Summer School : International Marketing


2 weeks: from July 2 to July 13, 2018

In this course students will become familiar with the key concepts and activities related to international marketing, finance and premium services.

Communication skills are enhanced through a consideration of the techniques of marketing and students are introduced to the particularities of the luxury sector and Monaco’s role in this area.

We will explore these new perspectives of luxury marketing in a changing World. Emerging markets are booming, creating what some have called a two-speed economy.

The luxe sector thus sees itself serving a more globally mobile consumer with more and more varied cultural expectations of luxury. Indeed, leaders should keep a close eye on the changing business landscape and reframe their mental models to develop capabilities for purposeful emergence.

This course will focus on luxury sector internationally in a marketing point of view and will enable students to appreciate and understand its new trends over the next decade with a special attention brought to real estate, the Chinese luxury sector and luxury consumers and Indian gem & jewellery industry’s global environment and multicultural dimension(s).
The luxury industry is experiencing strong annual growth over the two last decades, expecting to generate 250 billion Euros in 2014.

However, not only focusing on “bling-bling” luxury fashion and jewellery brands, 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 (conciergerie service) providing them high-end well-being and unrivalled personal status.

As a result, the 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, the new marketing responses from traditional luxury brands (such as Breitling, British Airways, SBM or Mandarin Oriental) and the fast-increasing value-added concierge service industry.

Students are invited to engage with their professors and guest speakers on a variety of themes from the International Business Environment in Monaco to visits to the surrounding beauty of the Riviera with its many and diverse centers of interest.

Participate to
an open house

More info about
this program

Ask to be called back by
the Admissions Manager

Participate to an open house

No open day at the present time

More info about this program

Ask to be called back by the Admissions Manager