Luxury Business and Communication

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).