Luxury Marketing Management

Master - Rome

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What is fashion? What is luxury? Fashion is a form of art or business? And luxury, does it exist yet in the twenty-first century, or its genetic mutation, imposed by the spread of the affordable luxury of '80s, as a means of brand extension, has come to an end? The Master in Luxury Marketing Management answers these and other questions, examining closely the fashion market, its interpreters, the different business models and industry communication. Participants experience the luxury concept in different socio-cultural contexts and identify the strategies of seduction and expansion applied by the big brands in mature markets and in the BRIC economies, through the study of the monopoly exercised by the great signs of the luxury industry in sectors such as fashion, automotive, yachts, watches, lifestyle, food & beverage, gateways.

Career opportunities: At the end of the Master, students will have magnificent job opportunities to become a Luxury Marketing Manager in various areas of marketing management (product, retail, merchandising, sales strategies, communication) within the international luxury brands.

  • Start date
    January 2017
  • Duration
    12 months
  • Language
    English

Entry Requirements: The Master in Luxury Marketing Management considers applicants having a relevant Honours degree or an equivalent academic qualification in economics, communication, sociology, fashion, creative disciplines who wish 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 Master in Luxury Marketing Management analyzes luxury as an artisanal creation, the result of tradition, innovation, know-how, quality, both intrinsic and perceived. Luxury is also investigated as an economic instrument that promotes social distinction influencing purchasing decisions, but also as an exercise of the industrial power that sees the highest growth potential. The sectors of the luxury industry examined are: fashion, design, art, jewelry, watches, beauty, travel, accommodation, yachts, private aircrafts, cars, private banking, real estate and personal services.

The Marketing & Branding unit will cover subjects, such as distribution policies, the value of the leading international brands in the fashion industry, the suggestion of the life style in the communication of the brand and the product.

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 will 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 work of the press office, the media relations and 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 skills acquired.

  • FASHION AREA

    • ​Marketing & Branding

      Brand analysis, Connoisseur vs star brands, consumer attitudes, behaviour, decision making, global brand and identity & value questions, development of luxury items, accommodation facilities marketing and belonging patterns, internet-based approaches to marketing, sales and customer satisfaction, Italian brands and products, lateral thinking, luxury design and marketing leaders, marketing and management of luxury items, marketing research and forecasts of luxury items demand, social media, trends. Use of apps, m-sites, social media for international campaigns.

    • ​Fashion Luxury Brand Management

      Analysis of the leading fashion brands, mainly in the haute couture sector, which are creating the conditions to be considered also as luxury brands.

    • ​Fashion Communication

      Marketing and communication, strategic planning, copywriting, creative writing, advertising.

    • ​Communication 2.0

      New economy, digital communication, sound and video making, creative engineering, project management.

    • ​Fashion Journalism

      The bases of Fashion writing for different aims, editorial content management, critical writing.

    • ​Contemporary Fashion

      Fashion brands and designer by concept, fashion iconography, mandatory library research, moodboard.

    • ​Sociology of Imaginary

      Contemporary anthropology, arts and fashion, fashion psychology, brand identity.

    • ​Press to Impress

      Graphic design, editorial abilities, magazine editing.

    • ​Trend Forecasting

      Colour theory, trend methodology, futurology, buyology, millennium trends, retail trends.

    • ​Fashion Styling

      Fashion system and agenda, key factors and dynamics in the fashion industry, styling, image management, personal styling.

    • ​Press Office & Pr

      Fashion lifestyle, media relations and public relations, commercial partnerships, sponsorships, direct communication.

    • ​Event Management

      Storytelling, communicating an identity through a fashion show, an event or an exhibition.

    • ​Web Marketing & Communication

      Marketing in digital environment, viral communication, positioning optimization (SEO).

    • ​Media Planning

      Accounting, buying, budgeting, planning, auditing of an integrated communication campaign.

    • Italian luxury economy and brands

      Historical development of Italy as a leader in high-quality luxury brands in different fields; Italian cities as a background for luxury products and promotion, Italy as a journey through luxury and as a leader destination.

    • ​Sectors of the luxury industry

      Fashion, design, arts, jewelry and watchmaking, beauty, travels and accommodation facilities, yachts, private aviation, cars, private banking, real estate and personal services.

  • LUXURY AREA

    • ​Lifestyle

      The urban environment creates social, cultural, visual and commercial trends. Contemporary luxury is not immune to the changes of the spirit of time.

    • ​Heritage

      Heritage and innovation are empty words if you do not understand the mix of know-how and intuition behind the concept of a great luxury product.

    • ​Craftsmanship

      Craftsmen have become artists, and then brands we buy worldwide.

    • ​Quality

      Quality can be intrinsic or perceived, so actually luxury does not exist: we create it.

    • ​Price

      Luxury is the best thing money can buy, but also the best thing money cannot buy.

    • Prestige

      luxury as social recognition.

    • ​Brand Management

      Evolution of luxury brands. Reputation and brand equity.

    • ​CRM

      The evolved consumer wants to be cuddled. The luxury world knows it and develops its marketing into experiential and multi-sensory marketing.

    • ​Luxury Communication 2.0

      Communicating the luxury in the time of the Internet (and similar).

Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

​Coordinator: Fabiana Romano

​Coordinator: Fabiana Romano
Degree in Economics at LUISS – Guido Carli, in Rome; specializations in “Integrated Communications” and “Media Training & Public Speaking” at Florida State University (USA) and Luther Pendragon (UK). From 1994 to 2000 she works in New York, Los Angeles and Paris in the fashion industry and as Executive Producer for TV sport productions. In 2000 she moves back to Italy and after managing the start-up of the External Relations area for a leading multinational group in the finance sector, she is in charge of the Internationalization of an important public institution. In 2004 she founds Combust, a marketing and communication agency. Member of AIF, since 2006 she teaches at IED and in post-graduation masters. Since 2009 she teaches at University of Minnesota, Michigan State University and Santa Barbara City College. Since 2010 she is the Editor in Chief of OM Magazine, a quarterly luxury and lifestyle three-lingual magazine. Author of the book “Passione I.T.A.L.I.A” published by Mondadori (2011).

​Fabio Attanasio

​Fabio Attanasio
Blogger, menswear consultant and freelance journalist for Italian and international newspapers such as GQ Italia, Fashion Illustrated, Arbiter, Vedomosti and RBC Daily. His “The Bespoke Dudes” blog is the young Italian voice of bespoke tailoring and artisan excellence.

​Laura Buonocore

​Laura Buonocore
Corporate Events Manager and Corporate Public Relations for Far East and Japan, Salvatore Ferragamo. Fashion International Press Office.