Some of the Core Courses offered in the MSc in Luxury Management, Specialization Brand Management
Please note that this list is not exhaustive and subject to change
This course will help the students to acquire the primary knowledge to identify the strategic challenges of a luxury firm and the process of designing a sound business strategy.
Underlying the approach of this course is the “service perspective”. According to this perspective, customers are not looking for goods or services, but rather for benefits or solutions to their problems. In other words, to be competitive, firms need to understand their selected customers’ total needs in order to design and deliver the core solution: the pertinent package of goods and services. But beyond that, the solution should also include other relevant billable, and non-billable services, such as invoicing, complaint handling, advice and personal attention, information, and other value-adding components. In this service perspective, the role of service components in building and maintaining customer relationships is fundamental and strategic, and sustainable competitive advantage can only be created by understanding and meeting every element of the individual customer relationship. Given the highly demanding and discriminating behavior and needs of the “luxury” buyer, effectively embracing and implementing the service perspective becomes even more imperative if a firm is to succeed in this highly competitive market.
This course will also examine, through various case studies and discussions, services as they relate to (as possible examples) the fields of hospitality, retail, wines, art, event management, and professional services.
In this course, students will learn how to create branding, design websites, SEO strategy, eye-catching digital advertising, engaging content, social media, digital PR, and – finally – how to create reports that will give you actionable visuals.
The purpose of the course is to provide an experiential learning environment where the connectivity of the different functions within a business is made explicit.
The emphasis is to assess the yachting experience from both a client and provider viewpoints and applying this knowledge in the final project focused on a business proposal.
Fashion is one of the largest industries in the world. Unfortunately, it is also the second most polluting industry after oil, an industry that has many negative social impacts along the value chain. The need for a more sustainable fashion, across all its segments including fashion luxury, is linked to both supply and demand drivers.
The analysis of different business practices aims at providing useful food for thoughts to consumers and managers that are willing to face the responsibility challenge in the luxury sector.
Professional Immersion (Internship or Thesis)
The Specialization in Brand Management ensures that curriculum matches the luxury business standards by working with luxury industry players.
The interaction with luxury companies happens through several possible activities:
- Attending professional guest lecturers and series of CEO conferences on campus (Chloé, Bulgari Hotel, Galeries Lafayettes, Façonnable, JWT, Parmigiani, Mauboussin, Gucci, Fraser Yachts, Wally, YSL, Safilo, Richemont, Ralph Lauren, Fendi, Cartier, Orient-Express…)
- Attending the most important luxury-related events (Car show in Geneva, Monaco Yacht Show and Luxe Pack in Monaco, TFWA in Cannes, Fiera del Mobile in Milan, International Jewelry Show in Valenza, Luxury Briefing conference in London…)
- Participating in field trips to reinforce understanding of professional expectations. You visit major firms or industrial plants in European capitals (L’Oréal, Hotel de Crillion Paris, Louis Vuitton, Valentino, Silversea Luxury Cruiseline, Bulgari, Gucci, Ermenegildo Zegna, Azimut Benetti Group, Fendi, Bulgari Hotel, Safilo, Ralph Lauren, Roberto Cavalli, Stefano Ricci,…), having the chance to go straight to the main source of the information.
- Taking part in employer branding presentations, inviting HR managers interested in communicating on the company’s values and business results, and in recruiting our students.
Alumni Testimonials
MSc in Luxury Management 2014 – Marketing Executive at Chalhoub Group
The MSc in luxury Management program at IUM has enhanced my time management and planning, critical thinking, presentation skills and leadership experience.
For marketing in particular, the subject content included matching academic models with real life case studies and encouraged me to look at innovative strategies to overcome the opportunities and difficulties mentioned. Rigorous practice of these activities is very helpful, as in a marketing role you are constantly going through similar activities and faced with similar questions, so it’s good to have a clear structure to follow to add value to the method and outcome.
IUM also has a class on social media which is really ahead of its time, particularly as luxury brands are only now just starting to accept the social media landscape and partnering with bloggers. We looked deeper at the consumers behind the bloggers, analyzed their impact (negative or positive) and longevity.
Participate to an open house
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