Certificate in Luxury Brand Management

PROGRAM This program is organized in 3 intensive modules As a participant of the Certificate in Luxury Brand Management, you will join MBA participants for these specialization modules. You will benefit from the diverse highly competitive environment and you will extend your professional network. The Certificate in Luxury Brand Management will give insights into a number of key management areas. ADVANCES AND TRENDS IN LUXURY SECTOR – (LONDON) This module presents the luxury brand Management in a highly competitive environment. The 30 hours are divided in 3 parts: Luxury market and brand management – a global overview of the main strategic concepts (market figures, players, brands) The luxury brand strategy and the communication – an analysis of case study in order to understand in depth the luxury sector evolution and the luxury brands management Transmission of the luxury strategy to customers – presentation of a retail overview and customer policy MARKETING AND COMMUNICATION FOR LUXURY BRANDS - (PARIS) The objectives of this module are to provide participants with an understanding of the principles of luxury brand management: To develop insights into the cultural dimensions of luxury Explain how a brand attains luxury status Develop their own conceptual framework for defining luxury and its implications for brand management Critically evaluate approaches to marketing management of luxury products, and consider differential marketing approach for luxury brands versus mass market ones Evaluate the effect on marketing practice and theory within the luxury good industry of the emergence of the postmodern consumer Analyse how luxury brands balance accessibility and exclusivity. STRATEGIC MANAGEMENT OF LUXURY BRANDS - (PARIS) This module aims to provide participants with an understanding of the financial analysis and financial performance of luxury brand companies: To understand the characteristics of luxury brand companies versus mass market ones To be able to locate financial information and industry average depending on the area: jewelry, fashion... To analyze the performance of these companies To compare it with “competitors” and eventually propose areas of improvement