Program Objectives

Become an expert of the luxury industry

The Master in Luxury Marketing consists of 3 large modules import which complement each other and combine to better show the current contours of the issues and challenges involved in the Luxury sector.

Each of these 3 wide-ranging themes – marketing, digital media and style – are transversal and transfuse, to different degrees, the whole of the programme.

This teaching program is supplemented by trips to discover life in large firms in the luxury sector and those involved in it.

At a glance

Program operated by

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Initial, continuous or work-study training

0
months
Duration

Full English

in Geneva

Intake in October

Accessible after a 3-year post-secondary degree

0
months of internship
Courses

Strategy & Communication

This basic module examines the different possible marketing strategies to promote products and luxury brands by presenting step by step and point by point the specifics that make this industry unique.

  • Marketing of luxury goods : product, distribution, price

  • Merchandising of luxury goods

  • Corporate law for luxury goods companies

  • Comparative analysis of major luxury goods groups

  • Economics of luxury goods and emerging markets

  • Applications by type of luxury goods industries (Haute couture, lingerie, perfumes, cosmetics, luxury watches, wines and spirits, hospitality)

  • Behaviour of consumers of luxury goods

  • Customer relationship management

  • Communication: a new generation of brand image campaigns

Luxury Goods Online

Long neglected, the digital platform has become a key channel for luxury brands. It involves profound changes. This module reviews the choices and the tools used by large houses in order to balance luxury goods and customer Internet experience and to understand the strategic challenges posed for this sector by the digital platform.

  • Mapping of the digital world and its ecosystems

  • Segmentation, behaviour and expectations of ‘luxury’ customers on digital channels

  • Expression on the web, mobile platforms and retail channels

  • E-Reputation

  • Social network and community management

  • Influencers and e-PR

  • CRM and SRM

  • E-commerce et m-commerce

  • SEO on search engines

  • Media planning, buying and optimisation of online campaigns

  • Focus on China, the Middle East, Russia and Brazil

Style, Trends & Outlooks

This module provides an understanding of the essential role of style in the luxury goods sector, exploring the importance of aesthetics at every level of its development. What are the codes and iconography adopted by the houses and how they conform to general trends and the need to impact the brand image ?

This module aims to understand the concepts of ‘author’ and ‘creativity’ and explains how artistic direction requires more than ever talents who have a complete picture of the overall communication strategy and of the volatile and irrational expectations of the luxury market.

  • History of styles

  • The machinery of style and the cycle of trends

  • Style and communication

  • The aesthetics of production in the luxury goods sector

  • Codes and iconography of style

  • Durability and its place in the luxury sector

Discoveries

During this Master’s course, students will make two study tours to discover the secrets of the great houses of Luxury and the expertise of their craftsmen ( Paris or Milan ) and attend a week of classes at the International University of Monaco ( partner of the INSEEC Group ). Courses are taught in English by a faculty from 13 countries alongside students from over 75 different countries. This Business School in the heart of a capital city that already hosts the headquarters of many companies in international trade, luxury tourism and finance will open the door for students to many career opportunities abroad.

Finally, students have the option of making a trip to our Luxury Business Institute campus in Shanghai. With its size and rapid growth in sophistication, China is the most promising market of choice for luxury brands, offering many opportunities as well as challenges to those who are well prepared. Shanghai, where the INSEEC Group will also open a career centre to help students in their search for internships and jobs in China.

All aboard!

Job Opportunities

Working in the luxury goods field is not limited to creating perfume, jewellery or clothing. One still needs to know how to develop a brand image, manage scarcity in the market to maintain a share of the dream that a luxury vehicle produces. This becomes even more true and necessary in the age of digital strategies. Here are some leading careers that allow one to achieve this objective:

  • Marketing Manager

    The Marketing Manager defines the business strategy of a company. His job is to analyse the market, competitors, offerings, positioning, existing and potential customers. He conducts studies, regularly creates new products and services for a highly demanding clientele by putting in place joint marketing approaches for both communication and business.

  • Product Manager for Operations

    The Product Manager acts in his professional capacity as an intermediary between design, production, quality control and the company’s sales department. The Product Manager’s job is to monitor the establishment and development of a new product, from conception to marketing, while at the same time determining marketing strategy for launching a product as well as the development and monitoring of the advertising process.

  • Brand Manager

    The mission of the Brand Manager is to steer the company brand and build its image, codes and values. His duties: the strategic development of the brand (range, packaging, communication, distribution), sustaining its financial viability, ensuring that different products clearly reflect its values and brand identity, but also following the life cycle of an offer in order to change or facilitate the launching of innovations.

  • Visual Merchandiser

    His primary role is to manage the staging of the product, determine its showcase visibility and the interest that customers have in it. He makes changes following the directions of the advertising strategy to be adopted by the brand.

  • Sales Manager for Fashion and Luxury Goods

    His mission is to manage the business unit by offering products, often prestigious ones – accessories, leather goods, jewellery, cosmetics, fashion – to a wealthy clientele, often international, with strong purchasing power. He manages and supports CRM for his shop and trains shop assistants in special sales techniques for high-end products.

  • PR Management

    The PR Manager of a company is the primary contact for journalists and organisers of trade fairs. He represents the brand at special events organised by or for his company. He is responsible for the image of his brand and works closely with the marketing department and management.

  • Exhibition Manager

    His duties are similar to those of an interior designer responsible for the design and assembly of booths at trade fairs and exhibitions organized by the brand or its distributors throughout the world. He ensures compliance with the codes and the brand image and works closely with marketing and the Visual Merchandiser.

Program Structure

This Master in Luxury Marketing lasts 15 months and combines the 1st year and the 2nd year of Master:

From October to February: Master 1 courses

Students follow the Master 1 program, in full time, from Monday to Thursday. Teaching, workshop and e-learning/webcast represent about 480 hours.

From March to July: Master 2 courses

Students follow the Master 2 program, in full time, from Monday to Thursday. Teaching, workshop and e-learning/webcast represent about 500 hours. This semester also includes 2 trips to Europe.

From August to December: internship and thesis

During this 5-month period, students complete an internship in luxury companies and/or do a personal work for their Master’s thesis.
In November, they have to defend their thesis in front of a jury.