The MBA Luxury Brand Management course
« The luxury industry is now a global market with a flourishing health. Whether they are independent brands or large groups, these companies are looking for international managers capable of supporting global growth. This program is taught entirely in English. Its purpose is to give students the skills needed to work in a complex and ever-changing environment!
In this course we welcome students from all backgrounds and immerse them in the world of luxury, with a focus on wine, champagne and gastronomy.
The seminars are conducted by working professionals in the luxury industry and are based on concrete case studies. They are accompanied by company visits. These « field trips » are an important aspect of our educational project as they allow our students to meet directly with the major players in the market and to be confronted with the reality of the company. «
Paul DAWON , Program Director Bordeaux – Linkedin profile
A 1 or 2 year degree to become an accomplished manager in the luxury industry
Holders of a BAC+3 can apply for thefirstyear of the MSc, and holders of a BAC+4 can apply directly for the second year.
The MSc Luxury Brand Management is a comprehensive programme of excellence in the art of managing brands and businesses in the luxury industry.
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The courses listed below are examples only and may vary slightly depending on the campus. The content of the courses is adapted each year to market developments and is updated before the start of each new school year.
Les cours de 1ère année
1ST YEAR PROFESSIONAL METHODS AND PRACTICES
The business game is played using a business simulator. Groups of students are responsible for running a business in real time. All major business functions are covered. Students will make decisions to maximize the profitability of the business.
Ateliers techniques professionnels et Management Personnel
- CV writing, recruitment interview techniques for the search for an internship, professional project management, team management and meeting management.
- Negotiation techniques, transactional analysis and NLP, speaking and stage fright management, management and leadership techniques (PRADITUS).
- Skills assessment, coaching, digitization of the CV and job search techniques at national and international level, preparation for the defence of the applied research thesis.
What makes a successful business person?
Internal and external communication skill; managing your priorities and deadlines; organization and time management skills; how to be a great listener, writer and speaker; effective sales techniques; effective group dynamics and project management skills; understanding international business culture.
Presentation of the professions in the sector by professionals.
CROSS-CUTTING AND FUNDAMENTAL COURSES
Gestion budgétaire et tableaux de bord
The objective is to acquire key skills in terms of budget management and reporting. The focus will be on budget architecture, with the implementation of summary documents, project management control and its link with budget management, and the creation and steering of performance indicators.
Business Plan et Création d’entreprise
The objective of this module is to learn how to draw up a business plan: Designing a costed project for the creation or development of a company.
Several steps are covered: feasibility study, market targeting, opportunities and risks, strengths and weaknesses, communication, financing plan and profitability.
A precise methodology for analyzing customer needs, market structure and competitor dynamics to identify opportunities and threats in the environment is presented.
This seminar focuses on a negotiation in a national and international context.
In particular, it will be necessary to take into account the cultural dimension and define its impact in an international negotiation. The national negotiation will focus on the sales process through role playing.
Business english / TOEIC
To perfect English language comprehension and communication skills in a wider context than just business English. Students are required to take the TOEIC test.
Informatique de Gestion
This module aims to deepen students’ skills in IT to meet the needs of companies in terms of budgetary or commercial monitoring, project management, personnel management and communication: Excel, Word, Powerpoint, teamwork tools, business software.
It aims to be efficient with office automation tools, identify and correct errors quickly, customize existing tools or create your own tools.
Introduction to history and origins of luxury
This course aims to illustrate the existing links between economics and marketing (maslow/schwartz/rokeach/murray). The following fundamental concepts in btoc marketing will be presented:
Insights into the historical, anthropological and sociological foundations of luxury.
Review of the key players, groups and brands in luxury, and introductory « who’s who » in the luxury business.
International brand management and marketing
Branding strategies and management from a luxury perspective. Review of traditional luxury marketing tools: brand positioning, architecture and portfolio management.
How do luxury houses remain close to their heritage and pursue international growth?
Marketing tools and applications in the luxury & fashion industries
An initial perspective on management tools such as market research, demand forecasting, CRM and consumer tracking techniques, and how these are used in the luxury business.
Traditional and new communication strategies
An overview of existing and new communications tools such as web marketing and social media, and their application to traditional luxury brands.
How to manage new techniques in this fast-moving area.
Overview of traditional and emerging markets
Insights into established markets for luxury goods and an introduction to new and emerging economies such as the BRICS countries and beyond.
How to approach these new markets and to develop the right product, distribution and retail structures.
Luxury brand strategies
By using various examples of leading international groups (lvmh, ppr…), this seminar introduces brand portfolio extensions: premium brand positioning and the marketing and communication strategies involved: new product
Using examples of leading international groups (LVMH, PPR, richemont, etc), an introduction to portfolio management, pricing strategy and consumer perceptions.
Analysis of the impact of such factors on financial results and brand equity.
Wine culture and tasting
An introduction to the complex art of wine tasting and appreciation, including practical exercises and exposure to qualitative evaluation techniques.
Les cours de 2ème année
2nd YEAR PROFESSIONAL METHODS AND PRACTICES
Ateliers techniques professionnels et management personnel
CV writing, recruitment interview techniques for the search for an internship, professional project management, team management and meeting management.
Negotiation techniques, transactional analysis and NLP, speaking and stage fright management, management techniques and leadership.
Skills assessment, coaching, digitization of the CV and job search techniques at national and international level, preparation for the defence of the applied research thesis.
Outils de gestion informatisée
Software (Excel, Word, VBA, professional software).
Presentation of the professions in the sector by professionals.
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.
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.
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.
Understanding developments in the luxury hotel industry, from grand palaces to boutique-hotels, and major international chains.
A survey of historical and upto 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, 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.
2 start dates per year and varying study rhythms
There are two openings per year, in February/March and September/October. To check the opening of each intake, contact the admissions department directly.
The pace of the course differs according to the campus and whether the training is carried out under an internship agreement (initial) or a professionalization/apprenticeship contract (continuing).
The work-study contract must be signed for a period of 12 months (MSc 2), 24 months (MSc1 + MSc 2) or 18 months for the staggered start of March (continuation of studies in MSc2).
Career opportunities after an MBA Luxury Brand Management
- Marketing Director
- Brand Director
- Marketing Manager
- Product/range marketing manager
- Client Manager
- Product manager
- Brand manager
- Marketing of purchasing manager
- Digital strategy manager
- Merchandising manager
What business skills are developed?
- Determine the marketing strategy and propose an innovative offer
- Define and implement the business development plan
- Manage and implement communication and digital marketing actions
- Manage a marketing and sales team
- Implementation and management of the marketing and management strategy in the luxury and fashion sector.
- Implementation and management of the marketing and management strategy in the tourism sector.
- Implementation and management of the marketing and management strategy in the wine and spirits sector.
This program delivers the title of « Manager of Marketing and Commercial Strategy » of level 7 (EU) registered in the RNCP (National Directory of Professional Certifications) under the code NSF 312.
The certification is obtained by capitalisation of all the blocks of skills.
For more details, please consult the online repository: https: //www.francecompetences.fr/recherche/rncp/34806/
What are the tuition fees for the course?
- Entry in MSc1: 10 200 €.
- Entry into MSc 2 after M1: €12,750
- Direct entry in MSc2: 14 080 €.
Continuing education (sandwich course) :
- Training 24 months : 23 900 € HT
- Direct entry in MSc2: 14 300 € HT
- VAE : 4 200€ HT
- VAP : 850 € HT
International package: 490€.
What kind of financial aid is available?
INSEEC offers several financial aid schemes:
- The alternating rhythm, in internship or work-study contract
- The right to training via the CPF
- Banking partnerships
Key figures of the MBA Luxury Brand Management course
Overall satisfaction with the course – Class of 2019
Success Rate – Class of 2019
Rate of professional integration at 6 months for the 2019-2020 class