MBA Online - Luxury Management in the Digital Age

Entirely online, in English, and for a duration of 12 months, MBA Online aims to train professionals to provide them with a vision of change and adaptation to the new socio-economic environment within companies in the luxury sector.

Thanks to distance learning, students can study while being professionally active. Also, they can benefit from the best teachers of the luxury industry, and collaborate with students from all over the world.

New consumers of Luxury

• Once Creators, they became Brands: a Contemporary history of Luxury Brands
• The industrial revolution: perfume, cosmetics and accessories
• The great shift of the Luxury Industry, the 90s
• Who are the new consumers of Luxury?
• Intercultural Management

Developing a Luxury Brand: Branding, Identity & Creativity

• Brand management equity, Brand Image
• Brand stretching and Brand alliance
• Luxury brand management specific challenges

Experiential Marketing

• Designing customer journey, Brand Ambassadors,
• Sensorial Marketing, Immersive Marketing, Theatralization, digitalization of the retail Brick&Mortar
• Cross-channel customer journey, digital experiences

Managing a luxury company

• The Financial Guideline: Operating Costs and Profits
• Price Positioning Strategy

Launching a Luxury Brand in the Digital World I

• Understanding the importance of social networks:
  • web-marketing,
  • communication,
  • e-commerce
  • new retail

Distribution Strategies: the right mix between Channels

• Understanding the importance of inter-cultural contexts and local specificities.
• Evolution of distribution modes: selective distribution, retail, distribution, e-commerce…
  

Luxury legal issues

• Laws & Specific legal regulations applicable to the luxury sector

Talent development & Management

• Change Management
• Leader’s toolbox
• Recruiting & developing people
• Conflict handling - Reaching agreement
  
  

Launching a Luxury Brand in the Digital World II

• CRM
• Internet monitoring and business intelligence
• Uses Case & sectorial analysis
  
  

Considering the new Sustainable and Social responsibility issues of the Luxury industry

• From Sustainable Development to Corporate Social Responsibility
• Specifics of sustainability related to the luxury industry
• New luxury consumer and new luxury marketplaces
  
  

Final business project

The objectives of this program are to enable students to :

• Demonstrate expertise concerning the characteristics of the sector
• Define the realistic and objective positioning of a brand and build the story that will enable it to reach the established objective
• Respect the keys of the differentiating tradition of the luxury sector, incorporating the tools, methodologies and processes of the digital age
• Lead the transformation of organizations to face new projects and entrepreneurial challenges