From June 29 to July 10, the IUM Summer School 2026 welcomed students from around the world for two weeks of intensive courses, inspiring lectures, practical projects, and professional networking opportunities.
A Program at the Heart of Monaco
The Summer School offered two specializations:
- Luxury Business & Communication: focused on branding, marketing, digital communication, and value creation for luxury brands.
- Sport Business Management: centered on sports brand management, international governance, and fan engagement strategies.
Monaco, a true living laboratory of luxury and sport, allowed participants to experience an academic and professional journey in direct contact with the international ecosystem.
High-Level Guest Speakers
Throughout the program, students attended lectures delivered by recognized professionals in fields such as sports, tourism, luxury hospitality, jewelry, and international communications.
These experts shared concrete experiences, ranging from sports event management to digital strategies for promoting luxury destinations, as well as customer relations in jewelry and marketing strategies in hospitality.
Their diverse backgrounds : from leading public institutions to key positions in international brands, helped students understand the real demands of the market and expand their professional networks.
Practical Projects and Experiential Learning
Students worked in innovation teams, developing real strategies for brands and institutions. Projects included:
- Designing event communication strategies.
- Analyzing customer journeys in luxury and sport.
- Case studies on brand digitalization and female empowerment.
Each presentation was followed by direct questions from professionals, allowing students to demonstrate strategic thinking, creativity, and industry knowledge.
An Academic and Human Experience
Beyond the courses, the Summer School concluded with a festive cocktail reception, fostering informal exchanges between students, faculty, and guests. These networking moments created lasting professional relationships, opening the door to future career opportunities.
We warmly thank all the students, faculty members, industry professionals, and organizers who contributed to making the 2026 edition a true success.
We look forward to welcoming you to the Summer School 2027, which promises new encounters, new projects, and an even richer immersion into the worlds of luxury and sport business.
We would like to extend our heartfelt gratitude to all the professionals and alumni who contributed to the Luxury Management Track and the Sports Business Track of this Summer School. Their availability and insights allowed students to dive into the real challenges of today’s industries. Special thanks to John Kyle (Customer Relations, APM Monaco, IUM alumnus) and Guy Antognelli (Director of the Monaco Tourism Board) for their inspiring talks. We are also grateful to Joachim Schweier (Head of Marketing & Communications, The Dolder Grand Hotel, Zurich), as well as to the practical experience of Mystery Shopping in the Carré d’Or and the visit to the Monoïkos Boutique. On the Sports Business Track, we warmly thank Jordan Mercien (AS Monaco Basket) and Noemi Giraudo (IUM alumna, Registration Coordinator & Sales Assistant at Mediax for Sportel) for sharing their valuable perspectives. Thanks to them, this Summer School was a true professional and human immersion, marked by exchange, expertise, and passion.
Learn more about the IUM Summer School and upcoming editions on our website.
For any questions, contact the admissions team: admissions@monaco.edu
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