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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.

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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.

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


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