Marketing and Communication Management for Fragrances & Cosmetics
This programme is about communication and content marketing for fragrances and cosmetics and making beauty products desirable in a digital and environmentally conscious scenario. The Master’s Programme provides institutional and digital marketing management tools and skills, advanced content and hands-on practice to give fragrances and cosmetics an even more glamorous appeal.
MILANO
Digital technologies and innovation processes have profoundly changed communication, processing, and production.
The programme covers the techniques, organisation, communication and promotion tools used in the luxury fragrance and cosmetics industry, focusing on the latest technologies, including viral platforms, online blogs, magazines, social media and exclusive collaborations with influencers to engage with consumers and stakeholders.
Learners will explore the market and gain a thorough understanding of the main characteristics and assets of this industry, its segments, niches, and consumer clusters, and how to attract them by communicating the luxury dream.
Communication and innovation management are vital to strengthening and implementing advertising campaigns, communication plans and promotional activities through the most appropriate channels, reflecting a brand’s vision or image. They have a strategic role in a perfume and cosmetic product launch and can determine its success. Learners will plan and manage presentations, events, social media calendars/plans, and PR activities and actively use the most recent media outlets, such as influencer and content marketing.
An additional focus is placed on innovation management processes and strategies, i.e. by analysing the relationship between perfumery, cosmetics and technology to find and apply new applications in production, distribution and marketing processes. Expert managers will present successful cases to help ignite creative ideas and insights.
Students will acquire extensive knowledge and skills in communication, styling techniques & communication through packaging for fragrances and beauty products while also experiencing the strategic value of the metaverse environment & digital experiences adapted to ATL and BTL marketing. They will delve into trend analysis and storytelling, visual communication, Fragrances’ creation techniques, as well as sociology, cultural and context studies.
- Innovation and transformation processes
- Management and marketing strategies for the fragrance industry, ATL/BTL
- Trend analysis and storytelling
- Sustainability and green production processes
- Visual communication
- Innovation and Transformation Manager
- Event and Social Media Manager
- PR and Communication Manager
- Social Media Planner
- KOL & Influencer Manager
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