Fashion & Luxury Brand Management
These full time postgraduate level courses are highly specialised programmes that support participants’ careers the fashion, luxury and creative industries. They are designed for those who have already acquired specific skills in the appropriate area at undergraduate level, or for industry professionals who wish to deepen their knowledge of a specific subject area in fashion.
MILANO
The brand manager’s role within the fashion luxury goods industry is to motivate, create desire, and build trust through various channels in merchandising, marketing and communication in order to meet the expectations of a luxury brand’s vision and strategy.
Programme Specification
Fashion & Luxury Brand Management
February 2023
This course provides in-depth knowledge of branding specifically for the fashion and luxury goods industries. Experts in luxury brand management know exactly where their products are positioned, fully understand their role in the market, and constantly analyse their relationships with customers. However, the task of the brand manager is not only to attract and retain consumers, but also to improve the practical and organizational management of a brand within the fashion organization - this course addresses both areas; luxury branding together with business management and organization skills.
Participants learn how to adapt communication, marketing and promotional techniques to reach sale goals and fully apply the key strategies of luxury businesses. As well as concentrating on the intangible elements: customer relationships, the impact of social media and the consumer ‘experience’, the course makes a critical analysis of the more tangible elements of branding; product attributes (quality, features, and design), and the difference between brand image and brand identity, packaging and labelling. A successful luxury brand manager works on all of these aspects. The fashion industry placement within the programme, giving students the opportunity to put theory into reflective and purposeful practice within the field. Participants become experts in making key branding decisions including in brand extension and brand repositioning, and learn how to detect any weaker products in a collection.
Analysis of the target audience and marketing mix provides a solid grounding for brand strategy development together with research on how companies in the fashion and luxury market develop their own interpretation of brand positioning and devise innovative strategies. Among other things, social media has changed the face of communication and this course looks at finding the right balance between corporate brand image, digital media and e-commerce platforms – key to the success of luxury brands today. Along with the study of past styles and the analysis of current trends and forecasts related to “future-fashion”, participants are able to question how aesthetic expressions and interpretations of social and cultural trends influence positioning and brand image. Current issues in the fashion industry are also addressed such as neo craftsmanship and alternative business models, together with professional links direct with fashion companies; industry projects and guest speakers all assist to provide a detailed insight into the realities, and the opportunities, of fashion. This course is for participants that have previous undergraduate level study or proven work experience, completing the course with branding and management skills for various positions within the fashion, luxury and creative industries.
- Marketing, Communication and Branding
- Management and Strategy in Luxury
- Future of Fashion and Luxury
- Sociology, Contextual and Cultural Studies
- Corporate Social Responsibility
- Research Methods
- Communication Manager
- Brand strategist
- Brand Manager
- Merchandiser
- Business Analyst
- Digital Marketing Manager
Badges of Excellence recognise a school’s strengths in four key areas: Best Overall, Best in Global Influence, Best in Learning Experience and Best in Long-Term Value.
- Global Influence – The global reputation and influence of a school, based on the selectivity of a school in admitting applicants and the enrolment rates of admitted applicants.
- Long-Term Value – The students' preparedness for the real world, based on student progression rates provided by the schools, assessing student satisfaction around employment, career preparedness and accessibility of alumni.
An Overall BoF Score was then awarded to each institution based on the sum-weighted score across all three key indices.
FIRENZE
The brand manager’s role within the fashion luxury goods industry is to motivate, create desire, and build trust through various channels in merchandising, marketing and communication in order to meet the expectations of a luxury brand’s vision and strategy.
Programme Specification
This course provides in-depth knowledge of branding specifically for the fashion and luxury goods industries. Experts in luxury brand management know exactly where their products are positioned, fully understand their role in the market, and constantly analyse their relationships with customers. However, the task of the brand manager is not only to attract and retain consumers, but also to improve the practical and organizational management of a brand within the fashion organization - this course addresses both areas; luxury branding together with business management and organization skills.
Participants learn how to adapt communication, marketing and promotional techniques to reach sale goals and fully apply the key strategies of luxury businesses. As well as concentrating on the intangible elements: customer relationships, the impact of social media and the consumer ‘experience’, the course makes a critical analysis of the more tangible elements of branding; product attributes (quality, features, and design), and the difference between brand image and brand identity, packaging and labelling. A successful luxury brand manager works on all of these aspects. The fashion industry placement within the programme, giving students the opportunity to put theory into reflective and purposeful practice within the field. Participants become experts in making key branding decisions including in brand extension and brand repositioning, and learn how to detect any weaker products in a collection.
Analysis of the target audience and marketing mix provides a solid grounding for brand strategy development together with research on how companies in the fashion and luxury market develop their own interpretation of brand positioning and devise innovative strategies. Among other things, social media has changed the face of communication and this course looks at finding the right balance between corporate brand image, digital media and e-commerce platforms – key to the success of luxury brands today. Along with the study of past styles and the analysis of current trends and forecasts related to “future-fashion”, participants are able to question how aesthetic expressions and interpretations of social and cultural trends influence positioning and brand image. Current issues in the fashion industry are also addressed such as neo craftsmanship and alternative business models, together with professional links direct with fashion companies; industry projects and guest speakers all assist to provide a detailed insight into the realities, and the opportunities, of fashion. This course is for participants that have previous undergraduate level study or proven work experience, completing the course with branding and management skills for various positions within the fashion, luxury and creative industries.
- Marketing, Communication and Branding
- Management and Strategy in Luxury
- Future of Fashion and Luxury
- Sociology, Contextual and Cultural Studies
- Corporate Social Responsibility
- Research Methods
- Communication Manager
- Brand strategist
- Brand Manager
- Merchandiser
- Business Analyst
- Digital Marketing Manager
Badges of Excellence recognise a school’s strengths in four key areas: Best Overall, Best in Global Influence, Best in Learning Experience and Best in Long-Term Value.
- Global Influence – The global reputation and influence of a school, based on the selectivity of a school in admitting applicants and the enrolment rates of admitted applicants.
- Long-Term Value – The students' preparedness for the real world, based on student progression rates provided by the schools, assessing student satisfaction around employment, career preparedness and accessibility of alumni.
An Overall BoF Score was then awarded to each institution based on the sum-weighted score across all three key indices.
PARIS
The brand manager’s role within the fashion luxury goods industry is to motivate, create desire, and build trust through various channels in merchandising, marketing and communication in order to meet the expectations of a luxury brand’s vision and strategy. To support the strategy of a brand, the brand manager/marketing director must devise a development plan or a marketing strategy to enter new markets.
Validations
Participants who successfully complete the programmes taught in English in Paris and London will be awarded with a Master’s Degree by (Manchester Metropolitan University-UK; Master’s Degrees include a 12-week work placement. Participants obtain 180 credits upon successful completion of the MA course. All candidates should meet specific entry requirements (please check www2.mmu.ac.uk/international/ for international equivalents).
RNCP
Participants who successfully complete the Fashion & Luxury Brand Management course taught in Paris will receive the corresponding 'RNCP' title of: "Manager Marketing du Luxe", recognised by the French State by decision of France Compétences (French Ministry of Labour) of 10-11-2021. As recognised vocational training, level 7 RNCP corresponds to the competences of a Master's degree.
Programme Specification
This 9-month course in Milano or Florence school or 15-month course (including placement) in London or Paris school provides in-depth knowledge of branding specifically for the fashion and luxury goods industries. Experts in luxury brand management know exactly where their products are positioned, fully understand their role in the market, and constantly analyse their relationships with customers. However, the task of the brand manager is not only to attract and retain consumers, but also to improve the practical and organisational management of a brand within the fashion organisation - this course addresses both areas; luxury branding together with business management and organisation skills. Participants learn how to adapt communication, marketing and promotional techniques to reach sale goals and fully apply the key strategies of luxury businesses. As well as concentrating on the intangible elements: customer relationships, the impact of social media and the consumer ‘experience’, the course makes a critical analysis of the more tangible elements of branding; product attributes (quality, features, and design), and the difference between brand image and brand identity, packaging and labelling. A successful luxury brand manager works on all of these aspects. The fashion industry placement within the programme, giving students the opportunity to put theory into reflective and purposeful practice within the field. Participants become experts in making key branding decisions including in brand extension and brand repositioning, and learn how to detect any weaker products in a collection. Analysis of the target audience and marketing mix provides a solid grounding for brand strategy development together with research on how companies in the fashion and luxury market develop their own interpretation of brand positioning and devise innovative strategies. The impact of social media has changed the face of communication and this course looks at finding the right balance between corporate brand image, new media and viral platforms – key to the success of luxury brands today. Along with the study of past styles and the analysis of current trends and forecasts related to “future-fashion”, participants are able to question how aesthetic expressions and interpretations of social and cultural trends influence positioning and brand image. Current issues in the fashion industry are also addressed such as neo craftsmanship and alternative business models, together with professional links direct with fashion companies; industry projects and guest speakers all assist to provide a detailed insight into the realities, and the opportunities, of fashion. This course is for participants that have previous undergraduate level study or proven work experience, completing the course with branding and management skills for various positions within the fashion, luxury and creative industries.
- Marketing, Communication and Branding
- Management and Strategy in Luxury
- Finance and Wealth Management
- Big Data, Analytics and Digital Disruption
- Luxury expansion and growth
- Future of Luxury
- Experiential Marketing
- Sociology, Contextual and Cultural Studies
- Corporate Social Responsibility
- Research Methods
- Communication Manager
- Brand strategist
- Brand Manager
- Operations manager
- Retail supervisor
- Merchandiser
- Business Analyst
- Digital Marketing Manager
Badges of Excellence recognise a school’s strengths in four key areas: Best Overall, Best in Global Influence, Best in Learning Experience and Best in Long-Term Value.
- Global Influence – The global reputation and influence of a school, based on the selectivity of a school in admitting applicants and the enrolment rates of admitted applicants.
- Long-Term Value – The students' preparedness for the real world, based on student progression rates provided by the schools, assessing student satisfaction around employment, career preparedness and accessibility of alumni.
An Overall BoF Score was then awarded to each institution based on the sum-weighted score across all three key indices.
LONDON
The brand manager’s role within the fashion luxury goods industry is to motivate, create desire, and build trust through various channels in merchandising, marketing and communication in order to meet the expectations of a luxury brand’s vision and strategy.
Participants who successfully complete the programmes taught in English in Paris and London will be awarded with a Master’s Degree by (Manchester Metropolitan University-UK; Master’s Degrees include a 12-week work placement. Participants obtain 180 credits upon successful completion of the MA course. All candidates should meet specific entry requirements (please check www2.mmu.ac.uk/international/ for international equivalents).
Participants who successfully complete the programmes taught in English in Paris and London will be awarded with a Master’s Degree by (Manchester Metropolitan University-UK; Master’s Degrees include a 12-week work placement. Participants obtain 180 credits upon successful completion of the MA course. All candidates should meet specific entry requirements (please check www2.mmu.ac.uk/international/ for international equivalents).
February 2023
This 15-month course (including placement) provides in-depth knowledge of branding specifically for the fashion and luxury goods industries. Experts in luxury brand management know exactly where their products are positioned, fully understand their role in the market, and constantly analyse their relationships with customers. However, the task of the brand manager is not only to attract and retain consumers, but also to improve the practical and organisational management of a brand within the fashion organisation - this course addresses both areas; luxury branding together with business management and organisation skills. Participants learn how to adapt communication, marketing and promotional techniques to reach sale goals and fully apply the key strategies of luxury businesses. As well as concentrating on the intangible elements: customer relationships, the impact of social media and the consumer ‘experience’, the course makes a critical analysis of the more tangible elements of branding; product attributes (quality, features, and design), and the difference between brand image and brand identity, packaging and labelling. A successful luxury brand manager works on all of these aspects. The fashion industry placement within the programme, giving students the opportunity to put theory into reflective and purposeful practice within the field. Participants become experts in making key branding decisions including in brand extension and brand repositioning, and learn how to detect any weaker products in a collection. Analysis of the target audience and marketing mix provides a solid grounding for brand strategy development together with research on how companies in the fashion and luxury market develop their own interpretation of brand positioning and devise innovative strategies. The impact of social media has changed the face of communication and this course looks at finding the right balance between corporate brand image, new media and viral platforms – key to the success of luxury brands today. Along with the study of past styles and the analysis of current trends and forecasts related to “future-fashion”, participants are able to question how aesthetic expressions and interpretations of social and cultural trends influence positioning and brand image. Current issues in the fashion industry are also addressed such as neo craftsmanship and alternative business models, together with professional links direct with fashion companies; industry projects and guest speakers all assist to provide a detailed insight into the realities, and the opportunities, of fashion. This course is for participants that have previous undergraduate level study or proven work experience, completing the course with branding and management skills for various positions within the fashion, luxury and creative industries.
- Marketing, Communication and Branding
- Management and Strategy in Luxury
- Finance and Wealth Management
- Big Data, Analytics and Digital Disruption
- Luxury expansion and growth
- Future of Luxury
- Experiential Marketing
- Sociology, Contextual and Cultural Studies
- Corporate Social Responsibility
- Research Methods
- Communication Manager
- Brand strategist
- Brand Manager
- Operations manager
- Retail supervisor
- Merchandiser
- Business Analyst
- Digital Marketing Manager
Badges of Excellence recognise a school’s strengths in four key areas: Best Overall, Best in Global Influence, Best in Learning Experience and Best in Long-Term Value.
- Global Influence – The global reputation and influence of a school, based on the selectivity of a school in admitting applicants and the enrolment rates of admitted applicants.
- Long-Term Value – The students' preparedness for the real world, based on student progression rates provided by the schools, assessing student satisfaction around employment, career preparedness and accessibility of alumni.
An Overall BoF Score was then awarded to each institution based on the sum-weighted score across all three key indices.
- Fashion & Culture
- Luxury Marketing Strategies
- Contextual and Cultural Studies
- Strategic Luxury Branding
- Research Methods
- Industry Placement
- Luxury Management
- Dissertation
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