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Un diplôme certifié niveau 1 en Anglais pour devenir un spécialiste du Marketing du Luxe

Ce programme a pour vocation d’apporter aux étudiants les compétences nécessaires pour devenir les futurs leaders dans le secteur du Luxe, un secteur attrayant, dynamique et en perpétuelle évolution.

Entièrement dispensé en anglais, ce MBA couvre les différentes activités du luxe avec un focus particulier sur les cosmétiques, la haute horlogerie et la joaillerie.

De nombreuses visites professionnelles et des présentations d’entreprises jalonnent la formation, illustrant les apports théoriques abordés lors des différents séminaires.

Ce programme délivre le titre de Manager Marketing et Commercial, certification de niveau I, enregistrée au RNCP -code NSF 312n- par arrêté du 6 mai 2015 publié au J.O. du 27 mai 2015
Cette certification est accessible par la VAE.

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Specialized courses

Fashion Design, Styling and Trend Forecasting

Fashion and image respect the same rules, and for all professionals it is of upmost importance to be ever aware of the latest trends appearing in the landscape of the field, and therefore being able to forecast upcoming influences, in order to anticipate the desires of the public and always offering the best commercial balance in their collections.

High-end Watches Management

Students will be given an overview of the High-end Watches sector that requires specific operational management.

PR and Events in Luxury

This unit will drive trainees in analyzing and evaluating the strategies and tactics implemented by different fashion organizations to promote products, services and experiences at different market levels. How promote products, analyze the principles of communication theory, plan and develop communication and promotion strategies that take into consideration the target of the organizations and their relative positions using events as key tactical tools.

Brand Contents

Editorial content has long been accepted as having more influence on brand perception than advertising. Branded Content serves several purposes: customer entertainment, indirect advertising and social engagement. It has become a fundamental tool that bloggers and other online magazines can use for their websites or diffuse via traditional media.

Cosmetics and Perfume

The global objective of this course is to provide students with the necessary knowledge and tools to develop marketing strategies in launching a new fragrance within a luxury brand, in an international perspective.

Jewelry and Watches: an overview of trends and strategies of internationalization

The jewelry and watches market has been growing significantly over the past couple of years and is still continuing on an upwards trend. The most famous brands are loved the world over for what they provide the consumer: status and style. Brands currently operating in China and those who are considering market entry are looking back on 2013 as a period where growth in the premium luxury market slowed and the trend is looking to continue in 2014.

Art & Collaborations

The course prepares students to understand creativity & innovations and the important role that art and collaborations play in fashion luxury. At the end of the course the students will have a better grasp of how to develop brand concepts and work with creative people.

Visual Merchandising

This course will provide an in-depth introduction to visual display in the luxury sector, considering how visual display techniques are used in the luxury market. Case studies will be used as well as external visits to examine visual display on-site first hand. The course will analyze changing ideas of luxury in visual merchandising; from traditional ideas of luxury within flagship and department stores, heritage brands and fine jewelry, to pop up shops and concept stores and the use of new technologies. Lifestyle display will be considered as well as visual displays relationship with luxury branding, looking at visual display as a creative and commercial entity. Students will be expected to engage in discussion and analysis and take an interest in visual display outside of the conference.

History & Evolution of the Perfume Industry

This course will browse the main evolution this industry has been undergoing over the two last centuries so to understand the main trends that currently rein over it.

General Knowledge Based Courses

Wholesale Management & Operations in Luxury

To identify Luxury wholesale and franchising distribution in various and being able to develop and manage it while keeping the luxury brand image and reputation all over the world.

Luxury Retailing Strategies and Brand Retention

This course will embrace the main channels of distribution from the B2C market giving students a large perspective about the main retailing strategies and how to combine it efficiently so to achieve the Omni-channel channel. The brand retention as a key strategy to retain Customers within the portfolio of the Brand is also deeply approached.

Digital Media in Luxury

After an introduction to the reasons why the Luxury field took so long to consider e-business in its expansion and marketing strategies to promote their brands on the web, students will study the luxury digital market, consumer typologies, most significant digitalized luxury sectors, specificities & codes used for e-business luxury brands. Integration of digital in-store in the key luxury worldwide flagships will be shown.

Counterfeiting & Intellectual Property

This course will enable the students to understand the stakes involved in the counterfeit ‘industry’ and the threats that counterfeiting poses to major luxury brands. The subject will be approached from three levels – production, distribution and consumption. We will also examine what actions can be taken against counterfeiting and attempt to gauge their effectiveness. Students will also study national and international I.P. laws and protocols.

Luxury and Corporate Social Responsibility

After some hesitation, almost all major luxury brands have seriously embarked on CSR programs, which in most cases must be perceived not as superficial Public Relations exercises but as well-thought out plans to deal with new markets as well as with Human Resource and Customer Relation Management issues. Students will learn how CSR is important for developing a corporate personality for major groups like LVMH and Richemont and how they have incorporated CSR into their overall marketing and communications strategies.

International Strategic Management

The pace of business is getting faster and more complex. In order to make sense of so much information, managers need frameworks for developing clear and effective strategies. This course aims at giving strategic tools so that students will be able to think strategically in real business situations to make effective decisions.

Value Perception of the Luxury Industry

The course is very research-driven requiring some fieldwork as well. It prepares students to enter the workplace with knowledge and skills that can be immediately applied. The main focus is to analyze competitor brands relative to market and consumer trends by applying the latest theories and cutting-edge thinking. Students will able to work with real current unsolved issues faced by today’s leading as well as niche, luxury brands.

Creating High Luxury Brands

The course aims to prepare students to create their own brands with small means and provides knowledge and skills that can be immediately applied. The main focus is to analyze market and consumer trends, understand key success factors of award-winning high luxury brands and apply theories to devise strategy. Students work with real current market issues and opportunities faced by today’s new niche luxury brands.

Brand Equity Management

This course will enable students to analyze the current major strategy that consists in valorizing the brand equity of a given brand alongside the highly intense internal competition. The course will provide students with tools to analyze the brand equity through its ten strengths and to manage it appropriately according to the brand lifecycle.

Luxury Attitude and HR Management

Is the human dimension in luxury specific? The objective of this course is to try to answer this question in comprehending the reality of luxury’s human dimension inside and outside the company. Inside the company, one can find managers and employees, outside, employees and customers. Through the study of well-established patterns and theories, focusing on most recent research in consumer’s satisfaction, we will try to answer this question: is there a specific way to consider, apprehend and deal with humans in luxury?

Projets, Stages et Parcours Professionnels

ÉVALUATION – CESSION – TRANSMISSION D’ENTREPRISE

Les méthodes basées sur l’actif et le goodwill.
Les méthodes basées sur les DCF.
Les méthodes analogiques.
Cas particulier : le cas des start-up.

FINANCEMENT DES INVESTISSEMENTS ET PRIVATE EQUITY

Arbitrage sur les modes de financement (fonds propres, dettes, location, etc.).
Les approches décisionnelles en matière d’investissement.
Le financement des investissements immatériels.
La démarche des fonds d’investissement.

MARCHÉS FINANCIERS ET TRÉSORERIE D’ENTREPRISEE

Budget et centralisation des opérations de trésorerie intra-groupes.
Placements et modes d’intervention sur les marchés financiers.
Couverture par les dérivés.

INGÉNIERIE FINANCIÈRE

Les montages de haut bilan (arbitrage fonds propres / dettes, étude des différentes actions et obligations, mise en place de BSA).
Les offres publiques (OPA, OPE).
Les IPO (Initial Public Offering) et le rôle des intermédiaires.
Les financements structurés.

FUSIONS-ACQUISITIONS

Les stratégies de croissance externe, de taille critique, de synergies.
La légitimité et les motivations des fusions.
L’analyse stratégique, financière et organisationnelle des fusions.
Le cadre juridique et fiscal des fusions, acquisitions et apports partiels d’actifs.
Les moyens de défense contre les acquisitions hostiles.
Les incidences comptables et le régime fiscal des fusions.

ANALYSE FINANCIÈRE APPROFONDIE

Diagnostic sur les comptes individuels et sur les comptes consolidés.
Étude de la profitabilité, de la solvabilité, de la structure financière et de la rentabilité (ROCE, ROE).
Analyse de sociétés cotées et de sociétés non cotées.
Étude des business plans.
Les arbitrages comptables et la compatibilité créative.
L’analyse côté sell side/buy side.

FINANCE IMMOBILIÈRE

Spécificités du marché de l’immobilier.
Les différents produits.
Méthodes de valorisation et transmission des actifs immobiliers.
Évolution du marché à travers les indices.
Gestion de portefeuilles d’actifs.
Fiscalité immobilière.

OPÉRATIONS À EFFET DE LEVIER (LBO)

Les opérations de LBO (acteurs, typologie, outils…).
Les financements mezzanine.
Les enjeux de la dette (bancaire, obligataire).
Mise en place de holding et incidences en matière de trésorerie.
Déroulement d’un montage LBO (du deal flow jusqu’au pacte d’actionnaires).
Gouvernance des sociétés sous LBO.

RSE (RESPONSABILITÉ SOCIALE DES ENTREPRISES)

Diagnostic de sociétés cotées.
Les arbitrages comptables et la comptabilité créative.
Les critères extra-financiers (étude environnementale, sociale et sociétale).
Critères nationaux et internationaux.

Découvrez toutes les formations Luxury & Wine en M1 à Bac+4 de l'INSEEC


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