Program Details

First semester: Luxury Management Strategy, Luxury Merchandising I, Principles of Luxury Marketing, Communication I, Strategic Marketing, Luxury Marketing, Merchandising & Communication I. Second semester: Luxury Merchandising II, Principles of Luxury Ma
Location:
Florence, Italy
Program Type:
Study Abroad
Degree Level:
Graduate
Term:
Academic Year

Program Overview

Program Description:
The Master course in Luxury Management is targeted towards graduates wishing to establish a management career in companies which deal in luxury products. The unique strength of this course is based on frequent field trips and first hand knowledge provided by leaders in Italian luxury brands. Students have the unique opportunity to visit several companies or shows representing the luxury process and products. The contributing spokespeople are significant players in their companies. Many lecturers own or work for primary companies in the sector. In the final phase, Applied International Management, an industry research project will be undertaken for a luxury company.

First semester: Luxury Management Strategy, Luxury Merchandising I, Principles of Luxury Marketing, Communication I, Strategic Marketing, Luxury Marketing, Merchandising & Communication I. Second semester: Luxury Merchandising II, Principles of Luxury Marketing II, Communication II, Luxury Marketing Merchandising & Communication I, Luxury Marketing Merchandising & Communication III, Customer Relations Management. Yachts: Italy is one of the world's biggest manufacturers of luxury yachts. Students visit leading companies and obtain first-hand knowledge from their executives. In class follow-up, assisted by lecturers students will analyse management systems for the luxury yacht sector. Visits to the "Salone Nautica di Genova" or other major yacht shows are programmed. Wines: a complete course in Italian wines with wine tasting experts, including wine management both in the field and in class and visits to the most important wine fairs and vineyards. Hotels and restaurants: the concepts behind luxury hotel and restaurant management are taught by professionals from the sector; visits to famous restaurants and deluxe hotels. Fashion and leather industries: luxury fashion according to the "Made in Italy" concept, merchandising and management taught by professionals and visits to several companies. Cars and motorbikes: the management of luxury cars and motorbikes - visits to the foremost manufacturers, including lectures, case studies and field trips.

A degree will be obtained by final assessment and exams. A final thesis or project will be based on external study.
Setting Description:
Furniture and Home Textiles: Italian furniture and home textile industries - studies of their cluster systems, profiles, field trips and class lectures. Perfume: international luxury and beauty - case studies of the primary brands, their marketing and management strategies. Jewellery, costume jewellery and watches: Italian luxury and design jewellery and costume jewellery; history, trends, field visits to luxury and top manufacturers. Spa Management: Wellness, Beauty and Health taught by a SPA manager, visit to Italy's most Luxury SPA. Heritage Marketing: This course will bring into focus Corporate Heritage as a Marketing and Comunication tool. The aim is to provide students with a set of methods and strategies to increase the performance of Brand on International Markets through the "Heritage Marketing" . In class the students will see many historical case studies of the best "Made in Italy" Brands on this topic. Students will visit leading Museums Companies of the Luxury world.
Cost:
€17 000.

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