Product Development for Fragrances
Short courses cover a variety of subjects, levels and duration to suit all preferences, and are also the perfect ‘taster’ or introduction to fashion programmes, useful when considering more intensive study, or for future career path development.
DUBAI
This short course is an immersive program designed for those looking to understand the commercial side of the luxury fragrance market, whether they aspire to work in brand management, marketing, or retail. Guided by IM tutors and a network of industry experts, students will learn how successful perfume brands are built and sustained in a competitive market.
The course provides an initial foundation of how the perfume industry operates from a management perspective. Participants will familiarize with some key business areas such as product development, basics of perfumery, marketing segmentation, communications and PR, and trend analysis applied to fragrances.
5% VAT must be added to all the fees
The course is designed to provide an initial foundation of how the perfume industry operates from a management perspective. Students will familiarize with some key business areas such as:
- Marketing and Communication Strategies for Fragrances
- The Luxury Fragrance Market: Segmentation and Positioning
- History of Perfume
- Basics of Perfumery and Production Processes
- The Luxury Fragrance Market: Evolution and Trends
On successful completion of the Product Management for Fragrances Short Course students will be able to:
- Understand the basics of perfumery composition and techniques.
- Identify how fragrance brands build and communicate their identity through branding, digital marketing, promotion, and PR.
- Discover the fundamentals of brand building rand trends related to the fragrance market.
- Communication Manager in Fragrances
- Product Manager in Fragrances
- Omnichannel Manager in Fragrances
- Licensing Manager in Fragrances
- Marketing Manager in Fragrances
Istituto Marangoni provides students with dedicated fragrance workshops:
- Fragrance Making Workshop with OO LA LAB
- Bukhoor Making Workshop with VILLA 515
WEEK 1
Participants begin with an analysis of the evolution and trends in the luxury fragrance market. The week also includes a focus on the GCC region and how the perfume industry can evolve in this specific geographical area through expansion strategies: new brands, niche extension lines and distribution chain stores.
WEEK 2
The objective of week 2 is to understand and identify the basics of perfumery and production processes, together with a focus on different distribution channels. Students look at key marketing practices, while integrated communication investigates foundation notions in brand identity, brand image and brand equity, licensing and the importance of branding. Participants use the knowledge gained in the previous week, via a vocational learning approach, to work on an individual fragrance launch for a chosen brand.
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