Grande Ecole Program – Specialization in work-study 4th and 5th year

General and sectoral culture of luxury

• History of Luxury
• History of brands
• The different sectors

Fundamentals of luxury marketing

• Introduction to Luxury Marketing
• Strategic and Operational Marketing
• Experiential marketing
• Digital Marketing
• Visual Merchandising

Communication of luxury brands

• Introduction to communication
• Understand the new challenges of luxury
• Media and non-gossip tools of communication
• The role of advertising representation and images for luxury brands.
• How to perpetuate the vision and history of luxury brands

Business fundamentals

• Luxury markets
• Distribution methods
• Management of operations and teams

Operations management

• Marketing in the luxury industry.
• The characteristics of the luxury industry and the portrait of positions.
• The customer and the luxury market.
• Brand equity. Management by the brand.
• The price, distribution and communication in the industry.

Team management

• Management & leadership
• Communication
• Values
• Corporate culture
• Build a team

Personal development

• Public speaking
• Self-marketing
• Networking

Foreign languages

• Preparation for CVs, cover letter and interview in English
• « English for Luxury »

Annual project

6 month internship

Geopolitics / geostrategy

• Luxury market: key figures and growth prospects.
• Analysis of financial strategies and results of groups and brands.
• Study of emerging countries, engines of market growth.

Competitive strategies in the luxury industry

• Analysis of product strategies, distribution, and perspective of competitors.

Identity and Communication

• Definition of brand identity and consistency of communication.

Trend analysis and creativity management

• Learn to decode trends and reconcile them with the sustainability of a luxury brand.
• Management of creativity and its expressions.

Marketing & Communication

Marketing

• Understanding the client: psychology and behavior.
• Market analysis: definition of a target, potential study.
• Building a strong brand: identity, creation, positioning, differentiation.
• Development of the offer: sector variations and price positioning.

Specificities of Communication in luxury

• Advertising creation codes.
• Communication strategies / Media strategy and budget negotiation.
• Digital Communication.
• Public relations and event communication.
• Editing.

Digital

• Understand the value of social networks: webmarketing, communication, e-commerce.
• CRM, intelligence and business intelligence.
• Understand the profession of community manager.

Management & Administration

• Quality approach
• Establishment and control of quality monitoring.

Distribution and logistics

• Evolution of distribution methods: selective distribution, retail distribution, e-commerce …
• Techniques & legislation.
• Inventory management.
• Merchandising: the creative and business axes of strategic merchandising, learning to analyze and manage a space.

International trade

• Understand the importance of interculturality and local specificities.
• International development of the luxury business.
• Build an export Business Plan.

Sales

• Traditional and innovative sales techniques.
• Development of customer relations and service.

Management / Finance

• Understand and master the various financial aspects of the business, in particular the calculation of margins and coefficients.

Law

• Legal rules specific to the luxury sector.

Ethics and Governance

• Respect and development of human and behavioral qualities in the organization.
• Sustainable development and social responsibility.

General Culture / History of luxury

• Uhe major phases in the history of the luxury industry.
• Fashion history.
• Luxury & art.

Coaching / Professional life and personal development

• Identify your professional project.
• Promote your career, know how to sell yourself.
• Prepare for job interviews.

• Sales engineer
• Business Developer