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

Leading a luxury firm requires a deep understanding of the fundamental strategic challenges. Today we live in a very dynamic and constantly changing environment. Given the impact of the digitalization of business models and the arrival of a new generation of consumers, the role of the strategy is more relevant than ever.

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.

This course introduces students to quantitative methods used for the control of facilities, manpower and material in logistics, operations and project management. The course seeks to illustrate that operations management is indispensable to good corporate management regardless of the sector. It assists students in understanding the link between effective general management and the principles and techniques of managing operations in the modern firm by demonstrating applications in both the service and the manufacturing sectors.
This course will examine the unique aspects of services management and marketing, with a particular focus on services in the luxury environment. The methodology used will be both theoretical and practical.

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.

Digital marketing is only growing in importance; even luxury companies are shifting more of their budgets to focus on digital touchpoints. Students will understand the fundamentals of digital marketing strategies tied to many different parts of a business, from branding to e-commerce.
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.
Business Simulation is a practical, integrative business course that enables students to develop a simulated business situation. Acting as a board of directors, students set the direction for the company to build up the business by making decisions related to its strategy, finance, market, operations, staffing, and innovation. It aims to foster interdisciplinary decision-making in a simulated environment and to prepare students for the problems and issues of working in a changing and uncertain world.
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.
This course will focus specifically on the role of design in generating innovative products and creating value, introducing the following concepts: product form, product meaning, product character, product identity and brand identity. Design driven innovation and design value will be illustrated with relevant theories and concrete examples from the Furniture, Furnishing and Fashion sectors. In addition, students will put their understanding and creativity into practice by developing a project: a team design strategy project in the luxury field. At the end of the course, students will be asked to deliver two final assignments in PPT format.
The course aims to examine and recognize the yachting industry challenges and opportunities. In particular, upon the conclusion of the course, the students shall identify, examine and discuss the yachting industry market sectors (charter, brokerage, and new builds), players, and actors including relevant insight into global industry dynamics, constraints, and key regulatory, legal and customs issues.
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.
This course introduces students to the luxury business regarding the diamond niche market. The course is organized in three main sections. The first section is about the formation, the evaluation of diamond four C’s and the grade of that gems using technical instruments. The second part is dedicated to the analyse of the colored gemstones and the use of technical instruments. The third part is dedicated to the market. Analysing the possibility to invest in a commodity and to diversify an asset portfolio. The course will include a short assignment to be carried out during the course. Students shall work specific on assignment in groups of 2 to 3 participants and shall present their findings. The combination of lectures, talks by professionals and participation shall enable student to gain a basic understanding of this niche and highly complex global market.
This course introduces students to the practices of Public Relations and explains the role and place of PR in relation to marketing and advertising. The course examines PR as a process that includes four steps such as research, strategic program planning, communication/execution, and evaluation/measurement. Students will gain knowledge of the most common PR strategies, including crisis management, CSR communication, and its most visible techniques and tactics, including written, spoken, and visual tactics along with media relations, internet, and social media. Also, the course examines the application of PR in the luxury sector. The theoretical material presented during the lectures will be supported by several case studies and will be followed by group activities.
The course provides an overview of the topic of CSR in fashion & luxury.
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

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.

Join us at our
next open doors!

More info about
this program

Ask to be called back by
the Admissions Manager

Participate to an open house









INSEEC U. undertakes that the collection and processing of your data made from this website, comply with the General Regulations on Data Protection (GRDP) and the Data Protection Act.
Read more

More info about this program


INSEEC U. undertakes that the collection and processing of your data made from this website, comply with the General Regulations on Data Protection (GRDP) and the Data Protection Act.
Read more

Ask to be called back by the Admissions Manager


INSEEC U. undertakes that the collection and processing of your data made from this website, comply with the General Regulations on Data Protection (GRDP) and the Data Protection Act.
Read more