Program Objectives

Master marketing and strategic aspects of the luxury market

This program teaches students to master marketing, commercial and strategic specificities of the luxury market that becomes more accessible. Thereby, this MBA 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.

The MBA Luxury Brand Management, Food and Wine 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.

This program delivers a title of Trade and Marketing Manager, certified level I by the CNCP.

At a glance

Program operated by


Initial, continuous or work-study training


Full English

in Paris, Bordeaux and Chambery

Intakes in October and February

Accessible after a 4-year post-secondary degree

months of internship

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.

Online Luxury

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.

Luxury Retail

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.

Luxury Hospitality

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.

Luxury Accessories

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.

This program includes 4 days of training on wine knowledge and tasting taught by the international lecturers of the INSEEC Wine and Spirits Institute.
This session is concluded by an exam (MCQ + blind tasting) allowing you to obtain the INWINE certificate (Level B Intermediate).
Job openings

Internships and 1st jobs of students and graduates

  • Stéphanie BIABAUT

    Marketing & Communication Manager at HOTEL PARK HYATT PARIS-VENDÔME

  • Marie-Julie BOYER

    Sales Manager at CHLOE INTERNATIONAL

  • Xiyin CHEN

    Sales Assistant at BALENCIAGA

  • Marjorie GALLIANO

    Project Manager e-business at CHRISTIAN DIOR

  • Anna GIERMEK

    Executive Assistant at GARRIGAE HOTELS & RESORT

  • Antoine HELLEUX


  • Fanny LARRECHE

    Marketing Assistant at BULGARI BENELUX

  • Thomas LECLERE

    Merchandising Assistant at BURBERRY

  • Caroline MASSE

    Press Relations and Public Relations Officer at GRAND HÔTEL DE BORDEAUX & SPA

  • Anastasia MURPHY

    Brand Ambassador at CHAMPAGNE HENRI GIRAUD

  • Élise NICHOLS

    Saleswoman at LANCEL

  • Julie RAMEY

    Strategy & Development Manager at INFINEST GROUP

  • Martha RAMUS LIMA

    CRM and Client Development (Northern Europe Area) at LOUIS VUITTON

  • Elizaveta SAMARKOVA

    Assistant Fashion Line Manager at GIORGIO ARMANI

Professional projects

Some research papers written by our students

Development of the global spa industry and future trends

Culture impact and the consumption phenomenon towards luxury goods in Taiwan

Obvious and non obvious paradoxes on the rare & prestigious violin art market

How does French luxury wine develop in Chinese market?

The Martinican Rum NEISSON and the Spirits Luxury Sector

The present market of Chinese cloisonné and its prospect in the future

Magazine Advertisement in the Luxury Industry

The attempt of luxury fashion second brands operate in West China

The CSR policies of leading luxury brands and their eventual implementation in China

E-luxury, a threat or an opportunity of distribution for luxury brands?

Analysis of a strategic development of a men’s fashion brand in China

The Feast of the rich? The investigation of Chinese luxury exhibition

The crisis in the luxury industry

Program Structure

This MBA Luxury Brand Management, Food and Wine allows students to alternate business studies with professional experience:

Intake in October:

From October to March: work-study rhythm

Students follow a 6-month semester of academic coursework alternated with internship (3 days in class and 2 days of internship per week). An exam session is planned at the end of this semester (in March).

From April to September: internship

Students complete a full-time professional internship of 5 or 6 months, in France or aborad. During this period, they must also write and defend a thesis in a field related to this program.

Intake in February:

From February to July: work-study rhythm

Students follow a 6-month semester of academic coursework alternated with internship (3 days in class and 2 days of internship per week). An exam session is planned at the end of this semester (in July).

From August to January: internship

Students complete a full-time professional internship of 5 or 6 months, in France or aborad. During this period, they must also write and defend a thesis in a field related to this program.