Les cours peuvent différer selon les campus. Pour plus d'information, veuillez contacter le campus qui vous intéresse Paris, Bordeaux.

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 :

Consultez nos frais de scolarité 2019/2020.

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Program Coordinators :
Anne-Laure BONCORI
Paris

Paul DAWSON
Bordeaux

« Une spécialisation de haut niveau dédiée à l’excellence du luxe à la Française »

L’industrie du luxe est aujourd’hui un marché d’envergure mondiale à la santé florissante. Qu’elles soient marques indépendantes ou grands groupes, ces sociétés cherchent des managers internationaux capable d’accompagner une croissance au niveau mondial. Ce programme est enseigné intégralement en anglais. Sa finalité est de donner aux étudiants les compétences nécessaires pour travailler dans un environnement complexe en perpétuelle mutation !

Dans cette formation nous accueillons des étudiants de tous horizons et les immergeons dans l’univers du luxe, avec un focus dans les vins, Champagnes et gastronomie.

Les séminaires sont menés par des professionnels du luxe en activité et s’appuient sur des études de cas concrets. Ils sont accompagnés de visites en entreprises. Ces « field trips » constituent un aspect important de notre projet pédagogique puisqu’ils permettent à nos étudiants de rencontrer directement les acteurs majeurs du marché et de se confronter à la réalité de l’entreprise.

Courses

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.

KEY SECTORS IN THE LUXURY INDUSTRY

LUXURY GASTRONOMY, WINES AND SPIRITS MARKETING

Courses will provide an awareness of the principles of luxury food and wine marketing.

GASTRONOMY AND NEW TRENDS

Students will analyze the current situation of the luxury food and wine business, and adress new trends in the context of France’s historical leadership position in world gastronomy. They will develop marketing plans and strategic proposals, based on classroom discussions and hands-on field visits.

WINE & SPIRITS MARKETING

Students will explore and master value concept and brand management issues in luxury French and international wine and spirits marketing.

OENOTOURISM

This class will explore the challenges faced by French wineries in the really quick expanding and highlycompetitive world of wine tourism.

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.

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.

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.

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.

Projets, Stages et Parcours Professionnels