EG704-7-SP-CO:
Luxury Marketing Management
2025/26
Edge Hotel School
Colchester Campus
Spring
Postgraduate: Level 7
Current
Monday 12 January 2026
Friday 20 March 2026
20
10 March 2025
Requisites for this module
(none)
(none)
(none)
(none)
(none)
MSC N28612 International Hospitality Management,
MSC N28624 International Hospitality Management,
MSC N286JS International Hospitality Management,
MSC N82112 International Events Management,
MSC N82124 International Events Management,
MSC N821JS International Events Management,
MSC N83612 International Tourism Management,
MSC N83624 International Tourism Management,
MSC N836JS International Tourism Management
This module aims to provide students with an advanced understanding of luxury marketing and its application within the international hospitality, tourism, and events industries. In particular, the module will focus on the marketing of luxury services and products as well as concentrating on the nature of the distinctive and frequently individual engagement that hospitality organisations have with their customers.
The module will also provide students with a critical understanding of the changing relationship and technological developments both with buyers and suppliers which continue to evolve within the hospitality, tourism and events industry supply chain.
The module will also allow students to gain realistic insights into aspects of marketing operations through their experience in within the Wivenhoe House Hotel – a luxury country hotel.
The aim of this module is:
- To provide students with an advanced understanding of luxury marketing and its application within the international hospitality, tourism, and events industries.
By the end of this module, students should will be expected to be able to:
- Evaluate and apply the main principles of consumer behaviour to the luxury hospitality, tourism, or event industry.
- Evaluate factors influencing consumer demand for luxury services and products and the methods and technology by which organisations communicate and influence their consumers and vice versa.
- Review and evaluate how the customer experience and its supporting marketing may need to be modified due to the context, culture, and lifestyle in which it is applied.
- Develop a critical understanding of the methods used to plan and implement a marketing strategy for market segments interested in consuming luxury services and products.
- Develop a logical and justified strategic marketing plan for a luxury organisation that represents the hospitality or tourism or event industry.
Indicative Content
- The principles of luxury consumer behaviour and its application to the hospitality, tourism and event industries. The concept of the ‘luxury guest experience’ and its implications for the marketing and operation of the hospitality industry consumer expectation and expectation management through the use of marketing and consumer behaviour.
- Factors influencing sustained growth in the luxury sector and emerging trends
- The growth and role of technology, including AI and machine learning, in strengthening marketing strategies within luxury sectors within hospitality, tourism and events.
- Promotional, merchandising and public relations strategies of organisations dealing in the luxury segment.
- The role and significance of marketing and branding in hospitality, tourism and events.
- Managing a luxury brand and its reputation and the importance of luxury brand reputation management
- The distinctiveness of luxury organisations’ corporate behaviour and culture
- The processes that hospitality, tourism, and event organisations adopt to innovate and develop their marketing strategies, including measuring the success of such strategies.
- Strategic product planning and development in the luxury sector.
The module will be delivered over a 10-week period.
- There will be a three-hour session each week comprising a one-and-a-half-hour lecture and a one and a half hour seminar / workshop.
Students will be expected to prepare materials and read the guided reading prior to both the lectures, and particularly the seminar /workshop sessions.
Students will also have the opportunity to contextualise their learning and the theoretical underpinning of this module through their period of work based learning in the Wivenhoe House
Students will be expected to attend appropriate field trips, the scheduled masterclass sessions and the Edge Hotel School Student Conference.
This module does not appear to have a published bibliography for this year.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
| Coursework |
Report 1 |
|
40% |
| Coursework |
Report 2 |
|
60% |
Exam format definitions
- Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
- In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
- In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
- In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary,
for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.
Your department will provide further guidance before your exams.
Overall assessment
Reassessment
Module supervisor and teaching staff
No
No
No
Mr Mark Ashton
University of Surrey Research and Innovation
Associate Professor
Available via Moodle
No lecture recording information available for this module.
Edge Hotel School
* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.
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