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

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

MBA2 Luxury Brand Management, Jewelry and cosmetics is designed to equip students with the necessary skills to become leaders in luxury – a dynamic and fast growing business sector.

All coursework for this MBA is in English, and the programme covers various areas of luxury, with a particular focus on cosmetics, fine watches and jewelry. The program also features many professional visits to different luxury companies, in order to bring alive the theoretical work covered in class.

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.

Consultez nos frais de scolarité 2019/2020.

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Program coordinator

Paul DAWSON

« Une spécialisation professionnalisante consacrée à l’industrie exigeante du Luxe »

De nos jours, l’industrie du luxe fait preuve d’une indéniable croissance, et cela, à l’échelle mondiale. Les marques indépendantes, tout autant que les grands groupes, sont à la recherche de managers internationaux qualifiés afin de guider leur croissance à l’échelle du globe.

Ce programme dispensé en Anglais est conçu pour offrir aux étudiants les compétences et les connaissances nécessaires afin de travailler dans cet environnement exigeant et de plus en plus complexe. Il aborde les divers domaines du secteur avec une attention particulière sur les cosmétiques, les montres de luxe et la joaillerie.

Nous accueillons des étudiants du monde entier, et les immergeons dans tous les aspects de l’industrie du luxe. Les séminaires sont menés par des professionnels du secteur et sont complétés par des visites au sein de diverses entreprises. Ces « fields trips » constituent un aspect important du programme, permettant aux étudiants d’interagir directement avec 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 : FASHION, JEWELRY, PERFUME, COSMETICS

HISTORY & EVOLUTION OF THE PERFUME INDUSTRY

This course will review the evolution of this industry and analyze historical and current trends.

COSMETICS & PERFUME

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

JEWELRY & WATCHES: AN OVERVIEW OF TRENDS AND STRATEGIES OF INTERNATIONALIZATION

The jewelry and watches market has grown significantly and is still continuing on an upwards trend. This course will analyze famous brands that are loved the world over for their status and style. It will also look at brands currently operating in China and those that are considering market entry.

BRAND CONTENT

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 content managers can use for their websites or traditional media.

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. The course will examine wholesale and franchising operations in the context of maintaining luxury brand image and reputation.

VISUAL MERCHANDISING

This course will provide an introduction to visual merchandising in the luxury sector. It will consider the changing concepts of visual display within fragship and department stores, concept stores and pop-up presentations.

FASHION DESIGN, STYLING AND TREND FORECASTING

Fashion and image are constantly changing, and therefore forecasting is of crucial importance. This course will consider how fashion houses anticipate and plan for future trends.

Projets, Stages et Parcours Professionnels