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Certificate in Luxury Brand Management

Program duration
90 hours – 3 weeks over 4 months
Degree level
Professional Certificate
Entry requirements
Undergraduate degree or above + at least 3 years of work experience + proof of fluency in English
Full program fees
€ 6,100

Important dates

February, 10 2020 – Module 1
April, 06 2020 – Module 1
February, 10 2020 – Module 2
April, 06 2020 – Module 2
May, 25 2020 – Module 3

Teaching location
98, rue Didot 75014 Paris

Applications for 2020 admissions are open.

The Certificate in Luxury Brand Management offers you the opportunity to understand essential principles and practices for the strategic management of luxury sector businesses. Participants will explore the nature of managerial work in the luxury sector in order to understand strategy, operations and project management. You will develop skills to implement this knowledge to increase individual and team performance. The course will enable you to apply the acquired knowledge to business cases within the luxury goods and services sector.

This certificate will share with you general knowledge and operational skills to successfully implement strategic management in the luxury sector. By understanding evolutions and trends within the sector as well as marketing and communications concepts, you will be well prepared to lead strategic management for luxury brand projects.

  • Create strategies to take advantage of major evolutions and trends in the luxury sector.
  • Explore the “dream factor” as it relates to luxury brands.
  • Analyze market position and consumer behavior.
  • Improve performance by taking into account the specificities of the luxury industry and various categories of products.
  • Evaluate and select appropriate management tools and processes for luxury brands.

Program strengths

  • Acquire essential knowledge of management, communications and marketing trends in the luxury sector
  • Apply concrete skills to luxury brand organizations.
  • Interact with academic and professional experts in the field of international business development.
  • Open the door to career advancement thanks to recognized, concrete skills.
  • Develop intercultural skills while studying with faculty and peers from around the world.
  • Earn credit towards future MBA programs.
  • Take part in a training program developed by a triple accredited business school.

This program is organized in 3 intensive modules.

As a participant of the Certificate in Luxury Brand Management, you will join MBA participants for these specialization modules. You will benefit from the diverse highly competitive environment and you will extend your professional network.

The Certificate in Luxury Brand Management will give insights into a number of key management areas.

Advances and Trends in Luxury Sector:

February 10 - 14, 2020 (15h)
April 6 - 10, 2020 (15h)

Core concepts: 

  • The creative process in the luxury sector
  • Cultural, social, ethical and sustainable dimensions of the luxury sector 

In this module, you will learn how to: 

  • Harness the creative process for luxury brand projects ​
  • Analyze luxury brand status
  • Identify the cultural dimensions that impact the luxury sector
  • Adapt strategies to match the social, ethical and sustainable impact of the luxury industry in new markets

Marketing and Communication for Luxury Brands:

February 10 - 14, 2020 (15h)
​April 6 - 10, 2020 (15h)

Core concepts:

  • Marketing and communications tools for luxury brands
  • Analysis and implementation of communications campaigns

In this module, you will learn how to:

  • Market and promote luxury brands
  • Evaluate the relevance of mass marketing versus differential marketing
  • Implement analytical tools to analyze marketing performance
  • Develop appropriate marketing and communications campaigns for luxury brands

Strategic Management of Luxury Brands:

May 25 - 29, 2020 (30h)

Core concepts:

  • Leadership in luxury brand organizations
  • Key concepts for luxury brand management
  • Financial and performance analysis

In this module, you will learn how to:

  • Apply key leadership skills to manage luxury brands and projects
  • Improve strategic management using concepts essential to luxury brands
  • Analyze markets, environments, customers and competitors within a sector
  • Carry out financial and performance analysis of luxury brand companies

Evaluation

Participants will be evaluated on how they apply course concepts through case study, individual exams and projects.

Continue your learning experience

Credit from this program may be applied to completing an MBA degree.

Educational approach

This certificate builds on a ‘learn by doing’ approach. Participants will explore key theoretical concepts and case studies before applying this knowledge to their own professional project.

Faculty

This certificate is taught by GEM faculty, professional experts and management consultants. With faculty engaged in research and the input of working professionals, the course links theory and practice by sharing useful knowledge and analyzing real-life business cases. Our international faculty and diversity of practitioners ensures the program benefits from a global perspective.

  • “The specialization course covered a lot of information, delivered by teachers with international and relevant professional backgrounds. The content was clear, interesting and UpToDate. GEM has put a lot of thought and expertise into designing it. But it wasn’t just about the new knowledge. The main benefits came from doing workshops (like Design Thinking), receiving individual feedback and interacting with other students from different campuses. This specialization gave me confidence and clarity about my future career steps and helped me to discover my strength. Being in Paris enabled us to gain direct insights into the luxury consumer goods industry. I loved being part of this specialization and get to know the Parisian luxury world, it was a great experience.” - Dominique Pullem, Germany, FT MBA Student 2019/2020

    “I am delighted to have chosen the specialization in Luxury Brand Management. My experience in retail has helped me enormously, but thanks to this MBA, I wanted to have a more in-depth knowledge of this very special world. The courses have all been very varied but they all complement each other and are necessary to understand the challenges and the luxury market. What I liked most was the quality of the courses with teachers who all have experience in their fields; making this program very professional. Furthermore, the in-store experiences such as; the visit of flagships such as Hermès rue de Sèvres, Hermès at 24 Faubourg, Guerlain Sèvres and the Geek but chic exhibition at Le Bon Marché. In addition, the work given was very interactive, such as « Design Thinking »; the Ishikawa method, or the two-day challenge on Guerlain's Habit Rouge, where it was necessary to rethink this iconic perfume to recruit millennials. I will conclude with the strategic side and financial analysis, which is important even in luxury. Understanding the numbers means understanding the strategy. Choosing this specialization is a first big step and will serve us forever in our professional life. THANK YOU all!” - Pamela El Hajj, France, FT MBA Student 2019/2020

    “Luxury is about creating memorable experiences and not just the product! Luxury in India means differently. The Indian luxury market is estimated to grow at an exponential rate in the coming years; it was essential for me to learn what 'luxury' truly means. I was able to fulfil this dream by doing the Luxury Brand Management specialisation, along with my MBA from Grenoble Ecole de Management. Professors and professionals well delivered the specialisation course hosted in the luxury capital- Paris. We were able to meet and learn from their personal and professional experiences the various facets of the luxury industry. From designing marketing communication for luxury brands to analysing brand-financials gave us in-depth knowledge of their core values and brand strategies.  It was exciting to experience luxury first hand during our flagship store visits as a part of the curriculum. This specialisation allowed me to strengthen my knowledge and professional background. It provided me with a platform to explore luxury. I'm thrilled to have been a part of this specialisation and this fantastic journey.” - Manisha Sane, India, FT MBA Berlin Student 2019/2020

    “I was thinking to choose luxury brand management specialization course for a long time, because in Georgia there is not so much developed the industy, but i am happy i made a great choice, because now i see huge pottential and opportunity to use my knowledge in future. The specialisation covers almost all major courses, for example we started from Marketing comunications, we understood the keys to manage a business,design thinking,  we created innovative product, made project planning and final course was analysing the business, go deep in numbers and find the key of success. Another importance of the specialization are the professors with high qualifications and professional backgrounds, sharing great stories from their daily work experience. Field visits made our classes more interesting and fruitfull to see everything in live what we covered in class. We had several field assignments to do, the practical part always makes course more interesting. The whole experience i got from this specialization is unique and totally changed my mindset!” - Madona Bakuradze, Georgia, PT MBA Student 2019/2020

Requirements

  • Bachelor’s degree
  • At least 3 years’ work experience
  • Fluency in English (required for non -native speakers)

Participant profile

Professionals with little or no experience of luxury goods and services industries who wish to acquire specific knowledge in luxury brand management.

Applications for 2019 admissions are open.

To apply for this program please fill out the online application form and send all required supporting documents (indicated in the application form).

Admission is subject to the number of places available. The number of participants will be limited and candidates will be admitted on a first come, first served basis. 

Program Fees

The cost of the Certificate is 6,100 euros. It covers the tuition and access to all GEM facilities. The cost does not include accommodation and meals.

Fees are subject to change. Please verify program fees each year before commencement.