The luminescence spectra controlled by excitons and intracenter 3d emission of Mn²⁺ ions are studied for a series of Zn_1-x Mn _xTe/Zn_0.59Mg_0.41 Te quantum well (QW) structures that differ in manganese content and QW width. It is shown that the relative intensities of exciton emission of the QWs and barriers and the dependences of the intensities on the optical excitation level are controlled mainly by the manganese content in the QWs that affect the efficiency of excitons transfer of to the 3d shell of the Mn²⁺ ions. The effects of QW width and manganese content on the decay kinetics of the intracenter luminescence of the Mn²⁺ ions are studied.