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.
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:
On successful completion of the Product Management for Fragrances Short Course students will be able to:
Istituto Marangoni provides students with dedicated fragrance workshops:
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.