An international perspective throughout the Bachelor's program.
From your first year, you'll participate in an international seminar at BSB or one of our 13 partner destinations to improve your language skills and discover another academic culture.
In your second year, you can spend a semester or attend a summer school at one of our 200 partner universities, some of which are world-renowned in Business Development.
In your third year, and in the initial track, you have the opportunity to go even further with a dual degree. For example, BSB opens the doors to Nottingham Trent University, one of the UK's most prestigious universities for business and management, at the heart of an environment where growth strategies, commercial innovation, and new business models are flourishing.
If you complete your third year as a work-study student, you'll remain on campus, but the international experience will come to you.
Between the courses taught in English, the international speakers, the global business case studies and the presence of students from dozens of countries (+80 nationalities on campus), you experience a global immersion without leaving your work-study program.
Result: your Luxury & Premiumization Bachelor is not limited to Dijon. It is an international course where you can test several academic and professional experiences abroad, and leave with a profile sought after by recruiters.
What you will study in the Bachelor in Luxury Marketing & Premiumisation at BSB
In addition to the core management fundamentals, in the third year the Luxury Marketing & Premiumisation specialisation immerses you in the codes, expectations and brand image dynamics specific to luxury and high-end markets. You learn what creates perceived value, how exceptional customer experiences are designed, and how brands build their identity, desirability and premium positioning.
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Understand the expectations of high-end customers and learn how to create a memorable experience at every stage of the customer journey. Analyse what makes an experience unique, seamless and emotional, and explore the relational codes of luxury: attention to detail, discretion, precision and excellence. Work on practical scenarios inspired by real industry practices to develop your standards and sense of detail.
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Decode the identity markers of a luxury House and learn how to express them in physical or digital retail environments. Explore the evolution of retail from simple visual merchandising to a fully immersive customer experience. Understand how to design a premium distribution strategy aligned with a brand’s commercial identity and partner expectations.
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Analyse the strategic challenges faced by brands: product portfolio management, collection coherence, and the articulation between creative direction and marketing. Master the professional vocabulary of the sector and learn how to build a strong, clear and sustainable premium brand identity. Develop your ability to manage product or range value creation in line with trends, brand image and customer profiles.
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Trace the origins, evolutions and turning points that have shaped the luxury industry in France and worldwide. Understand the cultural, historical and symbolic heritage that luxury Houses use to enrich their storytelling, collections and strategies. Learn how to leverage historical references to design relevant and value-enhancing marketing propositions.
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Master the communication codes of luxury: minimalism, precision, storytelling and rarity. Learn how to design and deploy a brand image by combining emotion, aesthetics and consistency. Discover tools for analysing discourse and imagery, and understand why, in luxury, digital communication must be used with subtlety and intention.
These courses are complemented by case studies inspired by real situations faced by luxury Houses and high-end brands: designing exceptional customer experiences, rolling out retail concepts, analysing brand identities or premiumisation strategies. They train you to decode customer profiles, understand brand universes and assess the coherence of premium positioning with precision and realism. They prepare you to quickly integrate the sector by mastering the essential reflexes of future luxury professionals: attention to detail, aesthetic standards, a deep understanding of customer expectations and the ability to create perceived value.
Zoom sur le luxe à l'international
Les cours de la spécialisation Marketing du Luxe & Premiumisation sont dispensés en français, mais plusieurs modules vous plongent directement dans les codes internationaux du luxe, ses standards créatifs, son histoire et ses pratiques globales en matière d’image, de distribution et d’expérience client. Cette immersion culturelle et professionnelle sans frontière vous permet de suivre une formation Bac+3 alignée avec les attentes des grandes Maisons mondiales, où rigueur, excellence et sens du détail sont essentiels pour évoluer dans un univers résolument international.
The skills you will develop in the Bachelor in Luxury Marketing & Premiumisation
Professional skills to succeed in the luxury and high-end industry
- Understand the codes, symbols and levers that shape brand image and desirability.
- Design and analyse exceptional customer experiences, from first contact to after-sales service.
- Apply the fundamentals of high-end retail: merchandising, visual storytelling and customer journeys.
- Contribute to the operational management of a brand: product offer, collections, artistic and marketing coherence.
- Build or support premiumisation strategies: moving upmarket, storytelling and brand identity.
- Assess the relevance of brand communication and master the visual codes of the luxury sector.
Human skills to act as a future luxury professional
- Develop a strong sense of detail, aesthetics and high standards essential to luxury professions.
- Adopt a professional posture based on discretion, active listening, relational elegance and precision.
- Cultivate a deep sensitivity to the behaviours and expectations of high-end customers.
- Collaborate effectively with multidisciplinary teams (marketing, retail, creative direction).
- Demonstrate rigour, autonomy and professionalism in a sector where excellence lies in the smallest details.
Unique support to reveal your talents
À BSB, vous ne vous formez pas seulement à des compétences techniques.
Vous apprenez aussi à mieux vous connaître et à développer votre potentiel grâce à deux dispositifs uniques.
Pathfinder un accompagnement du 1er jour au 1er job
Un accompagnement du 1er jour au 1er job. Coaching individuel illimité, tests de personnalité, ateliers pratiques…
Pathfinder™ vous aide à définir vos forces, à prendre confiance en vous, à affiner vos choix académiques et à construire une trajectoire professionnelle alignée avec vos ambitions.
Leaderskills Institute, être un bon leader, ce n’est pas inné... ça s'apprend !
BSB vous propose un parcours structuré pour apprendre les Leaderskills et obtenir une certification à valoriser sur votre CV.
Vous développez ainsi les compétences humaines essentielles pour collaborer en équipe, manager efficacement des projets, fédérer et inspirer.
Learn luxury marketing in the field thanks to the end-of-year internship
In the 3rd year, specialization Luxury Marketing & Premiumization is experienced during the initial journey, with a professional internship of at least 4 months to put your learning into practice in the heart of environments where experience, image and requirement shape each decision.
It is an essential immersion to understand how luxury houses and high-end brands design their universe, work on their identity, orchestrate their retail and build customer relationships based on emotion and precision.
In this specialization, internship missions immerse you in the realities of the sector:
- Participation in the creation or analysis of premium customer experiences: welcome, journey, perceived quality,
- Support for merchandising and the deployment of retail concepts: staging, showcases, visual storytelling,
- Contribution to the operational management of the brand: offer, collections, product launches,
- Participation in the implementation of communication actions: brand image (s), content, digital activation,
- Support for marketing teams in valorization, upgrading or repositioning projects.
Our students carry out their internship in a wide variety of structures: luxury houses, premium brands, premium brands, concept stores, high-end brands, marketing or communication departments, specialized agencies and companies committed to an upmarket strategy. This experience enriches their CV and strengthens their employability upon graduation.
The companies that recruited our students
100% of our Bachelor's degree students get a job in less than 4 months after their diploma (CGE 2025 integration survey).
And after the Bachelor in Luxury Marketing & Premiumization?
The jobs available after your Bac+3 in Luxury Marketing & Premiumization
After your Bachelor in Luxury Marketing & Premiumization, you are ready to integrate positions in marketing, communication, customer experience or high-end retail, in France and internationally. You can work for luxury houses, premium brands, selective retailers or companies committed to an upmarket strategy:
- Luxury Marketing Assistant,
- Assistant Luxury Product Manager/Assistant Product Manager (Luxury),
- Communication & image assistant/Brand Communication Assistant,
- Merchandising Assistant/Visual Merchandising Assistant,
- Premium Customer Advisor/Client Advisor (Luxury & Exceptional Retail),
- Retail Management Assistant/Retail Operations Assistant,
- Brand management assistant/Operational brand management,
- Luxury Event Assistant/Luxury Events Assistant.
Continuing studies at BSB
After your Bachelor in Digital Management, you can extend your career by joining the Master Grande École (Bac+5), like 81% of our students, by choosing an initial or work-study specialization that makes sense with the luxury industry such as Marketing & Communication or Data Management & Analytics.
You can also prepare a double degree in Master 2 With the MSc Luxury Management & Innovation to develop advanced expertise in luxury. Several paths are particularly consistent with your expertise in image, customer experience and upscale:
Master Grande Ecole
Marketing & Communication
For those who want to deepen brand strategies, visual communication, storytelling and image issues. An ideal specialization to evolve in marketing, brand content, communication or brand management teams, in luxury as well as in premium.
Learn more ›Master Grande Ecole
Data Management & Analytics
To strengthen your analytical dimension and meet a major need in the sector: understand customer behavior, exploit retail data and optimize brand performance. A strategic way to work on personalized experiences and customer knowledge in luxury brands.
Learn more ›Msc Luxury Management & Innovation
To go even further in understanding luxury worlds, their business models, their innovation management and their creative requirements. This MSc prepares you for brand management, luxury marketing, product development or customer experience functions in international Houses. These Bac+5 courses open the doors to more strategic positions in globalized companies.
Learn more ›MSc Wine Management
A program 100% in English to acquire an international vision of the marketing, distribution and trade of wines and spirits. An opportunity to develop a double competence in marketing + wine sector, highly sought after by companies.
Learn more ›Employment in figures
CGE Survey 2025 - Bachelor in Management
of our students graduated
of our students (full-time and work-study) continue their studies at Master's level
of our Bachelor in Management graduates found employment in less than 4 months
Average starting salary after graduating with a Bachelor in Management
Average starting salary for our Grande École Master's graduates
The Bachelor in Luxury Marketing & Premiumization, a solid basis for all the specializations of the Grande Ecole Master
If you want to continue to a Master Grande Ecole as an initial course or as a work-study program, your choice of specialization does not depend on the one you are following in the 3rd year Bachelor.
You can therefore opt for another specialization. Your Bachelor's degree since its 1st year is designed to give you solid foundations in economics, management, finance, law, accounting as well as in marketing and communication. You can therefore continue with a Master's degree towards the specialization you want.
The philosophy of BSB Test & Learn and Learning by Doing allows every student To have the choice, to remain free and above all to build a career in line with his personality, his values and his talents.
