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IFA Paris’s Paris’s IFA MBA in in Luxury Luxury MBA Brand Management Management Brand

1 Year Course 3 Fashion Capitals 3 Cultures


Shanghai

Introduction

IFA Paris

A unique learning opportunity in internationally dynamic and innovative learning environments that put you at the forefront of luxury: Paris, the capital of luxury; Shanghai, the fastest-growing luxury market; and Bangkok, extensive networks of local and international leading luxury brands.

International Fashion Academy, better known as IFA Paris, offers students undergraduate and postgraduate programs in design, business and luxury in an environment of multidisciplinary collaboration. With schools in Paris and Shanghai, IFA Paris is at the forefront of fashion education DQGRIIHUVSURJUDPVWKDWUHĂ HFWWKHEUHDGWKRIRSSRUWXQLW\ available in this vibrant industry.

Luxellence Center, together with International )DVKLRQ$FDGHP\ ,)$ 3DULVWKHZRUOG¡VOHDGLQJ fashion institution, have joined efforts to create a program in Luxury Brand Management allowing students to pursue postgraduate education in Paris, Shanghai and Bangkok within a year. This unique opportunity allows students to build career skills and gain a full understanding of WKHOX[XU\LQGXVWU\¡VIDVWHVWHPHUJLQJPDUNHWLQ 6KDQJKDL&KLQDDQGH[SHULHQFHRQHRI(XURSH¡V oldest and most dynamic luxury center in Paris, France and build on extensive luxury networks in Bangkok, Thailand. The program provides students with creative and entrepreneurial skills to respond to the challenges and opportunities associated with managing luxury brand within a dynamic, highly competitive, and rapidly evolving industry. The program will equip students with the ability to make the right and relevant strategic decisions to manage luxury brands globally.

IFA Paris was established in 1982 to combine the French fashion heritage with the modern globalized world. As the only school in Paris offering all its undergraduate and graduate programs taught in English, IFA Paris caters to a highly international student body from all corners of the world. The school is located in the historical garment district of the 10th arrondissement, a dynamic and increasingly trendy quarter.

Paris

IFA Paris has become the leading fashion school in China and is unique in demonstrating its dedication to success by bringing the best professional instructors. IFA Paris HVWDEOLVKHGLWVVFKRROLQ6KDQJKDLLQWKHĂ€UVWHYHU Sino-French joint venture in fashion education approved by the Chinese government.

Luxellence Center Established in January 2012, Luxellence Center is Thailand ÀUVWDQGPRVWH[FOXVLYHFHQWHUWKDWDLPVWRSURYLGHNQRZOHGJH and expert consulting services to both local and international luxury brands, while encouraging knowledge-sharing and networking.

This multidisciplinary program will explore the unique factors involved in building and maintaining a luxury brand, while understanding the culture DQG PLQGVHW RI OX[XU\ LQ WRGD\¡V FRPSHWLWLYH global environment and covers a wide range of courses including consumer psychology, emerging markets in luxury, visual merchandising, luxury retail management, international negotiation strategy, luxury distribution as well as many other luxury business modules. During the program, students will have the opportunity to work on industry sponsored projects in cooperation with international luxury brands, listen to guest speakers who are experts in the luxury industry, and visit leading brand stores, design studios and factories.

!

The initiative of the center is spearheaded by a team of expertise in the luxury industry, equipped with the support of professional in-house researchers to provide extensive and concrete data relevant to the growth of the luxury market.

Bangkok

Luxellence Center offers a variety of products and services to facilitate luxury brands and new businesses in entering and competing in this dynamic and fast-moving industry. The center, in joint collaboration with renowned educational institutes, has co-developed a range of programs and activities to serve our partners. Such programs and activities include professional management programs and educational programs, both short courses and degree programs. The center also offers bespoke research-based training solutions tailored to the needs of each individual professional or business. The ultimate goal of the center is to be a forefront luxury knowledge hub that provides excellence strategic consultation to luxury companies across the luxury sectors, including Fashion, Jewelry & Watches, Health & Beauty, Hospitality, Automobile, Aviation and others within Thailand.

"


Shanghai

Introduction

IFA Paris

A unique learning opportunity in internationally dynamic and innovative learning environments that put you at the forefront of luxury: Paris, the capital of luxury; Shanghai, the fastest-growing luxury market; and Bangkok, extensive networks of local and international leading luxury brands.

International Fashion Academy, better known as IFA Paris, offers students undergraduate and postgraduate programs in design, business and luxury in an environment of multidisciplinary collaboration. With schools in Paris and Shanghai, IFA Paris is at the forefront of fashion education DQGRIIHUVSURJUDPVWKDWUHĂ HFWWKHEUHDGWKRIRSSRUWXQLW\ available in this vibrant industry.

Luxellence Center, together with International )DVKLRQ$FDGHP\ ,)$ 3DULVWKHZRUOG¡VOHDGLQJ fashion institution, have joined efforts to create a program in Luxury Brand Management allowing students to pursue postgraduate education in Paris, Shanghai and Bangkok within a year. This unique opportunity allows students to build career skills and gain a full understanding of WKHOX[XU\LQGXVWU\¡VIDVWHVWHPHUJLQJPDUNHWLQ 6KDQJKDL&KLQDDQGH[SHULHQFHRQHRI(XURSH¡V oldest and most dynamic luxury center in Paris, France and build on extensive luxury networks in Bangkok, Thailand. The program provides students with creative and entrepreneurial skills to respond to the challenges and opportunities associated with managing luxury brand within a dynamic, highly competitive, and rapidly evolving industry. The program will equip students with the ability to make the right and relevant strategic decisions to manage luxury brands globally.

IFA Paris was established in 1982 to combine the French fashion heritage with the modern globalized world. As the only school in Paris offering all its undergraduate and graduate programs taught in English, IFA Paris caters to a highly international student body from all corners of the world. The school is located in the historical garment district of the 10th arrondissement, a dynamic and increasingly trendy quarter.

Paris

IFA Paris has become the leading fashion school in China and is unique in demonstrating its dedication to success by bringing the best professional instructors. IFA Paris HVWDEOLVKHGLWVVFKRROLQ6KDQJKDLLQWKHĂ€UVWHYHU Sino-French joint venture in fashion education approved by the Chinese government.

Luxellence Center Established in January 2012, Luxellence Center is Thailand ÀUVWDQGPRVWH[FOXVLYHFHQWHUWKDWDLPVWRSURYLGHNQRZOHGJH and expert consulting services to both local and international luxury brands, while encouraging knowledge-sharing and networking.

This multidisciplinary program will explore the unique factors involved in building and maintaining a luxury brand, while understanding the culture DQG PLQGVHW RI OX[XU\ LQ WRGD\¡V FRPSHWLWLYH global environment and covers a wide range of courses including consumer psychology, emerging markets in luxury, visual merchandising, luxury retail management, international negotiation strategy, luxury distribution as well as many other luxury business modules. During the program, students will have the opportunity to work on industry sponsored projects in cooperation with international luxury brands, listen to guest speakers who are experts in the luxury industry, and visit leading brand stores, design studios and factories.

2

The initiative of the center is spearheaded by a team of expertise in the luxury industry, equipped with the support of professional in-house researchers to provide extensive and concrete data relevant to the growth of the luxury market.

Bangkok

Luxellence Center offers a variety of products and services to facilitate luxury brands and new businesses in entering and competing in this dynamic and fast-moving industry. The center, in joint collaboration with renowned educational institutes, has co-developed a range of programs and activities to serve our partners. Such programs and activities include professional management programs and educational programs, both short courses and degree programs. The center also offers bespoke research-based training solutions tailored to the needs of each individual professional or business. The ultimate goal of the center is to be a forefront luxury knowledge hub that provides excellence strategic consultation to luxury companies across the luxury sectors, including Fashion, Jewelry & Watches, Health & Beauty, Hospitality, Automobile, Aviation and others within Thailand.

3


Bangkok

One Year Intensive Program

Unique Differences

Bangkok

Already a prime shopping destination LQ 6RXWKHDVW $VLD 7KDLODQG¡V UDSLG 12 academic weeks at IFA Paris in Shanghai growth of luxury retail will soon be heightened by the upcoming Asean 12 academic weeks at IFA Paris in Paris Economic Community (AEC) in 2015, 12 academic weeks at Luxellence Center in Bangkok SURPLVLQJDQLQà X[RIELOOLRQSRSXODWLRQ with unprecedented purchasing powers. The capital will undoubtedly emerge Shanghai Paris as the core fashion hub of Asia in the Shanghai is an open and extroversive $V IDVKLRQ¡V ELUWKSODFH 3DULV JLYHV years to come. In Bangkok, prospects metropolis and its ascent into the the world some of its most renowned will be opened to valuable opportunities ranks as a luxury forefront capital is designers and fashion houses including of relationship establishment with QRGRXEWDVHULRXVWRSLF7KHFRXQWU\¡V Chanel, Hermès LVMH, and etc. Paris /X[HOOHQFH&HQWHU¡VDEXQGDQFHOX[XU\ modern-day consumers are transforming holds a special place at the top of the networks. &KLQD LQWR WKH ZRUOG¡V ODUJHVW PDUNHW RI fashion and luxury world. Undoubtedly, it luxury and high-end fashion products. has a distinguished fashion and luxury The course will equip students with 6KDQJKDL LV XQTXHVWLRQDEO\ &KLQD¡V history, its present and future are just as implementation and development of Mecca for international fashion and compelling. Paris still lays claim to being luxury brands management skills, luxury industry. Most foreign fashion WKHZRUOG¡VIDVKLRQFDSLWDODQGLVDEOH both academically and professionally. and jewelry brands, from luxury to mass to prove it with important fashion Reputable local and international markets, count on more than one shop events such as its twice-yearly fashion guest lecturers will help to enhance LQ WKH FLW\¡V QXPHURXV IDVKLRQ VWRUHV week, fairs and trade shows, fascinating DQG ZLGHQ VWXGHQWV¡ ORFDO KRUL]RQ retailing districts and major shopping concept stores, and industry leading and perspectives, while tailoring their centers. trend agencies. skills to suit the needs of the Thai society.

Luxury Forefronts:6WXGHQWVZLOOH[SHULHQFHOX[XU\LQGXVWU\¡VSDVWIXWXUHDQGSUHVHQWHTXLSSLQJWKHPZLWKWKH ULJKWPLQGVHWRQOX[XU\FXOWXUHVDQGYDOXHVXQGHUVWDQGWKHZRUOG¡VODUJHVWOX[XU\PDUNHWDQGLWVFRQVXPHUV¡EHKDYLRUV and cultivate networks with leading luxury brands and companies.

Individualized Attention: The program accepts a maximum of 24 students per year to allow for individualized attention.

Mentor Program: Each student will be assigned a mentor, a highly recognized professional within the luxury ÀHOGPDQ\RIZKRPDUHWKH/X[HOOHQFH&HQWHU¡VKRQRUDU\FRPPLWWHHDGYLVRUVWRDOORZIRUGLUHFWSURIHVVLRQDOH[SRVXUH and interaction in terms of career advice and opportunities within the industry.

Honorary Guest Lecturers: A mix of academic and professional teachings mean that students will also be WDXJKWE\OX[XU\LQGXVWU\¡VSURIHVVLRQDOVWRHQVXUHH[SRVXUHWRWKHFXUUHQWUHDOZRUOGVXEMHFWVDQGLVVXHVZLWKLQWKH LQGXVWU\IXOÀOOLQJRXUFRUHYDOXHRI´FUHDWLQJSURIHVVLRQDOVE\SURIHVVLRQDOV¾

Work-Base Learning / Internship: Students will have the opportunity to intern at leading local and LQWHUQDWLRQDODQGORFDOOX[XU\FRPSDQLHVWKURXJKWKH/X[HOOHQFH&HQWHU¡VDQG,)$3DULV¡VH[WHQVLYHQHWZRUNV

Core Competencies

,)$3DULV¡V0%$LQ/X[XU\%UDQG0DQDJHPHQWLQ6KDQJKDL3DULVDQG%DQJNRNLQFRRSHUDWLRQZLWK/X[HOOHQFH&HQWHU

# Shanghai

$ Paris


Bangkok

One Year Intensive Program

Unique Differences

Bangkok

Already a prime shopping destination LQ 6RXWKHDVW $VLD 7KDLODQG¡V UDSLG 12 academic weeks at IFA Paris in Shanghai growth of luxury retail will soon be heightened by the upcoming Asean 12 academic weeks at IFA Paris in Paris Economic Community (AEC) in 2015, 12 academic weeks at Luxellence Center in Bangkok SURPLVLQJDQLQà X[RIELOOLRQSRSXODWLRQ with unprecedented purchasing powers. The capital will undoubtedly emerge Shanghai Paris as the core fashion hub of Asia in the Shanghai is an open and extroversive $V IDVKLRQ¡V ELUWKSODFH 3DULV JLYHV years to come. In Bangkok, prospects metropolis and its ascent into the the world some of its most renowned will be opened to valuable opportunities ranks as a luxury forefront capital is designers and fashion houses including of relationship establishment with QRGRXEWDVHULRXVWRSLF7KHFRXQWU\¡V Chanel, Hermès LVMH, and etc. Paris /X[HOOHQFH&HQWHU¡VDEXQGDQFHOX[XU\ modern-day consumers are transforming holds a special place at the top of the networks. &KLQD LQWR WKH ZRUOG¡V ODUJHVW PDUNHW RI fashion and luxury world. Undoubtedly, it luxury and high-end fashion products. has a distinguished fashion and luxury The course will equip students with 6KDQJKDL LV XQTXHVWLRQDEO\ &KLQD¡V history, its present and future are just as implementation and development of Mecca for international fashion and compelling. Paris still lays claim to being luxury brands management skills, luxury industry. Most foreign fashion WKHZRUOG¡VIDVKLRQFDSLWDODQGLVDEOH both academically and professionally. and jewelry brands, from luxury to mass to prove it with important fashion Reputable local and international markets, count on more than one shop events such as its twice-yearly fashion guest lecturers will help to enhance LQ WKH FLW\¡V QXPHURXV IDVKLRQ VWRUHV week, fairs and trade shows, fascinating DQG ZLGHQ VWXGHQWV¡ ORFDO KRUL]RQ retailing districts and major shopping concept stores, and industry leading and perspectives, while tailoring their centers. trend agencies. skills to suit the needs of the Thai society.

Luxury Forefronts:6WXGHQWVZLOOH[SHULHQFHOX[XU\LQGXVWU\¡VSDVWIXWXUHDQGSUHVHQWHTXLSSLQJWKHPZLWKWKH ULJKWPLQGVHWRQOX[XU\FXOWXUHVDQGYDOXHVXQGHUVWDQGWKHZRUOG¡VODUJHVWOX[XU\PDUNHWDQGLWVFRQVXPHUV¡EHKDYLRUV and cultivate networks with leading luxury brands and companies.

Individualized Attention: The program accepts a maximum of 24 students per year to allow for individualized attention.

Mentor Program: Each student will be assigned a mentor, a highly recognized professional within the luxury ÀHOGPDQ\RIZKRPDUHWKH/X[HOOHQFH&HQWHU¡VKRQRUDU\FRPPLWWHHDGYLVRUVWRDOORZIRUGLUHFWSURIHVVLRQDOH[SRVXUH and interaction in terms of career advice and opportunities within the industry.

Honorary Guest Lecturers: A mix of academic and professional teachings mean that students will also be WDXJKWE\OX[XU\LQGXVWU\¡VSURIHVVLRQDOVWRHQVXUHH[SRVXUHWRWKHFXUUHQWUHDOZRUOGVXEMHFWVDQGLVVXHVZLWKLQWKH LQGXVWU\IXOÀOOLQJRXUFRUHYDOXHRI´FUHDWLQJSURIHVVLRQDOVE\SURIHVVLRQDOV¾

Work-Base Learning / Internship: Students will have the opportunity to intern at leading local and LQWHUQDWLRQDODQGORFDOOX[XU\FRPSDQLHVWKURXJKWKH/X[HOOHQFH&HQWHU¡VDQG,)$3DULV¡VH[WHQVLYHQHWZRUNV

Core Competencies

,)$3DULV¡V0%$LQ/X[XU\%UDQG0DQDJHPHQWLQ6KDQJKDL3DULVDQG%DQJNRNLQFRRSHUDWLRQZLWK/X[HOOHQFH&HQWHU

4 Shanghai

5 Paris


Our program employs a variety of instructional methods.

Details

Lectures: Lectures are designed to challenge students

Intake

Program Schedule Shanghai: Paris: Bangkok:

by exposing them to the inner workings of the luxury industry as it operates today. The lecturers will lead students through valuable in-class activities and encourage discussion in order to have fruitful and engaging interactions.

‡ ‡ ‡

Self-Study: Self-study is a pre-requisite at postgraduate level that support autonomy and personal management. Students will be asked to do preparation work in order to make the most out of each session. Throughout the course, students will have to complete a set of learning activities to gain full understanding of the topics studied in class. Self-study will be actively supported by our Learning Management System (LMS).

January - March May - July August - October

Admission to the program is limited to around 15 - 24 students per intake. Start Date: January Deadline for Application: Priority list is before September 28th. After September 28th, any applications will only be considered as long as there are still places available in the program.

Credentials ‡

Upon satisfactory completion of the entire program, students receive an MBA in Luxury Brand 0DQDJHPHQWLVVXHGE\,)$3DULVDQGDFHUWLÀFDWH issued by Luxellence Center.

Admission Requirements ‡

Capstone Project: The capstone project is usually done as a team project about a subject chosen by the student and validated by the academic management. This project is done across two to three cities in order to have an international dimension. The work usually takes the form of a written thesis or dissertation, but may also be a report, a journalistic piece, or mixed media. The capstone project requires organization skills and is developed through negotiation with tutorial support to help students develop appropriate focus and monitor progress. It will be assessed as a main component of study and evidence of progress, time and team management skills and achievement of learning outcomes.

Industry Contact & Collaboration: During the course, students may have the opportunity to work on industry sponsored projects in cooperation with international brands, attend fashion events and master-classes in luxury services, listen to prestigious speakers, and visit leading brand stores, GHVLJQVWXGLRVDQGIDFWRULHV5HÁHFWLYHWKLQNLQJDQGZULWLQJ will be required from students in order to make the most out of such experiences for their personal development.

Student Workload:

The weekly student workload amounts to 40 - 45 hours a week. It breaks up into 20 hours of lectures on average and at least the same amount of time in personal and extra-curricular activities including readings, case studies, research, projects and visits.

%

‡

‡ ‡

Key Dates Application Deadline: Online Exam & Interview:

Result Announcement:

September 28th Within 15 days after submitting all required documents Within 15 days after the interview

The program is open to those holding a university bachelor, preferably in marketing, business administration, media & communication or design. For students who lack an undergraduate education, at least 5 years of relevant working experience is a prerequisite for enrollment. Preferably, a minimum of one-year working H[SHULHQFHVLQDUHODWHGÀHOG Preferably, non-native English speakers to provide an IELTS or TOEFL score when applying to the program.

Career Options Our program prepares graduates for careers in fashion, luxury brands, marketing and communication including: ‡ Brand Manager ‡ Business Owner ‡ Communication & Events Manager ‡ Strategic Marketing Analyst ‡ Marketing Communication Manager ‡ Product Development Manager ‡ Retail Manager ‡ Buyer ‡ Visual Merchandiser ‡ Showroom / Store Manager

An International Experience Students across the world have been part of the unique learning experience made possible through the IFA Paris. By bringing together a diverse international experiences, the Luxellence Center gives students the opportunities to gain a local and global perspectives on the luxury industry.

&


Our program employs a variety of instructional methods.

Details

Lectures: Lectures are designed to challenge students

Intake

Program Schedule Shanghai: Paris: Bangkok:

by exposing them to the inner workings of the luxury industry as it operates today. The lecturers will lead students through valuable in-class activities and encourage discussion in order to have fruitful and engaging interactions.

‡ ‡ ‡

Self-Study: Self-study is a pre-requisite at postgraduate level that support autonomy and personal management. Students will be asked to do preparation work in order to make the most out of each session. Throughout the course, students will have to complete a set of learning activities to gain full understanding of the topics studied in class. Self-study will be actively supported by our Learning Management System (LMS).

January - March May - July August - October

Admission to the program is limited to around 15 - 24 students per intake. Start Date: January Deadline for Application: Priority list is before September 28th. After September 28th, any applications will only be considered as long as there are still places available in the program.

Credentials ‡

Upon satisfactory completion of the entire program, students receive an MBA in Luxury Brand 0DQDJHPHQWLVVXHGE\,)$3DULVDQGDFHUWLÀFDWH issued by Luxellence Center.

Admission Requirements ‡

Capstone Project: The capstone project is usually done as a team project about a subject chosen by the student and validated by the academic management. This project is done across two to three cities in order to have an international dimension. The work usually takes the form of a written thesis or dissertation, but may also be a report, a journalistic piece, or mixed media. The capstone project requires organization skills and is developed through negotiation with tutorial support to help students develop appropriate focus and monitor progress. It will be assessed as a main component of study and evidence of progress, time and team management skills and achievement of learning outcomes.

Industry Contact & Collaboration: During the course, students may have the opportunity to work on industry sponsored projects in cooperation with international brands, attend fashion events and master-classes in luxury services, listen to prestigious speakers, and visit leading brand stores, GHVLJQVWXGLRVDQGIDFWRULHV5HÁHFWLYHWKLQNLQJDQGZULWLQJ will be required from students in order to make the most out of such experiences for their personal development.

Student Workload:

The weekly student workload amounts to 40 - 45 hours a week. It breaks up into 20 hours of lectures on average and at least the same amount of time in personal and extra-curricular activities including readings, case studies, research, projects and visits.

6

‡

‡ ‡

Key Dates Application Deadline: Online Exam & Interview:

Result Announcement:

September 28th Within 15 days after submitting all required documents Within 15 days after the interview

The program is open to those holding a university bachelor, preferably in marketing, business administration, media & communication or design. For students who lack an undergraduate education, at least 5 years of relevant working experience is a prerequisite for enrollment. Preferably, a minimum of one-year working H[SHULHQFHVLQDUHODWHGÀHOG Preferably, non-native English speakers to provide an IELTS or TOEFL score when applying to the program.

Career Options Our program prepares graduates for careers in fashion, luxury brands, marketing and communication including: ‡ Brand Manager ‡ Business Owner ‡ Communication & Events Manager ‡ Strategic Marketing Analyst ‡ Marketing Communication Manager ‡ Product Development Manager ‡ Retail Manager ‡ Buyer ‡ Visual Merchandiser ‡ Showroom / Store Manager

An International Experience Students across the world have been part of the unique learning experience made possible through the IFA Paris. By bringing together a diverse international experiences, the Luxellence Center gives students the opportunities to gain a local and global perspectives on the luxury industry.

7


Course Descriptions Global Social Economics

Consumer Psychology

Visual Merchandising

This module offers a comparative overview of socio-economic issues across broad regions and leading economies. In particular, the module will enable students to deepen their understanding of demographic variations and economic development challenges, environmental issues, the political and legislative factors that affect supply chains, and trade cooperation across boundaries.

This module enables students to understand the importance of consumer behaviour in the marketing and consumption process by analysing the conscious and unconscious factors at stake. A thorough analysis of these factors will help provide students with a sound understanding of how organizations plan effective marketing activities and consumer relationship management for their target markets and how consumers buying patterns are created. This module will be taught across two countries.

Focusing on the overall appearance of the luxury stores, YLVXDOPHUFKDQGLVLQJDQGDWPRVSKHULFVLVWKHĂ€QDODQG essential stage in an in-store environment to attract customers. Students will learn how to maximize space and oversee the layout of the store according to seasonal IDFWRUVDQGHYHQWVLQFUHDVLQJWUDIĂ€FDQGVDOHVYROXPH while maintaining a luxury brand image.

Luxury Concepts This module provides a platform to explore the idea of luxury and its conception. Students will examine the development of the luxury concept over time, its relation with the society, its impact on the products, its SRVLWLRQLQJLQWKHPDUNHWDQGLWVLQĂ XHQFHVRQLQGLYLGXDOV Implications with brand strategies aiming at providing a luxury service will be developed.

Program Portfolio )!*+,-./01,*2//34* 15*Shanghai

Emerging Markets in Luxury

)!*+,-./01,*2//34* 15*Paris

)!*+,-./01,*2//34* 15*Bangkok

Luxury Cultural Aspects I

Luxury Cultural Aspects II

Luxury Cultural Aspects III

Luxury in Communications

Historic & Creative Foundations

Luxury Entrepreneurship

Luxury Concepts

Luxury Industry Segments

Figures & Finance

Emerging Markets in Luxury

Luxury Trends and Future I

Intellectual Property

Global Social Economics

Buying & Merchandising

International Negotiation Strategy

Strategic Marketing in Luxury

Design Management in Luxury

Luxury Trends and Future II

E-Commerce for Luxury I

Luxury Distribution

Luxury Branding

Consumer Psychology I

Capstone Project II

E-Commerce for Luxury II

Visual Merchandising

Consumer Psychology II

Professional Skills & Etiquette

Luxury Retail Management

Working Methodology

Capstone Project III

Capstone Project I

Growth is mainly driven by emerging markets. Countries and regions like the Middle East, Russia, Brazil, India and particularly China are rapidly developing riches and their SURVSHULW\ LV KHOSLQJ WKH OX[XU\ LQGXVWU\ à RXULVK :LWK KDOI RI WKH LQGXVWU\¡V JURZWK WRGD\ FRQWULEXWHG E\ WKH Chinese and the majority of new luxury stores opening in Asia, many luxury companies are continuing to invest KHDYLO\LQWKHVHSURPLVLQJPDUNHWV$GGLWLRQDOO\VSHFLÀF demographic groups such as women, teenagers and HOGHUO\JURXSVPD\KDYHDQLPSDFWLQVSHFLÀFORFDWLRQV or luxury goods markets. Using statistics and survey, the students will learn how to spot and track potential emergent opportunities.

Professional & Personal Development

Luxury Environment

The importance of consumer interactions, tracking sales and the effects of color forecasting and taste on the domain of luxury is the focus of this module. Trends, fads and new technologies in product and packaging production can all have an impact on the process of marketing luxury goods and services. Cultural trends, opinions, analysis and metrics are factors used in understanding the movements of markets and enable organizations to plan effective campaigns suitable to their target markets. Typical contemporary issues such as democratization vs elitism, vulgarization vs uniqueness or mass production versus workmanship are studied to demonstrate their direct impact on the organizational processes and the creative solutions that are brought by luxury brands to overcome them.

Design managers and design consultancy agencies of these fashion and luxury sectors have to handle creativity, corporate image, and volatility while SXUVXLQJORQJWHUPSURĂ€WDELOLW\WKURXJKVRXQGPDUNHWLQJ VWUDWHJLHVHIĂ€FLHQWGLVWULEXWLRQSODQVTXDOLW\VRXUFLQJ etc. In this module, participants will become intimately acquainted with the demands of design processes by tracking 3 main stages (I) strategy (II) process (III) implementation.

15% Industry Contact

21%

Historic & Creative Foundations

11%

7% Sociocultural & Retail

11%

The key aspect of this module is the appreciation of provenance and origin, of a luxury brand and the practical application of skills in identifying original ideas that have value in the luxury market. This module explores the creative essence of a foundation, group or of an individual translated into a business.

Business Issues

Marketing & Management

18%

Capstone Project

17%

Luxury in Communications Using case studies, students will understand theoretical and practical foundations of marketing communications by examining the various methods which brands communicate with target audiences, including advertising, event management and public relations. By the end of the module, students will understand the role of marketing communications and be able to apply this knowledge within the luxury sector.

Luxury Industry Segments

This diagram shows the weight of each activity of the course.

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7KLVPRGXOHFULWLFDOO\DQDO\VHVDQGUHĂ HFWVRQPDUNHWLQJ strategies for luxury brands in a variety of industry sectors, and provides a rigorous outline to effectively manage luxury brands. The module looks at the differences in marketing luxury branded products and services versus mass market level. Students will also understand the problems inherent to the current luxury market including processes impacting the organizations identity, positioning, pricing and communication.

Luxury Branding Students will analyse the methods of sustaining and GHYHORSLQJ D EUDQG¡V LFRQRJUDSK\ DQG H[SUHVVLYH perspective through a specific management. This module also provides students with the required comprehensive tools relative to branding. T h e p o w e r o f a luxury brand is analysed through its value, its social, contractual and semiotic dimension. 7KHPRGXOHWUDFNVDEUDQG¡VOLIHF\FOHIURPFUHDWLRQWR decline within a unique framework of luxury branding.

E-Commerce for Luxury Luxury Trends and Future

Design Management in Luxury

Course Structure

Strategic Marketing in Luxury

This module will highlight the major segments of luxury goods from fashion to haute couture, accessories, travel, automotive and gastronomy. Students will analyse the VSHFLĂ€FLWLHVRIWKHVHVHJPHQWVGLVFRYHUWKHFKDOOHQJHV at stake and learn about and the related management techniques and strategies to implement.

Through this module, students will analyse the challenges to luxury markets posed by digital commerce, while meeting the business requirements of the 21st century. 6WXGHQWVZLOOGLVFRYHUKRZWROHDGDORQJWHUPDIĂ€OLDWLRQ business growth and sustainable brand value through the internet. A study of the best and worst practices will provide students with better understanding for these online approaches

Intellectual Property Protection of brands, designs and processes is a growing issue in the international development of luxury brands. This module will delve into the role of intellectual property (IP), counterfeit problems facing the luxury industry and H[DPLQHWKHœJOREDO¡LVVXHVVXUURXQGLQJEUDQGVH[SORULQJ and critically appraising the ever-growing interest in protecting intellectual rights and ideas.

Luxury Entrepreneurship This module addresses the need of future entrepreneurs WRGHYHORSLQQRYDWLYHOX[XU\FRQFHSWVLQVSHFLÀFPDUNHWV RI WRGD\¡V JOREDO IDVKLRQ LQGXVWU\ 6WXGHQWV ZLOO VWXG\ challenges faced by start-up companies, investigate case studies, and learn the best practices of writing a business plan. Most importantly, Students will analyse and learn how to evaluate growth potential in new businesses, minimize risk involved, and study what conditions are QHHGHGWRVXFFHHGVXVWDLQDQGà RXULVKLQWKHFRPSHWLWLYH global economy.

Figures and Finance This module aims to provide students with a broad view RIĂ€QDQFLDOVNLOOVSULFLQJVWUXFWXUHVDQGDFFRXQWLQJWRROV in order to understand how decisions are made in situations where buying, negotiating, budgeting and analysing company documents are involved.

Working Methodology

This module enables participants to acquire a strong knowledge of buying and merchandising strategy in terms of formulation process, development and implementation in a luxury environment. Students will have a good understanding of the buying cycle & budget plan, will examine the different buying methods and will be able to make coherent buying and merchandising plans by practical simulated exercises from industrial experience. The wider issues such as globalization, ethical trading, sustainability and technological developments will also be discussed.

Students will be shown how to use a variety of research methods and systems to professionalize enquiries, formalize work and presentations, manage projects and work as a team. Study methods that help with reading, speedy assimilation and analysis of text, gathering and hypothesizing data and ideas, Harvard referencing, interview techniques are taught together with focus JURXSVVXUYH\VNLOOVSUHVHQWLQJDQGHYDOXDWLQJĂ€QGLQJV using computer aided techniques. Understanding the importance of visuals and aesthetics in the luxury realm and logging displays and images through photography, scrapbooks and tear sheets is also a valuable research skill underlined by the course practice and group presentations. Role play and experiential games will allow students to rehearse a number of scenarios and JDLQFRQĂ€GHQFHLQSXEOLFDQGGDXQWLQJFLUFXPVWDQFHV

Luxury Retail Management

Luxury Cultural Aspects

This module covers all the activities linked to the operational management of a luxury store and provides an integrated and multidisciplinary perspective. It encompasses critical FRQFHSWVRIVWRUHPDQDJHPHQWLQFOXGLQJVWDIĂ€QJWUDLQLQJ POS systems, inventory, CRM and loyalty. Students will analyse the best practices in retail, address challenges of retail management and evaluate their impact on retail performance.

At each stage of the course the students will be introduced to a background of the key cultural and historical factors that have converged to create unique cityscapes and audiences for luxury products and services. Besides an orientation and introductory talk about areas, language and local habits, there may be outings to not only savour and enjoy but to analyse and discuss as indicative of consumer interests and behaviours.

Luxury Distribution

Professional Skills & Etiquette

Students will examine and gain understanding of various distribution strategies and channels available to brands: from licensees, distributors, to fully owned VXEVLGLDULHV 7KH PRGXOH DOVR DGGUHVVHV WKH VSHFLĂ€F needs of luxury consumer goods and services to sell WKURXJK KLJKO\ VHOHFWLYH FKDQQHOV LQFOXGLQJ Ă DJVKLS stores, free-standing stores as well as concept stores. This module will be delivered in two countries in order to address the local challenges.

This course will help students to prepare themselves for the business world and discover the necessary skills to optimize their communication, presentation and SHUVXDVLYHQHVV7KHVWXGHQWVZLOOEHQHĂ€WIURPH[HUFLVHV that will prepare and benefit them during business interactions that, in return, will leave long lasting positive impressions with decision makers or business partners.

Buying and Merchandising

International Negotiation Strategy This module is based on decades of research through direct experience and studies supplemented by observations of negotiations through business people in a global and culturally diverse environment. The purpose of this module is to provide students with insight on how negotiation works and train students on various subtleties that are obvious to highly skilled negotiators. Students will obtain key skills, such as, heightened awareness to help them achieve greater negotiation success.

Capstone Project This course is centred on the management of the Capstone project and will be divided in 3 main sessions: Introduction session (I) where students will be presented the organisation of the project, Proposal session (II) where the management will verify that students are on WKHULJKWWUDFNDQGĂ€QDOO\WKH3UHVHQWDWLRQ 5HPLWWDQFH session (III) in front of a selected jury. These sessions will be backed up with group tutoring. *Modules are subject to change.

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Shanghai Address: 350 Xianxia Road, Shanghai, China T: +86 21 36050654 / 62750055 www.ifa-edu.cn 3DULV$GGUHVVUXHG·(QJKLHQ3DULV)UDQFH T: +33 1 47703777 www.ifa-edu.fr

TARA SATHORN BUILDING, 19TH FLOOR, 119 SOI SATHORN 5, SATHORN TAI ROAD, BANGKOK 10120, THAILAND

Tel. +66 (2) 648 2940-2 Email: luxellence@pim.ac.th, luxellence@gmail.com www.luxellencecenter.com www.facebook.com/luxellencecenter

IFA Paris's MBA in Luxury Brand Management  

IFA Paris's MBA in Luxury Brand Management, in Shanghai, Paris and Bangkok, in cooperation with Luxellence Center

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