This program teaches students to master marketing, commercial and strategic specificities of the luxury market that becomes more accessible. Thereby, this MBA first year (4 years after high school in France) trains international managers in luxury brand management, and more precisely, in the fields led by French firms: Wines and Spirits, Hotel Business and Gastronomy, Fashion, Jewelry and Perfume, Art and Deco.
The MBA Luxury first year is taught in English. It welcomes participants from all over the world in two recognized cities of prestige: Paris, epicenter and birthplace of luxury, and Bordeaux, world capital of fine wine.
Students benefit from in-depth insights into the cultural dimensions of luxury, practical courses on different industry segments and analysis of existing and emerging consumers and markets.
Budget management and financial dashboards
The objective is to acquire key skills in terms of budget management and reporting. Particular emphasis will be placed on: budget architecture, with the implementation of financial documents, project management control and its link with budget management, creation and management of financial dashboards.
Business plan and business creation
This module teaches how to create and carry out a business plan: the conception and costing of a project, or the development of a business. Several stages are addressed: feasibility studies, targeting the right market, opportunities and risks, strengths and weaknesses, communication, financing plans and profitability.
A precise methodology for analysing customer needs, market structure and competitor dynamics to identify opportunities and threats to the business environment.
This seminar focuses on negotiation in a national and international context; how participants must take into account the cultural dimension and its impact on international negotiations. National negotiations will focus on the sales process through role play.
Improving English-language comprehension and communication skills in professional English and also in a broader context. Students are given the opportunity to take the TOEIC exam.
This module aims at deepening students’ skills in computer science: from technical bases to the typical architecture of computer systems and operating systems, as well as office tools (Excel, Access, PowerPoint ).
The business game is carried out using a management simulator. Groups of students are responsible for running a business in real time. All major functions of the company are covered. Students will make decisions designed to maximise the profitability of the company.
What makes a successful business person? Internal and external communication skills; managing your priorities and deadlines; organization and time management skills; how to be a great listener, writer and speaker; effective sales techniques; effective group dynamics and project management skills; understanding international business culture.
Introduction to History and Origins of Luxury
Insights into the historical, anthropological and sociological foundations of luxury.
Review of the key players, groups and brands in luxury, and introductory “who’s who” in the luxury business.
International Brand Management and Marketing
Branding strategies and management from a luxury perspective.
Review of traditional luxury marketing tools: brand positioning, architecture and portfolio management.
How do luxury houses remain close to their heritage and pursue international growth?
Marketing Tools and Applications in the Luxury & Fashion Industries
An initial perspective on management tools such as market research, demand forecasting, CRM and consumer tracking techniques, and how these are used in the luxury business.
Traditional and New Communication Strategies
An overview of existing and new communications tools such as web marketing and social media, and their application to traditional luxury brands.
How to manage new techniques in this fast-moving area.
Overview of Traditional and Emerging Markets
Insights into established markets for luxury goods and an introduction to new and emerging economies such as the BRICS countries and beyond.
How to approach these new markets and to develop the right product, distribution and retail structures.
Luxury Brand Strategies
Using examples of leading international groups (LVMH, PPR, Richemont, etc), an introduction to portfolio management, pricing strategy and consumer perceptions.
Analysis of the impact of such factors on financial results and brand equity.
Wine Culture and Tasting
An introduction to the complex art of wine tasting and appreciation, including practical exercises and exposure to qualitative evaluation techniques.
Poursuite en 2e année de Master of Science / MBA
Ce Master of Business Administration 1 Luxury mène :
- au MBA 2 Luxury Brand Management, Food and Wine,
- au MBA 2 Luxury Brand Management, Jewelry & Cosmetics,
- au MSc 2 Luxury Management, Fine Food & Tourism,
- ou au MSc 2 Fashion Marketing, Design & Brand Strategies,
Des passerelles sont également possibles avec les formations de 2e année du Pôle Marketing.
Exemples De Stages Réalisés Par Les Etudiants Du Programme
YVES SAINT LAURENT
CHÂTEAU PAPE CLÉMENT
CONSEIL DES VINS DE SAINT-ÉMILION
CHÂTEAU LA LOUVIERE
Assistante commercial marketing
REGENT GRAND HÔTEL DE BORDEAUX
GUANGXI SUGARCANE RESEARCH INSTITUTE
Service digital marketing
GRAND HÔTEL DE BORDEAUX & SPA
SC CHÂTEAU BEYCHEVELLE
Assistante commerciale et administration des ventes
GEORGIO ARMANI RETAIL FRENCH BRANCH
Découvrez aussi toutes les formations Luxury & Wine en M2 à Bac+5 de l'INSEEC
- Cosmetics Industry & Luxury Management
- Fashion Marketing, Design & Brand Strategies
- Luxury Innovation London
- Luxury Management, Fine Food & Tourism (50% anglais / 50% français)
- MBA Luxury Brand Management, Food & Wine
- MBA Luxury Brand Management, Jewelry & Cosmectics
- MBA Spirits Marketing & Management
- MBA Wine Marketing & Management