Experiential education is at the core of the International University of Monaco’s strategy.
Students have the opportunity to work on concrete projects, sourced by companies, and to have them actively involved in strategic decision-making and recommendations to specific corporate opportunities, challenges and issues.
This year, MSc in Marketing of Luxury Goods and Services students are working with the Shirò brand, specialised in men’s and women’s clothing and accessories and Porsche, the famous German automobile manufacturer specializing in high-performance sports cars, SUVs and sedans.
SHIRO would like the IUM students to develop ideas and strategies in the form of an Integrated Communications Strategy (offline and online) that will support SHIRO’s growth objectives for 2019 and beyond.
Whilst developing their recommendations, SHIRO also wishes to understand the opportunities they believe exist to communicate the Artisanal nature of the Brand, whilst also building and deepening existing Client relationships through CRM & Social Media activities.
Finally, students are to consider the potential and practical ‘Reach’ of SHIRO. Key markets include the Middle East, USA, Europe and China, all of which represent both large & culturally very different audiences. SHIRO acknowledges that it cannot be everywhere, so recommendations are expected on where it should focus its growth efforts in 2019.
Our students employ the design thinking method to explore and test potential brand cooperations for Porsche. Therefore, they conduct qualitative and quantitative market research, focusing on the HNWI / UHNWI customer segment (High net worth individuals / Ultra High net worth individuals).
No doubt that doing your MSc in Marketing of Luxury Goods and Services degree at the International University of Monaco will provide you with a unique, unrivalled and “one-of-a-kind” experience in so many different ways.
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