Les cours peuvent différer selon les campus. Pour plus d'information, veuillez contacter le campus qui vous intéresse Paris, Bordeaux, Chambéry.
Une formation d’excellence, certifiée niveau 1, 100% en Anglais
Today’s luxury industry is growing fast and is truly global. Companies, both individual brands and large groups, are looking for international managers to drive their growth worldwide. This program is taught primarily in English, with some seminars given in French. It is designed to give students the necessary skills to work in this challenging and increasingly complex environment.
We welcome students from around the world, and immerse them in all aspects of the luxury industry.
Seminars are led by luxury professionals and are supplemented by visits to leading companies across all sectors of the industry. An important feature is our program of feld visits during which students are introduced to key players and gain first-hand experience of luxury companies.
Ce programme délivre le titre MANAGER MARKETING ET COMMERCIAL INSCRIT AU RNCP AU NIVEAU 1 SOUS LE CODE NSF 312N, ARRÊTÉ DU 6 MAI 2015 PUBLIÉ AU JOURNAL OFFICIEL LE 27 MAI 2015. Cette certification est accessible par la VAE.
Découvrez les autres programmes du pôle Luxury & Wine :
- MBA2 Wine Marketing & Management
- MBA2 Spirits Marketing & Management
- MBA2 Luxury Brand Management, Jewelry & Cosmetics
- MSc2 Fashion Marketing, Design & Brand Strategies
JE M'INSCRIS à CE PROGRAMME
Program Coordinator :
Eric CASTELNEAU
Paris
Paul DAWSON
Bordeaux
« A HIGH-LEVEL SPECIALIZATION DEDICATED TO INTERNATIONAL LUXURY BRAND MANAGEMENT »
The luxury industry is one of the biggest in the world and it will increase still further in the next ten years.
Familiarity with FRENCH EXCELLENCE in areas such as luxury fine food, spirits, wine and luxury tourism is a real asset for students who want to learn about this industry.
Courses
PERSONAL DEVELOPMENT
WORKSHOPS & SEMINARS
A range of workshops and seminars is offered to facilitate participants’ personal and professional development. Topics include :
- Company visits; information technology and the multimedia (Excel, Power-Point applications); performance building and individual coaching (practical exercises): preparing a professional “résumé”, interview skills and self presentation; presentation skills and report development.
- Recruitment meThods; public speaking; networking skills; negotiation techniques; conferences on current topics and issues, individual coaching and career development advice.
LUXURY BRAND MANAGEMENT
INTRODUCTION TO PRESTIGE AND LUXURY
Understanding the history and development of luxury worldwide. Analyzing the social, artistic and creative dimensions of luxury. Decoding the semiotics of luxury and prestige. Examining the role of heritage, innovation and exclusivity in luxury brand management, and the response to challenges of premiumization.
LEADING BRAND AND COMPANY STRATEGIES
Developing an international strategic plan. Brand portfolio planning in international groups. Growth strategies in mature and emerging markets. Managing international distribution partnerships. The role of the independent family-owned business.
CONSUMER BEHAVIOR : AN IN-DEPTH APPROACH
Mapping the changing of global luxury consumers in order to better define marketing targets.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.
INTERNATIONAL MARKETING AND BRAND MANAGEMENT
Managing creativity and innovation. Insights into existing and emerging luxury goods markets. International brand positioning and competitive analysis. Market entry strategies, brand development and international pricing strategies.
COMMUNICATION STRATEGIES IN A GLOBAL ENVIRONMENT
Examining communications strategies and consumer targeting. Luxury advertising and public relations programs. Sponsorship and celebrity endorsement strategies. Managing international exclusivity and brand image.
DIGITAL MEDIA & ONLINE LUXURY
How the web is transforming the luxury customer experience, from online shopping to the latest developments in social networking. Review of luxury e-strategies.
CORE BUSINESS SKILLS IN THE LUXURY INDUSTRY
FINANCIAL MANAGEMENT AND STRATEGIC PLANNING
Financial planning and budgeting, cost control, merger and acquisition strategies. 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. Combating 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.
LUXURY RETAIL
Insights into sophisticated developments in the consumer retail experience. A review of retail strategies from bricks and mortar to today’s multi-channel purchasing activity. 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
KEY SECTORS IN THE LUXURY INDUSTRY
CHAMPAGNE, FINE WINES AND GASTRONOMY
Product life cycles and new product development. Developing line extensions, visual merchandising and promotional materials. Brand identity and visual design in packaging development. Tasting sessions, field trips and visits by leading chefs.
Introduction to the trending luxury cuisines and up and coming markets.
LUXURY HOSPITALITY
Understanding developments in the luxury hotel industry, from grand palaces to boutique-hotels, and major international chains. A survey of historical and up-to the minute trends.
FASHION AND HAUTE COUTURE
An introduction to the role of haute couture in the luxury industry. Insights into managing an international fashion business. Understanding the role of creativity in a luxury brand. Successful international pricing policies for luxury brands.
LUXURY TRAVEL AND TOURISM
An insight into the business of private jets, personalized itineraries and signature destinations. How innovation is transforming bespoke tourism. Success strategies, trends and developments.
LUXURY ACCESSORIES
Democratization and exclusivity in perfumes, cosmetics and accessories. Global trends in watches, jewelry and leather goods. Art, heritage and tradition in the luxury product mix.
ART AND AUCTIONS
How international art companies and auction houses are taking an increasingly prominent role in the business of luxury. A review of how this sophisticated business works, and of the global opportunities in this field.
Nicolas MARTINEAU
Co-founder et Directeur générale associé
LES 3 PINARDIERS
Shreya GUPTA
Brand Ambassador
PRADA
Florian BOGGIA
Sales associate
LOUIS VUITTON
Meiling JING
Assistante Commerciale
HERMES
Guillaume FENART
Marketing communication sales manager
BRIAU
Tom GHOUL
Directeur commercial national réseau CHR
François LURTON
Tom GHOUL
Directeur commercial national réseau CHR
François LURTON
Arelhi MIRANDA
Restaurant owner
VISANTO (Mexique)
Tianxiu ZHAO
Assistante commerciale
VINICOEUR
Caroline SORLUT
Export & maketing manager
COGNAC LISE BACCARA
Camille OLLIVIER
Manager assistant
EPICERIE FINE DOU DICI (Canada)
Janka GELENCSER
Sommelier ( Hongrie)
Clément VILCOCQ
Responsable développement commercial
CAVA 57 (Mexique)
Laura PONSARDIN
Digital communication
VEUVE CLICQUOT PONSARDIN
Jean Baptiste MALLET
Regional account manager
DELIVEROO
Marie KRIEG
Coordinatrice de marques
LES BELLES PLACES
Agathe LE DIMNA
International key account manager
EXTERION MEDIA
Julie MARTIN
Responsable commerciale régionale
MADEMOISELLE DESSERTS
Emilie CARTON
Assistante communication interne
REMY COINTREAU
Katelin BERNARD
Key account manager
DIAGEO
Mayliss MOLINIÉ
Communication&event assistant manager
BERNARD MAGREZ LUXURY WINE EXPERIENCE
Anastasia GORYACHEVA
Marketing manager
BODEGA WINE TOUR (Chili)
Laurie DUCLUZEAU
Communication & marketing product manager
COGNAC MAISON BOINAUD
Qiyao ZHU
Business development manager
FANCY
Sophie BOEUF
Social brand content manager
REDSKINS
Mayliss MOLINIÉ
Communication&event assistant manager
BERNARD MAGREZ LUXURY WINE EXPERIENCE
Maxime PULCI
Louis XIII Brand ambassador
REMY COINTREAU (Inde)
Mayliss MOLINIÉ
Communication&event assistant manager
BERNARD MAGREZ LUXURY WINE EXPERIENCE
Maria SAAD
Agriculture field officer
ACTION CONTRE LA FAIM (Liban)
Ophélie GRISET
Développement des ventes
CASTEL VIN
Wei CHEN
Business manager
YANGHE DISTILLERY (Chine)
Marie ADAM
Assistante chargée de projets
TRAITEUR HUMBOLT
Pauline CHOINET
Hospitality coordinator
MOËT HENNESSY(NZ)
Lisa MOREAU
Sourcing manager
AMERICAN EXPRESS
Sandra NOEL-HOQUET
Chef de rang
HYATT LA ROSIERE
Gwenaelle GLOANEC
Assistante export
JEREMY GORDON GRAND CRUS
Robin LHEUREUX
Business manager
A&B GOURMET
Kevin GORDON
Manager
CHART ROOM RESTAURANT (USA)
Emma CHARRON
Brand ambassador
MARIE BRIZARD
Adelaïde de LUZE
Personnal assistant of the general manager
ROYAL MONCEAU RAFFLES PARIS
Manon BRUN
Adjointe de direction
HÔTEL KYRIAD
Pauline COUPEZ
Trading manager
CONFLUENCES CONSULTANT (Cambodge)
Denise CRUZ
Strategy & brand management consultant
CRZ CONSULTING (USA)
Sadok FEKI
Chef de publicité digital
GROUPE MARIE CLAIRE
Agathe QUESSON
Responsable projets nouveaux produits
TONNELLERIE SEGUIN MOREAU
Laura BODINEAU
Assistante marketing et communication
CAVE20G (Suisse)
Découvrez toutes les formations Luxury & Wine en M1 à Bac+4 de l'INSEEC
- Luxury (100% anglais)
- Luxury Management (50% anglais / 50% français)
- Wine & Spirits
- Wine & Spirits (full english)
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, Jewelry & Cosmectics
- MBA Spirits Marketing & Management
- MBA Wine Marketing & Management
Management
