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Students from UCD Michael Smurfit Graduate Business School recently completed an international study experience delivered in partnership with Toulouse Business School (TBS), one of Europe’s leading triple crown–accredited business schools.

The week-long programme, focused on Luxury Marketing, took place in early January at TBS’s Paris campus, offering students an immersive academic and cultural experience in one of the world’s most influential luxury capitals. Developed as part of UCD Smurfit School’s strategy to enhance global learning opportunities, the programme was open to students registered on four postgraduate marketing degrees: MSc Digital Marketing, MSc Marketing, MSc Marketing and Retail Innovation, and MSc Marketing Practice. A selected cohort participated in an international seminar designed to deepen their understanding of luxury brand management, international marketing strategies, and the role of country of origin in shaping consumer behaviour.

Building on the success of the pilot programme last year, the refined experience combined academic rigour with experiential learning, including workshops, seminars and a hackathon focused on luxury marketing, a luxury branding safari around Paris, company visits, and curated cultural activities. A key feature of the programme is the opportunity for cross-collaboration and networking between UCD Smurfit School and Toulouse Business School students, reflecting the increasingly global and interconnected nature of modern business careers.

The programme’s learning objectives are designed to equip students with practical and strategic insights into global luxury markets. Participants explored how premium brands innovate and adapt in response to shifting market dynamics, how struggling brands can be repositioned ethically and competitively, and how European companies respond to global challenges through innovation and strategic renewal. No prior experience in luxury branding was required, making the programme accessible to students eager to expand their international and sectoral expertise.

While the programme is non-credit bearing, participants were encouraged to share key learnings with their peers on return, ensuring the wider student cohort benefits from the international insights gained.

“By partnering with Toulouse Business School, UCD Smurfit School reinforces its position as a globally engaged business school, offering students exposure to international academic excellence, cultural immersion, and career-relevant learning,” said programme creator Richard Murphy, Senior Recruitment and Admissions Manager. “The Paris-based programme highlights the value of global partnerships in preparing graduates to lead and succeed in complex, international business environments.”