Master in Luxury Management, Innovation and Branding
“As pointed out by The Boston Consulting Group Insights, luxury is a $1.3 trillion industry – the size of Australia’s GDP, the world’s 13th largest economy – so the welfare of such a large influence in the global marketplace is key.”
From ancient western and eastern empires to modern societies, luxury goods, objects and services have been an inspirational and affluent force in shaping art, culture, society and economics. Despite the global economic crisis, sales of luxury goods are surging worldwide. More than a symbol, luxury goods indicate success, advantage, privilege, taste and dreams.
The luxury market relies on managers and stewards who can understand and grow this unique sector. Our Master in Luxury Management, Innovation and Branding was designed especially for students aspiring to careers in the luxury management sector of today’s dynamic, global marketplace.
The focus of this Master is in understanding the dynamics and the peculiarities of the luxury management, paying special attention to the future. Luxury is a culture: you have to understand it to be able to practice it with flair and spontaneity and to build a career in the very competitive international luxury industry, which remains a brilliant growth sector in the current economic environment.
The analysis of the luxury concept, the study of the brands’ value in the luxury industry, the building up of the unique customer experience and the mechanisms linked to the a successful communication and external relations strategy will be studied through lessons, case studies and group work sessions. In addition to the rigorous academic program, “experiential” activities bring a “real world” perspective to both semesters.
Our staff and faculty consist of experts with real-life experience in the fields of Luxury Management, Branding, Recruitment, Innovation and Strategic Management. This program will definitely prepare you to face the challenges of the Luxury Market in the 21st Century.
We look forward to meeting you at the Swiss School of Management in Rome!Details of the Program
The Program awards 60 ECTS within a full academic year. It features company visits of the major brands and luxury goods’ producers in Italy, guest lecturers, scientific research and field-trips, as well as Leadershp training. The program is run in English. The faculty consists of international professionals, based in the city of Rome or close to it. Due to the professional obligations of our teaching faculty, some classes will be held at night, from 6 – 9pm.Modules and Course Structure
1. The Concept Of Luxury
This module is designed to provide students with a deep understanding of luxury culture in a global and dynamic perspective. The analysis of the status of contemporary luxury must be the result of a complex approach to specific social and ethical aspects that take into consideration historical, financial, cultural and local factors. The course will also point out how Italy is one of the most influential countries in the creation of luxury goods. The module features the following topics:
- Luxury in the past
- Social aspects of luxury, values and ethics
- True luxury and other luxuries
- Italy and luxury
2. Specific Characteristics Of The Luxury Industry
This module is designed to give to students a full overview on the main aspects that characterize luxury business models and on how luxury relates to contiguous segments, such as fashion and art. It will also analyse the importance of heritage in relation to luxury, and the connections between luxury, rarity and exclusivity concepts. The module features the following topics:
- Main factors of success in luxury industry
- Luxury associated to money, fashion and art
- The importance of heritage in luxury
- How luxury is connected to rarity and exclusivity
3. Brand Value In The Luxury Business
This module is designed to provide students with an applied understanding of how, and why, branding is core in Luxury Management. It gives them the opportunity to master the power of the brand in marketing key challenges as well as leveraging on brand equity, working on the main factors that can influence the specific target. Drivers of brand extension success will also be part of this course being fundamental in the business model of most luxury brands. The module features the following topics:
- Managing Luxury Marketing
- Brand power in luxury industry
- Brand image and brand identity
- Luxury Brand stretching
4. Product And Pricing In Luxury
This module is designed to provide students with an advanced understanding of product and pricing strategies in the luxury field. Topics will include the managing of creation and optimization of the product range, the implementation of services, and finally, the analysis of the most profitable price policies. The module features the following topics:
- Managing creation: the luxury product
- Structuring the product range
- The service factor
- Pricing issues and challenges
5. Retail Strategy And Management
This module is designed to provide students with the essentials in trade marketing with a special focus on luxury retail and on the latest innovations to enhance in-store experience. Building profitable long-term customer relationships through the Customer Relationship Management techniques is key for the luxury industry, and it will be part of this module as well as the study of the major issues in international distribution. The module features the following topics:
- Basics of luxury retail experience
- Customer Relationship Management key features
- Trade marketing
- Main issues in the international distribution system
6. How To Deal With Communication And External Relations Activities In Luxury
The module is designed to provide students with the necessary know-how to make them understand and deal with comprehensive communication strategies for luxury brands. From the organization of the communication structure, the establishment of the budget, the setup of a communication plan that takes into consideration both consistent creative inputs and corporate needs…every step of the process will be analyzed and practiced. The module features the following topics:
- Communication structure, budget and planning
- External relation strategies
- Press Office Activities
- Event Management
7. The Future In Luxury: Where Are We Going?
This module is designed to provide students with a receptive, insightful and out-of-the-box frame of mind, with the ability to identify and anticipate trends and future changes. A large part of the class will be dedicated to the internet and its influence in the various areas of Luxury management, such as distribution, and marketing in general. The module features the following topics:
- Luxury and the digital era
- The impact of e-retailing in the luxury industry
- Contemporary aspects of luxury industry and business models
- Trend Report Analysis
8. Business Administration
The Business Administration module is essential for candidates to understand luxury from a business side as well. This course prepares leaders, managers and entrepreneurs to face today’s challenges in leading a business from an administrative management perspective. The module features the following topics:
- Accounting for entrepreneurs
- New venture creation
- Operations management
- International law
- Strategic leadership
9. Final Thesis Project
By the end of the program, you will be able to apply what you have learnt to your company and elaborate your own business project. You will raise your own questions, decide on which methods can be used and, through a comprehensive analysis, conclude to your own recommendations. The summary of that business project called Thesis should present an original argument, business case or business plan, that is carefully documented by primary and/or secondary sources. The thesis must have a substantial research component and a focus, which falls within the scope of topics studied during your specialization. It must be written under the guidance of an advisor, who is expert in this area of study. As the final element in the master’s degree, the thesis gives you an opportunity to demonstrate expertise in the chosen research area. The thesis should present and investigate a hypothesis or a research question. Alternatively, you can develop a business plan. A business plan is a formal statement of a set of business goals, the reasons they are believed attainable and the plan for reaching those goals. It includes a description of a company or small business, its services and/or products and how the business will achieve its goals. The plan includes the overall budget, current and projected financing, a market analysis and its marketing strategy approach. In a business plan, a business owner projects revenues and expenses for a certain period of time and describes operational activity and costs related to the business.Entry Requirements
Candidates seeking admission to the Master of Luxury Management, Innovation and Branding program should hold a Bachelor’s degree or relevant Undergraduate degree.
All candidates must have a sound command of the English language; both spoken and written.
Work-Experience is not necessary.
The final decision concerning the acceptance in the Master of Luxury Management, Innovation and Branding program rests with Swiss School of Management.Start, Duration and Class Schedule
Start and duration:
The Program starts in the first week of September and has a duration of one academic year. After termination of the required curricula, students have maximum another six month’s time to send in their final project, thesis or business plan.
Classes are held on Mondays and Thursdays. Class times vary between morning, afternoon and night classes. Candidates are motivated to also find internships or other occupations while studying, in order to gain work-experience.Application Procedures
Fill out the entire application form electronically, save word document, send to us.
Note: do not fill in by hand and scan. Hand written forms will not be accepted.
Fill out the application form for the ssm program and send it back to us to begin the process of applying.
Note: application will not be reviewed until all documents have been received electronically and the application fee has been received.
The total tuition fees of the program include all study material (except for the books), examination fees, wi-fi access, access to the library, company visits, excursions and Personal Success Profile Analysis and Adventure Day. All fees except the Application Fee are fully refundable in case of rejection of the study visa. Once the enrolment is confirmed, all paid-in fees are not refundable.