MSc in Marketing of Luxury Goods and Services - Courses - International University of Monaco

Some of the Courses offered in the MSc in Marketing of Luxury Goods and Services

Please note that this list is not exhaustive and subject to change

CONSUMER EXPERIENCE

This course investigates the dynamics of human behavior and how it relates to decision making in the global marketing environment.

Initial introductory concepts of the course relates specifically to culture and the dimensions of culture, which explains differences and similarities in consumer behavior.

It highlights divergence and convergence in consumer behavior, the emergence of global consumer culture and ethnic consumption, and the impact of acculturation and enculturation on consumption. It reviews the cultural aspects of the most common theories of consumer behavior at the various levels. At the individual level we address, motivations, the self, and mental processes, cognitive styles, perception and learning. At the social level we discuss group memberships, social classes, conformity, public and private meanings.

The consequences for consumer research techniques, segmentation, targeting and positioning and communication strategies across culture are presented. The course focuses on the consumption domains most impacted by culture, such as sports, food and beverages, luxury goods and services, fashion and beauty products.

BRAND MANAGEMENT

There are many different perspectives on brands and branding. To establish successful brands, managers need to understand the impact of these perspectives on brand building processes. This course will introduce you to the most widespread and some very recent ideas concerning the nature of a brand and their impact on branding.

The course will combine brand management knowledge with practical application, and develop a framework for understanding the essential ingredients of effective branding. The course covers topics such as brand positioning, architecture, extension, monitoring, image building and change, brand personality and identity, internal branding, and brands as social processes. We will discuss how to analyze, to design and to influence brands and branding processes.

RELATIONSHIP MARKETING (CRM/SRM)

This course explains the concept of relationship marketing / CRM and details the different strategies and tools companies can use to improve the customer acquisition and retention, in order to maximize profits.

MARKET RESEARCH

Marketing research provides managers’ information and knowledge of various aspects of the market in order to make better and justified decisions. This course provides a comprehensive knowledge in marketing research and hands-on exercises in planning and executing research as well as analyzing the findings to make decisions.

Students will:

Get acquainted with the opportunities and limitations associated with market research methods
Become familiar with standard data collection methods, such as qualitative studies, experimental studies, surveys, and secondary data
Develop the skills needed to interpret market research
Understand the key methods that can be used to analyze data

INTEGRATED COMMUNICATION AND SOCIAL MEDIA

This course is concerned with the development, evaluation, and implementation of integrated marketing communication strategies. The course deals with an in-depth analysis of a variety of concepts and theories in topics that include various communication functions, media alternatives and the integrated marketing communication concept.

This course is delivered by CREA Geneve, the reference in training students for careers in the fields of marketing, communication, digital and artistic direction in Switzerland.

DIGITAL MARKETING

The course provides insights to the latest trends in digital marketing as well as theories, methods and tools to manage the firm’s on-line presence.

This course is delivered by CREA Geneve, the reference in training students for careers in the fields of marketing, communication, digital and artistic direction in Switzerland.

Professional Immersion (Internship, Thesis or Applied Project)

At the end of the academic year, the applied research project or the internship offer you the opportunity to apply the theory gained in the courses and to further develop your interests and competencies in a chosen field of specialization.

In your internship search, you are supported by all IUM faculty members and by the IUM Career Office that provide you with information and guidance on the marketing job market places and help you throughout the year to carefully prepare your applications in these competitive markets.

Anchored in the IUM teaching philosophy, most of the Digital Marketing courses combine the rigorous theoretical approach of IUM professors with the concrete views of marketing professionals.

Throughout the year, renowned marketing experts come at IUM to share their view on international markets trends, forecasts or on the innovation.