LUXURY MARKETING & EVENT MANAGEMENT 2 weeks: from July 1 to July 12, 2019
With more than hundreds of events within a year, the Principality of Monaco proves to be one of the favorite place between the French and Italian Riviera to organize international events. Take your first step into event management process to learn how to manage a personal or professional event.
A strong brand is the most important tool for any company in both product or service sectors in order to be profitable and last for a long period of time. But building a strong brand is not an easy task as the competition to attract consumers’ attention and preference is absolutely ferocious. This course illustrates the main steps of building a powerful brand. It starts from identifying the customers and their needs, trying to meet those needs and ensuring satisfaction, which may affect their post-purchase behavior and loyalty. Accordingly, in order to attain business success, it is important that managers understand consumer behavior and what, when, why, where and how consumers choose products and services.
The luxury industry has experienced strong annual growth over the last two decades and continues to do so. High-income worldwide consumers are now searching for unique and memorable service experiences, either in the hospitality sector (leisure or business) or in their daily life (services) providing them high-end well-being and unrivalled personal status. As a result, luxury industries and brands are shifting their marketing strategies to reach this new audience, giving rise to innovative concepts, strongly supported by new digital technologies. This course focuses on the increasingly complex behavior of luxury goods consumers and their premium requirements, new marketing responses from traditional luxury brands and the fast-increasing value-added service industry.
The course approaches the way professional event managers design and prepare an international event. It equips students with the skills to organize different kinds of events. From the project’s design itself, to the implementation of very specific actions, through team management, each step is analyzed to provide a flawless preparation of the perfect event.
An event involves the coordination of different professionals, and in order to gain entry to an exciting events management career, students discover the show business from the business management perspective to the creative elements (performers, music, art…).