MSc in Luxury Management - Brand Management - Courses - International University of Monaco

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

LUXURY INDUSTRY AND COMPETITIVE ANALYSIS

We provide you with the opportunity to critically review microeconomic and macroeconomic theories, conceptual frameworks and other models in order to understand the dynamics of a given industry and to conduct in-depth analysis within the Luxury Goods industry. All this culminates in the preparation of an Industry Analysis Report in which you should demonstrate the knowledge acquired throughout this MSc in Luxury Management course.

MARKETING OF LUXURY GOODS & SERVICES

This MSc in Luxury Goods and Services course provides an overview of the entire luxury marketing management process in a global context. It explores the role marketing plays within luxury companies and focuses on the development and analysis of consistent marketing strategies. It describes how consumers are the focus of all marketing actions and how environmental changes influence marketing strategy development and implementation.

LUXURY COMMUNICATIONS AND MEDIA PLANNING

This MSc course introduces you to the ways in which marketing communications are used within the global brand marketing strategy, with a specific focus on the luxury industry. It examines ways in which communication strategies establish a dialogue between providers of a luxury product and their respective publics or markets.

ORGANIZATIONAL BEHAVIOR IN THE LUXURY INDUSTRY

This MSc in Luxury Management course focuses on organizational behavior and systems, and human resource management for the luxury industry. It concentrates on the variables that affect behavior at the individual level and then goes on to a thorough examination of the foundations of group dynamics.

AUDIT OF LUXURY SERVICES

This Master of science course will develop a framework for understanding the essential elements needed to audit “the service” that is provided in luxury companies. It emphasizes learning more about customers’ needs and behaviors in order to develop stronger and more efficient relationships with them. The final session examines how to effectively present and communicate the audits to a luxury company, which will then be presented publicly, in a professional, quantitative and qualitative manner.

CRM & CLIENT DATABASE MANAGEMENT

This MSc in Luxury Goods and Services course approaches its subject matter from a relational viewpoint. That is, it emphasizes learning more about customers needs and behaviors in order to develop stronger relationships with them, through technology and by integrating information about consumers, sales, marketing, responsiveness, and luxury market trends. Topics include CRM and the sales force, and the use of CRM software to manage a sales force; lead and contact management tracking; forecasting sales leads and the importance of conversion rates; customer interaction and the Web; and call centers and help desk management.

You will learn how to use CRM technology to gain insight into customers and understand the critical value customers possess. On completing the course, you will understand the importance of using CRM software to create, track, and manage partnerships, contracts, and agreements; and in distribution management.

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

Jessica Campbell, Australian,
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.