Présentation de la formation

Develop your career in the luxury sector, distinguish yourself with a training that combines both marketing and digital tools and « inside luxury » knowledge. Become a 360-degree marketing manager in the international luxury and lifestyle sector and learn all about the stakes of fashion and accessories sector, perfume and cosmetic industry, luxury hospitality, haute cuisine and wines and spirits fields, as well as jewelry and watches, design, decoware and tableware sectors. Understand how to manage the brand values of a luxury brand, how to develop its reputation and enhance its image with its audience.

Infos pratiques

  • 14 000€
  • 1 an et 3 mois
  • Full-time
  • Paris
  • Anglais
  • Master of Science®

Les objectifs du programme

Mobilise what you have learnt with professional training and put your knowledge into practice during several consulting projects with a fashion, decoware or perfume brand, but also thanks to a marketing and digital challenge in collaboration with Institut National des Métiers d’Art and immersive « French touch and savoir-faire » masterclasses. A professional thesis, a four-to-six-month internship in a luxury company, a business trip with the class and Chinese language classes (optional) are also included in the programme.

This Master of Science® degree offers you numerous professional opportunities such as Product Manager, Brand Manager, Communication Manager, Digital Marketing Manager, Customer Experience Manager, Events Manager, CRM Manager, Category Manager, Traffic Manager, E-Commerce Manager or Community Manager.

Les vidéos du programme

5 bonnes raisons de rejoindre le progamme

1. A 360° marketing vision with a strong focus on digital issues within the luxury sector, with the aim of meeting the current expectations of industry recruiters.
2. An understanding of the culture of the luxury sector and its professions (history and standards associated with luxury products, expertise within the luxury sector, design, etc.), to enable students to embody the values of the industry.
3. Continuous professional immersion: lectures given by professionals with international experience in the luxury sector (courses, conferences organized by luxury goods manufacturers, visits to luxury stores, hotels and starred restaurants), consulting projects with luxury sector clients, internships, professional thesis.
4. An introduction to international trade, with the aim of embarking on a professional career focused on all the world's luxury capitals: the programme is taught in English and offers Chinese language courses (optional), study trips abroad, etc.

Profil recherché

The programme is open to:

- Students who hold a four-year bachelor degree or equivalent
- No English language test score is required for students with a degree from an English-speaking university. For other applicants, the following language requirements apply: TOEIC 790, IELTS 6, TOEFL 83.

Matières enseignées

• • Personal and professional branding
• History and sociology of luxury
• Management in luxury
• Marketing in luxury
• Digital marketing in luxury
• 1 project for the creation of a strategy for the diversification of a luxury brand
• 1 project for the creation of a digital strategy for a luxury brand
• 1 week-long challenge to "create the native digital monobrand identity of a digital influencer within the luxury sector" ("D to I challenge")
• 1 challenge co-constructed with Institute National des Métiers d’Art and Entreprises du Patrimoine Vivant
• Internship: 6 months
• Professional thesis

Les intervenants

Élodie DE BOISSIEU
Élodie DE BOISSIEU

Assistant Professor in Marketing - Academic Director of Graduate Program Digital and Marketing Luxury and Lifestyle

Elodie de Boissieu is an Assistant Professor of Marketing. She joined EM Normandie in 2020. She has a PhD in management science from the Université de Paris-Est, awarded in 2019.

FAQ

Students have a number of options to fund their studies: - Scholarships: higher education, regional funding, travel or internship grants - Bank loans: EM Normandie has agreements with partner banks - Paid student jobs offered by the Jobs Service associations and “Junior Entreprise”.

Examples of positions: • Product Manager • Brand Manager • Digital Marketing Manager • Customer Experience Manager • Events Manager • CRM Manager • Category Manager • Traffic Manager • eCommerce Manager • Community Manager

« Christian Dior and Granville, Coco Chanel and her first brand's flagship store in Deauville, the legendary Le Normandie ocean liner, the Barrière and Deauville Group, the Cosmetic Valley, the history of luxury “made in Normandie” is not something new: it is on the basis of this geographical anchoring that we created the MSc Marketing and Digital in Luxury and Lifestyle. Furthermore, with EM Normandie possessing unparalleled expertise in the fields of marketing and digital technology, we have elected to place digital training at the heart of our programme, so as to align ourselves perfectly with the issues currently faced within the luxury sector especially with the current health crisis. Moreover, in order to fill in the expectations from our recruiters, we added in our training an annual “French touch and savoir faire” tour with masterclasses with French luxury companies in order to make our students deep dive inside luxury. » Élodie DE BOISSIEU

Les débouchés

General information regarding the employment market :
Valued at more than 281 billion euros (source: Bain & Co, 2021) in 2021, the Luxury Sector is currently proving resilient in the face of global crisis, driven in particular by the acceleration in domestic expenditure in Continental China, Gen-Z consumers as well as online sales. Set to account for half of the sales of Luxury products and services between now and 2025, and have a digital behaviour that is much more advanced than that of traditional Luxury customers (77% of Chinese people purchase their Luxury products from their mobile phones, according to consultancy company Bain & Co.). Henceforth, players within the Luxury Sector who are looking to earn or retain their position within this strategic market will be compelled to consider the digital ecosystem. This will involve identifying atypical skills and profiles, marked by both an affinity towards Luxury culture and advanced digital expertise.

Career opportunities :
• Product Manager
• Brand Manager
• Digital Marketing Manager
• Customer Experience Manager
• Events Manager
• CRM Manager
• Category Manager
• Traffic Manager
• eCommerce Manager
• Community Manager

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