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项目介绍
诺欧商学院兰斯校区和米兰理工大学合作的这个项目是法国商学院中唯一一个由2个国家学校合作的奢管类硕士项目。法国和意大利都是奢侈品行业的重要国家，在奢侈品管理方面也有着非常多的经验。此外，让学生在法国和意大利两个国家学习，还可以更全面的体验奢侈品的市场和文化，更多的接触不同的奢侈品企业。项目和企业合作非常紧密，特别是和世界知名的GUCCI集团的合作，在教学时引入了众多职业经理人的同事还为学生提供了很多实习和就业的机会。
Market analysts and industry experts concur that Luxury Goods companies perform better than others even in turbulent times. The reason for this lies in their ability to fulfill the need for the exceptional expressed by a growing number of customers all over the world.
The International Master in Luxury Management is a unique double degree programme created jointly by NEOMA Business School and MIP Politecnico di Milano. We associated our complementary academic and professional skills and practices to deliver a curriculum specialised in how to understand, create and manage value in a luxury firm.
Based on the complementarity of French and Italian expertise, and illustrated by our prestigious partners GUCCI and Champagne Taittinger, the programme deals with the creation and the management of value in luxury organisations, from the conception to the distribution of a product.
The programme aims at developing expert managers in the luxury industry that can be employed in the key functions of Luxury Goods companies.
Thanks to the interactive approach based on active learning with numerous case studies, business seminars and company visits, you gain hands-on knowledge of the major aspects of luxury management.
项目特色
- 法国唯一一个在法国和意大利2个国家学习的奢侈品管理硕士项目
- 和意大利著名的 MIP-Politecnico di Milano 米兰理工大学合作，可以获得双文凭
- 项目和GUCCI集团紧密合作，集团为项目提供教学和实习支持（GUCCI集团的经理人会为学生授课，学生还可以在GUCCI进行企业咨询项目，为GUCCI提供解决实际经营问题的建议）
- 项目课程专业，全面，实用
课程详细
| First term 第一学期 9月-12月: Luxury Value & Foundations （法国兰斯校区） |
| Foundamentals of Management |
管理学基础 |
| Introduction to International Luxury Management |
国际奢侈品管理导论 |
| Luxury Markets, Industries and Players 奢侈品市场，行业和参与者 |
| Luxury Market Overview |
奢侈品市场总览 |
| Understanding Luxury Customers |
了解奢侈品用户 |
| Managing Key Processes in Luxury Companies 管理奢侈品企业的关键流程 |
| Marketing for Luxury Brands & Products |
奢侈品牌和产品的营销 |
| Brand Management |
品牌管理 |
| Managing Value of Assets 管理资产价值 |
| Brand Value |
品牌价值 |
| Human Relation & Value |
人机关系和价值 |
| Second term 第二学期 1月-3月: Luxury Value Management in Production Processes (意大利米兰校区） |
| Digital Communication |
数字传播 |
| Product & Collection Design |
产品和产品组合设计 |
| Operations & Quality Management |
运营和质量管理 |
| Supply Chain & Purchasing Management |
供应链和采购管理 |
| Channel & Retail Management |
渠道和零售管理 |
| Communication & Promotion |
传播和促销 |
第一学期的课程
General management and organization; Personal Development and coaching
Understand of the global organizational and operational practices for managing international luxury products and services. Basic concepts of organization strategy (the competitive advantage, external-internal analysis, generic strategies, 5 forces, matrixes).
Introduction to International Luxury Management
This session is an introduction to the management of luxury. The objective for students is to understand what is luxury, its specificities and the main characteristics of this sector. It includes a focus on: the origins and history of the luxury; luxury market and stakeholders; who are the luxury customers; the different business models in luxury; essential economic concepts and tools required for understanding consumer behaviour in luxury goods market; understanding financial basis in Luxury.
Luxury Market Overview
The origins and history of the luxury. Luxury market and stakeholders. Luxury customers. The different business models in luxury. Deep understanding of the business model construction. Clear perception of the role of the different components of business model in generating value for customers and the company. Reconstruction of archetypical business models in luxury markets.
Understanding Luxury Consumers
Understand luxury consumers - in multi-cultural environment (Consumer in global market. Essentials of the luxury ethos and Luxury sector: towards consumer’s complexities, from segmenting/targeting complex consumers to luxury branding).
Marketing for Luxury Brands and Products
Understand the basis of Luxury Marketing Management. How to manage a luxury product launch. Understand of the three marketing steps “Amont, Development, Aval”.
Brand Management
Brand as value creator in luxury market. The value of brand as intangible asset. Brand definition and dimensions. Country of origin effects. Different approaches to branding in luxury and fashion. Design Brands vs Brands portfolio.
Brand Value
Introduction to the basic principles of corporate finance. Understanding of the brand valuation from a financial standpoint, recognition of the brand and intangible value for luxury firms. Understanding of the brand protection. Legal aspect and Counterfeiting issues in luxury market.
Human Relation and Value
This course provides students with the opportunity to examine their personal strengths and competencies in preparing a professional profile and personal branding strategy. In order to effectively prepare for the job market, professionals need to consider their own strengths and personal branding strategy.
第二学期的课程
Digital Communication
Digital and multichannel marketing strategies and processes in luxury companies. Digital scenario in luxury industries. SEO and SEM. Social media marketing. E-commerce in the luxury industry. Digital marketing analytics. CRM and loyalty programs in luxury companies. Customer value in luxury markets. E-CRM and CRM implementation programs. Multichannel marketing campaign.
Product & Collection Design
The collection: continuative vs. new. The collection structure: stability vs. risk. Creative direction and brand DNA: brand visual language as the basic ingredient for starting the creative process. Creative process: trend research vs. collection design. Collection architecture and merchandising planning. Collection design process: from ideas to product.
Operations & Quality Management
Principles of quality management: the meaning of quality; historical evolution of quality management methodologies. The winning attitude of quality-oriented organizations: listening to the Voice of the Customer and how this fits with the “anti-laws of luxury marketing”. Industrial production up to the best qualitative standards. Creating exclusivity through manufacturing processes. Overview of the Operations Planning and Control processes: players, goals, phases, outputs. Luxury goods S&OP and Master Planning. Aggregate Planning and the Master Production Schedule: Level vs. Chase policies. Definition of a Master Plan for carryover products with seasonal demand. Production systems configurations. Wortmann classification. Push vs. Pull operation planning rationales. Inventory management. The Toyota Production System and its masterpiece: the Kanban. Applications of Toyota Production System in Luxury Companies. Quality improvement tools and techniques. Organization of quality department.
Supply Chain Management & Purchasing
Introduction to Supply Chain Management. Recent trends in the Luxury market that are fostering increasing relevance of SCM for Luxury firms. The influence of Luxury Critical Success Factors on supply chain decisions. Innovation and supply chain management processes. The models of alignment between seasonal collection development and supply chain management in the luxury fashion industry. Organization of the supply chain department and application of traditional supply chain models to luxury companies. The new frontier of sustainability for the luxury industry. The role of purchasing in the luxury business. Sourcing and purchasing processes. Strategic Make or Buy decisions in luxury companies. Portfolio approach and organization of the purchasing department in luxury companies. Innovation and supply chain management. Developing innovation with suppliers.
Channel Management and Retail & Sales Management
Distribution network configuration. Demand management. Luxury Demand management. Optimal stock sizing at the point of sale; the newsvendor model. Managing returns and surplus stock. The impact of the supply chain characteristics on the (logistics) performances. The Bullwip effect. The Lean supply chain. The Distribution Network Planning game. Distribution system design for brand protection. Introduction to retail management. The 5S of store management. The internationalization of retail in emerging markets. Retail 2.0: the impact of new technologies on luxury retail management. Store management processes and the role of the store manager.
Communication & Promotion
Integrated marketing communication: models, processes and tools. The role of advertising in luxury branding. The advertising process. Managing the creative aspects of advertising. Managing media planning. The valuation of advertising campaigns. Experiential marketing in merchandising planning and store atmosphere. Delivering sensorial experiences in luxury markets. Sensorial marketing and design. Event management for luxury companies. Communication campaigns for luxury brands.
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