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, has come to an end? The Master 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 can work in various areas of marketing management (product, retail, merchandising, sales strategies, communication) within the international luxury brands.

  • Start date
    March 2017
  • Duration
    1 year
  • Attendance
  • Language

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.

  • Syllabus

    • History and Sociology of Fashion and Luxury

      How changes in contemporary societies have transformed the nature of the companies in fashion and luxury, from small family businesses to multinationals listed on stock exchanges around the world.

    • Total Quality Management and Creation of an Effective Action Plan

      To know the holistic approach to long-term success that views continuous improvement in all aspects of an organization as a process radically transforming the organization through progressive changes in the attitudes, practices, structures, and systems.

    • Creating an Effective Presentation

      Creating an effective presentation through storytelling, visualizing and presentation.

    • Principles of Marketing Management

      Learn about the marketing process and examine the range of marketing decisions that an organization must make in order to sell its products and services.  How to think like a marketer, discovering that the focus of marketing has always been on the consumer.

    • Off-Line Brand Communication

      Grasping the deep meaning of "brand essence" as the first step to build a coherent and successful communication plan.

    • Off Line PR Communication

      Learn about the role that PR plays in the management of a luxury brand and how the PR division interacts with corporate business units and both corporate/local marketing divisions in order to define yearly and long term PR plans with two primary objectives: enhancement of the brand and the support of sales.

    • Digital Marketing & Social Media Communication

      How to handle online strategic marketing/communication.

    • Luxury World

      To gain a deeper understanding of the Luxury industry (automotive, yacht, jewelry, fashion, shoes, hospitality, beauty).

    • Photography and Visual Perception

      Symbolic journey into the labyrinth of emotions, to recognize and manage this charming State of mind. Learn to see beyond the triviality of the appearance, abandoning that insignificant need to value nothingness.

    • CV Assessment, Team Building

      CV Assessment, team building.

    • Final Project

      The development of an individual project.

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.

Fabiana Romano - Course coordinator

Fabiana Romano - Course coordinator
Graduated in Economics with specializations in Integrated Communication and Media Training & Public Speaking. After many years of professional experience abroad, in 2000 she moved back in Italy and worked as Internationalization Responsible for an important public institution. In 2004 she founded Combust, a marketing and communication agency. Member of AIF and teacher, since 2010 she has being Editor in Chief of OM Magazine, a luxury and lifestyle magazine. Author of the book Passione I.T.A.L.I.A, Mondadori 2011.

Maria Aurora Di Pietro

Maria Aurora Di Pietro
Graduated in Economics with a Master in Training Development and Delivering. She is a Training Consultant with experience in: product, financial services, insurance, communication, NLP, marketing, client research, public speaking and focus groups. She boasts experience in launching automotive products from the technical, client oriented and marketing point of view. NLP Practioner Training and Certified Development Trainer for Volkswagen-Audi and BMW.

Anna Neri

Anna Neri
Founder and CEO of the jewelry brand Anna e Alex. In 2006 she left the job as International Marketing Manager at Bulgari for nurturing her talent as Independent Designer. After her graduation in Business Administration at the University of Southern California she pursued a MA in International Marketing at the University of Pittsburgh. Her passion for sharing her knowledge with students is evergreen since 2009.

Alessandra Sales

Alessandra Sales
She is currently running the jewelry company co-founded in 2006 with Anna Neri, named Anna and Alex. She worked at Bulgari as Corporate Press Office Manager for Jewelry, Watches and Accessories, then as Corporate External Relations Director responsible for worldwide press office activities regarding all product categories and sponsorships, celebrity endorsement, cinema product placement etc. She has also worked as Consultant for Boscolo Luxury Hotels; Enigma Gianni Bulgari; Marcadé.

Caterina Zavolta

Caterina Zavolta
Training in Languages and International Communication, Master in Digital Marketing at Luiss Business School After an experience in management positions in multinational companies, Catherine is Co-Founder and Managing Director of Webzine, boutique agency specialized in Social Media Management. Fashion market expert, she is also contributor to OM Magazine and Social CRM & Reputation Management Specialist at ArtMediaMix digital agency in Rome.

Umberto Stefanelli

Umberto Stefanelli
Italian photographer, he nurtured his own artistic approach and personal style in New York. Then he moved to Japan, where started working with Polaroid film. He collaborated with several artistic projects with, among others, Polaroid, L’Oreal, Nokia, Nippon Television. A selection of his works is included in several public and private collections such as the Polaroid Collection U.S.A., the Italian Center of Author Photography and the Shanghai Duolun Museum Of Modern Art. Blog he founded