategy and value creation in luxury
  • Leadership and talent management in luxury brands
  • Luxury event management and communication
  • Capstone Project

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.


Teaching strategy

This Master in Marketing and Management for Luxury Tourism, has been designed to combine different teaching approaches for an increased student learning. The teaching methodology for this program includes Les Roches Marbella faculty together with industry professionals (currently working on the field relevant to the program). Additionally, this Masters program is organized based on dividing the program into independent modules that take part one after another until completing all the required credits.

Around half of the credits are delivered by internal Les Roches faculty team and the other half by external professionals in the luxury, marketing or tourism industries. The combination of teaching styles, the relevancy of the content discussed and the current academic material taught in class make this program a very attractive learning investment for students.

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



Age – Minimum aged 21 years old or above.

Education or experience – Applicants must hold an accredited bachelor degree in any area

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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