MBA Luxury Brand Management, Food and Wine

Objectif du programme

No longer the rarified domain of a privileged few, today’s international luxury industry is truly global in scope. More and more companies are looking for specialists to manage and grow luxury brands in an increasingly complex business environment.

This program, taught entirely in English, provides the necessary skills to become a leader in international luxury management. Highly international, the program welcomes participants from around the world and immerses them in the spirit and practicalities of all aspects of luxury.

The program combines in-depth insights into the cultural dimensions of luxury with practical courses on different industry segments and extensive analysis of existing and emerging consumers and markets.

Students participate in a variety of seminars taught by industry leaders, workshops run by recognized experts, and visits to leading companies. They develop a thorough understanding of both hands-on management tools as well as exclusive brand strategies across a broad range of luxury sectors. This comprehensive program is designed to equip students with the necessary global outlook, specialist understanding and management skills needed to become the future leaders of an exciting and increasingly global industry.
 
 

The MBA Luxury Brand Management provides a broad business education as well as specialist instruction in unique aspects of managing in a luxury environment :

Personal Development Workshops and Seminars

A range of workshops and seminars is offered to facilitate participants’personal and professional development.
Topics include :

• presentation skills and report development
• resume preparation
• networking skills
• information technology
• interview skills and self presentation
• company visits
• individual coaching and career development advice
• seminars on current affairs and business trends

Courses

LUXURY BRAND MANAGEMENT

Introduction to Prestige and Luxury

Understanding the history and development of luxury in France, Italy and beyond.
Analyzing the social, artistic and creative dimensions of luxury.
Decoding the unique spirit and semiotics of luxury and prestige.
Examining the role of heritage, innovation and exclusivity in luxury brand management.
Luxury and the response to the challenges of premiumization

International Marketing and Brand Management

Managing creativity and innovation.
Importance of existing versus emerging markets for luxury goods.
International brand positioning and competitive analysis.
Market entry strategies and brand development

Communication Strategies in a Global Environment

Brand positioning and consumer targeting.
Luxury advertising and public relations programs.
Sponsorship and celebrity endorsement strategies.
Managing international pricing policy, exclusivity and brand image.

Consumer Behaviour: an In-Depth Approach

Mapping the changing profile of global luxury consumers.
Targeting the luxury consumer in mature and emerging markets.
Understanding social, cultural and behavioral characteristics of consumers.
Examining luxury retail concepts and the development of new distribution channels.

E-Business

How to develop the multi-channel strategy of a brand undertaking the online strategy whilst maintaining the luxury brand image?

CORE BUSINESS SKILLS IN THE LUXURY INDUSTRY

Financial Management and Strategic Planning

Financial planning and budgeting.
Cost controls.
Mergers and Acquisitions strategy.
Brand equity and return on capital employed.
Corporate planning and the business cycle

Supply Chain Management

Raw materials sourcing and supply.
Production processes and controls.
Quality assurance systems.
Application of new technologies.
Controlling the distribution network.

Legal and Regulatory Issues

Product licensing, contracts and control of brand image.
Protection of intellectual property.
Counterfeit and parallel imports.
International regulatory and tax environment.

Organization and Human Resources Management

Human factors in the luxury industry.
Organizational behavior and design.
Management and training issues in an international environment.

International Negotiation Strategy

Preparing and implementing a negotiation strategy.
Mastering different negotiating techniques.
Cultural, social and behavioral aspects of negotiation.
Identifying successful ‘win-win’ strategie.

Luxury Retailing Strategies

This course aims at giving a global picture of the main luxury retailing strategies as key factor of success and differentiation in highly intense competitive markets, from the store formats according to the brand positioning to its management which encompasses customer relationship management, visual display and sales force strategies.

CHAMPAGNE, WINE AND SPIRITS MARKETING

Strategies of Leading Champagne, Wine and Spirits Brands

The role of the independent family-owned business.
Brand portfolio planning in international drinks companies.
Managing international distribution partnerships.
Growth strategies in mature and emerging markets.
Developing an international strategic plan.

Field Trips

Visits to leading wine chateaux, champagne and cognac houses.
Technical instruction on œnology.
Biochemistry and art of vinification, blending and ageing.
Tasting sessions: visual, olfactory and gustative elements

Champagne, Wine And Spirits Marketing

Product life cycles and new product development.
Balancing innovation and heritage in brand development.
Understanding the markets of Europe, Australasia and the Americas.
Designing an international marketing plan

Packaging Design For Champagne, Wine And Spirits

Brand identity and visual design in packaging development.
Managing new product development projects.
Developing line extensions, visual merchandizing and promotional materials.
Practical seminars led by international brand champions.

Retail Wine Business Management

How to select and manage its wine range: the importance of the wine selection in a retail wine business’s positioning and qualitative recognition.

KEY SECTORS IN THE LUXURY INDUSTRY

Fashion and Haute Couture

The role of haute couture in defining ultimate luxury.
Managing an international fashion business.
Understanding the role of creativity in a luxury brand.
Successful international pricing policies for luxury brands.

Luxury Accessories

Democratization and exclusivity in perfumes, cosmetics and accessories.
Global trends in watches, fine jewelry and leather goods.
Managing the paradox of uniqueness and accessibility in the luxury business.
Art, heritage and tradition in the luxury product mix.

Luxury Hospitality, Travel and Gastronomy

Brand positioning and development in the prestige hotel industry.
Trends in luxury travel and tourism.
Trends in luxury spa and wellness concepts.
Destination marketing, gastronomy and the role of the celebrity chef.
Developments in gourmet food retailing.


Les cours peuvent varier selon les campus. Renseignez-vous auprès de l'école de votre choix pour plus d'informations.

Projets, Stages et Parcours Professionnels

STAGES ET 1re EXPÉRIENCE PROFESSIONNELLE DES ÉTUDIANTS DU PROGRAMME

Stéphanie BIABAUT Marketing & communication manager - HOTEL PARK HYATT PARIS-VENDÔME Marie-Julie BOYER Sales manager - CHLOE INTERNATIONAL Raphaëlle CAMPION Wine event organizer - IMM INTERNATIONAL Xiyin CHEN Assistante des ventes - BALENCIAGA Marie-Anne DEVOUGE Assistante commercial événementiel - THE REGENT Grand Hôtel de Bordeaux Marjorie GALLIANO Project manager e-business - CHRISTIAN DIOR Anna GIERMEK Adjointe de direction - GARRIGAE HOTELS & RESORT Fanny LARRECHE Marketing assistant - BULGARI BENELUX Thomas LECLERE Assistant chef de produit - CLS RÉMY COINTREAU Cointreau Yu LEI Real estate agent - AVKS Shan LIN Merchandising assistant - BURBERRY   Vanessa MACHADO Assistante marketing - V.MANE FILS S.A Jean-Bruno MARTIN Assistant marketing - JDI Fashion Marine MEAUX Assistante qualité et communication - SOFITEL LUXURY HOTELS Stéphanie MOREJON BLAS Assistante chef de projets marketing clientèle internationale - PRINTEMPS Julie RAMEY Responsable stratégie & développement - INFINEST GROUP Martha RAMUS LIMA Assistante CRM et développement client (Zone Europe du Nord) - LOUIS VUITTON Elizaveta SAMARKOVA Assistante responsable de ligne - GIORGIO ARMANI Loubani SARA Assistante marketing - FBL CONSEIL Lin SHAN Assistante marketing - BURBERRY France Christina-Tereza YPSILANTI Sommelier/responsable des relations publiques - CAVO TAGOO MYKONOS

EXEMPLES DE TRAVAUX DE RECHERCHE RÉALISÉS PAR LES ÉTUDIANTS

Development of the global spa industry and future trends Culture impact and the consumption phenomenon towards luxury goods in Taiwan Obvious and non obvious paradoxes on the rare & prestigious violin art market How does French luxury wine develop in Chinese market? The Martinican Rum NEISSON and the Spirits Luxury Sector The present market of Chinese cloisonné and its prospect in the future The luxury financial service brand equity research   The Limitation Luxury Bag in Chinese Market Magazine Advertisement in the Luxury Industry The attempt of luxury fashion second brands operate in West China The CSR policies of leading luxury brands and their eventual implementation in China E-luxury, a threat or an opportunity of distribution for luxury brands? Analysis of a strategic development of a men’s fashion brand in China The Feast of the rich?-The investigation of Chinese luxury exhibition The crisis in the luxury industry