The one-year weekend course is tailored to professionals who need to work around a busy work life, but want to have deeper understanding in brand management, marketing and omnichannel retailing. This certificate programme will support and build up skills and perspectives needed to answer current industry challenges and see beyond trends to envision future opportunities.
Supported by more than 20 industry experts, students will equip themselves with practical skills in project management, data analysis, creative direction, consumer profiling, strategic thinking, …, while also developing an active attitude enabling excellence and leadership, ready to serve the next steps of their career: professionals capable to motivate, create desire, and build trust through marketing and communication campaign, various retail and merchandising activations, in order to meet the expectations of contemporary luxury brands’ vision and strategies.
Luxury Brand Management & Marketing is divided into two building blocks:
Building Block 1
In this semester, students will understand the multi-layered and complex culture of fashion and luxury, deepening their historical knowledge of brands and trends, exploring sociological and cultural contexts in media, while building expertise in how the systems of fashion operates. Additionally, participants will review fundamentals of business analysis and strategy and learn how to develop a critical approach through industry cases brought by partnering brands. Confronted to real-case scenarios and benefiting from insights shared from emerging or established fashion companies, they will learn how to critically debate the convergence of experiential marketing in communication and retail along with the issues and challenges presented by economic, social and environmental shifts. Finally, if the programme focuses on fashion, it also explores other dimensions of luxury and lifestyle such as perfumes, jewellery, timepieces, hospitality, …, allowing students to build knowledge and use newly acquired expertise, and intuition, for their entrepreneur final project.
Building Block 2
This semester will focus on luxury branding strategy and brand leverage, digital marketing and storytelling, and how to develop and manage innovative and engaging PR events. In deepening their knowledge and practice of those essential tools through another industry-case project, participants will simultaneously pursue the completion of their entrepreneur final project. They will strengthen their business core concept and evaluate its validity in regard to market environment and context while also developing its operational side through HR management, IP rights and licensing, and financial planning. If the final project is an opportunity to develop business acumen with an individual project, the ensemble of the programme on the second semester can also serve participants sent by their company or already owning their own business to reflect and explore different trends and paths of growth to respond to market needs and consumer changing expectations, and generate