MBA LUXURY BRAND MARKETING AND INTERNATIONAL MANAGEMENT

1st year

General and sectoral knowledge of luxury

• History of luxury
• History of brands
• The different sectors

Fundamentals of luxury marketing

• Introduction to luxury Marketing
• Strategic and Operational Marketing
• Experiential marketing
• Digital Marketing
• Visual Merchandising

Communication of luxury brands

• Introduction to communication
• Understanding the new challenges of the luxury sector
• Media and non-media communication tools
• The role of advertising representation and visuals for luxury brands
• How to perpetuate the vision and history of luxury brands

Business fundamentals

• Luxury markets
• Distribution methods
• Operations and team management

Operations management

• Marketing in the luxury industry
• The characteristics of the luxury industry and the description of positions
• The customer and the luxury market
• Brand equity and Brand management
• Price, distribution and communication in the industry

Team management

• Management & leadership
• Communication
• Values
• Corporate Culture
• Team building

Personal development

• Public speaking
• Personal Branding
• Networking

Foreign languages

Annual project

6 Month internship

2nd year

STRATEGY

Geopolitics / geostrategy

Luxury goods market: key figures and growth prospects.

Analysis of the financial strategies and results of groups and brands.

Study of emerging countries, drivers of market growth.

Competitive strategies in the luxury industry

• Analysis of product strategies, distribution and perspective of competitors.

Identity and Communication

• Definition of brand identity and communication consistency

Trend analysis and Creativity management

• Learn to decode trends and reconcile them with the sustainability of a luxury brand.
• Management of creativity and its expressions.

MARKETING & COMMUNICATION

Marketing

• Understanding the client: psychology and behaviour.
• Market analysis: definition of a target, potential study.
• Building a strong brand: identity, creation, positioning, differentiation.
• Development of the offer: sectorial variations and price positioning.

Specificities of communication in the luxury sector

• Advertising creation codes.
• Communication strategies / Media strategy and budget negotiation.
• Digital Communication.
• Public relations and event communication.
• Editing.

Digital

• Understand the interest of social networks: webmarketing, communication, e-commerce.
• CRM, intelligence and business intelligence.
• Understand the job of the community manager.

Management & Administration

• Quality approach
• Implementation and control of quality monitoring.

Distribution and logistics

• Changes in distribution methods: selective distribution, retail distribution, e-commerce...
• Techniques & legislation.
• Inventory management.
• Merchandising: the creative and business axes of strategic merchandising, learning to analyze and manage a space.

International Trade

• Understand the importance of inter-culturality and local specificities.
• International development of the luxury business.
• Build an export business plan.

Sales

• Traditional and innovative sales techniques.
• Development of the relationship and customer service.

Management / Finance

• Understand and master the different financial aspects of the company, in particular the calculation of margins and coefficients.

Business Law

• Legal rules specific to the luxury sector.

Ethics and Governance

• Respect and development of human and behavioural qualities in the organization.
• Sustainable development and social responsibility.

GENERAL CULTURE

• History of luxury
• The major phases in the history of the luxury industry.
• History of fashion.
• Luxury & Art.

COACHING

• Professional life and personal development
• Determine one’s professional project.
• Valuing your career, knowing how to sell yourself.
• Prepare for job interviews.
• Learn to optimize all aspects of your personality