Master of Luxury Management, Innovation and Branding

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“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.”

Swiss School of Management - Prof. Flavia Muzi FalconiFrom 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 to understand, steward, 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. Understanding the dynamics and the peculiarities of the luxury management  paying a special attention to the future  is the focus of this Master. 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 who remains a brilliant growth sector in the current economic environment.

The analysis of the luxury concept, the study of the brand’s 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 histories 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 expert 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 chellenges of Luxury Market in the 21st, Century. I am looking forward to meeting you at the Swiss School of Management in Rome.

Sincerely,
Prof. Flavia Muzi Falconi

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Details of the Program

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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 and Leadershp training. The program will be 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.
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Modules and Course Structure

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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 analyze 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,  and to leverage 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 the creation, the optimization of the product range, the implementation of service 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 luxury industry and 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  set up of a communication plan that takes  into consideration  not only consistent creative inputs but also corporate needs…every step of the process will be analysed and practised. 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 able to identify and anticipate trends and  future changes. A large part of the class will be dedicated to 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 understanding 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 methods can be used, and by 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 from primary and/or secondary sources. The thesis must have a substantial research component and a focus that falls within the scope of topics studied during your specialization. It must be written under the guidance of an advisor who is knowledgeable 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 construct 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.
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Entry Requirements

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  • 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.
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Cost of the program

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Application fee
Enrolment fee
First Installment
Second Installment
Third Installment

Total Tuition Fees:

€ 200  –  due immediately, non refundable
€ 4,500  –  due after Provisional Acceptance
€ 4,100  –  due after three months
€ 3,100  –  due after six months
€ 3,100  –  due after nine months

€ 14,900

The total cost 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. Once the program has been started, all paid-in fees are not refundable.

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Start, Duration and Class Schedule

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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.

Class Schedule
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.

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Application Procedures

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FILL OUT THE ENTIRE
APPLICATION FORM ELECTRONICALLY

SAVE WORD DOCUMENT

SEND TO info@ssmrome.com

NOTE: Do not fill in by hand and scan.
Hand written forms will not be accepted.

Application have to be sent
to the following address:
Swiss School of Management
University of Washington Rome Center
Piazza del Biscione 95
00186 Rome, Italy
Phone:  +39 06 4004 93 20
info@ssmrome.com

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Apply for the Master in Luxury Management Program

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Master In Luxury Management Application

Fill out the application form for the SSM program and send it back to us at info@ssmrome.com 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.