MBA Luxury Brand Management, Food and Wine
This program teaches students to master marketing, commercial and strategic specificities of the luxury market that becomes more accessible. Thereby, this Master 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.
This program is taught primarily in English, with some seminars given in French. 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.
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 proﬁle of global luxury consumers.
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.
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.
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.
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.
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.
Democratization and exclusivity in perfumes, cosmetics and accessories.
Global trends in watches, ﬁne 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.