Project Description

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    Unit 1: Innovative Strategies for Luxury Business (16 hours)

    Overview of emerging trends and challenges in the sector: how sustainability, digitalization and multiculturality have reshaped entrepreneurial practices.

    • The Fundamentals of Luxury: Innovative Brand Strategies
    • Luxury Business “Made in Italy” Clusters
    • The New Responsible Luxury Business: Trends and Challenges

    Unit 2: Global Luxury Business and Markets (16 hours)

    Full immersion into the communication approach of “Made-in-Italy” with a global vision of the luxury industry and managerial skills to operate effectively in the sector.

    • Global Luxury Markets and Consumers
    • Global Entrepreneurship and Communication Styles in Luxury
    • Effective Business in Luxury Internationally

    Unit 3: Luxury Communication Strategies and Tools (16 hours)

    Overview of new practices and tools in online communication to build a marketing approach for luxury brands based on effective digital narratives.

    • Effective Communication Strategy and Tools
    • Communication Techniques in Luxury
    • The Luxury Communication Touch in the Guest Service

    Unit 4: Digital Communication and Presence in Luxury (16 hours)

    An hands-on experience to develop interpersonal skills to interact effectively with clients and foster a luxury touch in the customer relationship.

    • Digitalization, AI Strategy in Luxury Communication
    • Disruptive Communication and Advertising
    • Social Media: Storytelling and Blogging

    Unit 5: Communicating the Brand: The Expert Talk (10 hours)

    A series of LIVE cases with representatives of luxury brands: 10 Corso Como, RANCÉ 1795, La Milanesa, Kartell Museo, Hotel Principe di Savoia – Dorchester Collection, Altagamma among others. Each of them will share their in-depth experience in luxury business and communication.

    Unit 6: Field Project – MILANO Luxury and Fashion LAB (48 hours)

    Final assignment based on group work with a partner company leader in the luxury sector.

    Unit 7 (2 options): Internship or personal professional project (3-6 months)

    • an internship from 3 to 6 months in a luxury company, to apply skills, methodologies and tools acquired during the course.
    • participants may develop an approved individual project and receive one-on-one coaching. Extra fee required.
    • Bachelor’s degree in any discipline
    • High motivation and aptitude for an intensive work pace, professional challenges, and international experience
    • Some previous work experience desirable
    • English proficiency

    Applications close 29th October 2021.

    Classes:
    12th – 14th November 2021;
    26th – 28th November 2021;
    10th – 12th December 2021;
    17th December 2021 (field project kickoff meeting);
    14th -16th January 2022;
    22nd January 2022 (field project presentation).

      FOR MORE INFORMATION COMPLETE THE FORM


      of IULM University and the cookie policy* of this website.

      * With reference to letter C) of IULM University's privacy policies, otherwise "receiving communications – via email/newsletter – about events or initiatives promoted by IULM University."


      I consentI do not consent