Target - The Master in Luxury Marketing Management considers applicants having a relevant BA or an equivalent academic qualification in economics, communication, sociology, fashion, creative disciplines wishing to acquire practical knowledge and expertise in the luxury sector.
Structure and Methodology - The Master analyzes the fashion system as a contemporary industry that finds great opportunities for development thanks to a new way of understanding the marketing mix: the fashion product of the third millennium is sophisticated but wearable, original but timeless; the price is affordable but a "mental" discriminant for the target; distribution is global, yet maintaining a strong local recognition with a consequent customization of the product in different markets; communication makes use of the new marketing models (digital and social networks, blogs, viral communication, sensory communication, video communication) and the power acquired by the reputation of the brand in the consumer's mind.
The course analyzes the behaviors and needs of consumers, the trends, the development of luxury items, the approaches to marketing, sales and customer satisfaction based on the Internet and social media. Students will learn the use of apps, m-sites, and social media for making international campaigns.
Together with anthropology, art and fashion, psychology, color theory, students examine the contemporary fashion, brands and international designers, protagonists of current trends, and key factors to be able to interpret the dynamics of the industry today and in the near future.
The course includes communication in the fashion industry and subjects such as strategic planning, advertising, the basics of journalism, creative writing, the copy writing, editing, and graphics.
Of particular importance are the analysis of the press office activity, public relations, sponsorships, direct product and brand communications through an event.
The Master ends with the Final Project realized on a chosen topic among seminars and presented in a personal portfolio, aimed at checking the acquired skills.