Master in Marketing and Luxury Business Management in Barcelona en ESERP Barcelona

Dirigido a:

University degree.

Comentarios:

Why study this Master in Marketing and Luxury Business Management?

Behind a good brand image there is always good marketing. When it comes to luxury products and services, this effort is even more relevant, so it is essential to have top professionals in their field. The Master in Marketing and Luxury Business Management in Barcelona is a specialised programme aimed at training professionals to develop their responsibilities in such a highly complex and competitive area like that of the Luxury Sector.

You will learn the characteristics and specifications of the main markets in the luxury sector, you will develop the skills and abilities that will allow you to identify and implement strategies, along with the planning skills that will allow you to define objectives and resources.

Lugar de impartición:

en Barcelona

Profesorado:

Professors
Our professors are composed of entrepreneurs, executives and managers with extensive professional experience, as well as academic experts. Many of the ESERP professors hold executive positions and positions of responsibility in both start-ups and multinational corporations. They bring to the table their experience, perspectives and capabilities that are the result of their extensive experience in the business environment, which they apply to their lectures, thus helping to create an enriching and professional programme

Titulación que se obtiene:

- Master in Leer más Marketing and Luxury Business Management

START
October

SCHEDULE
Monday and Wednesday from 17:00h to 21:45h
Friday from 17:00h to 19:45h
Complementary activities from Monday to Friday in the afternoon

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60 ECTS (European Credit Transfer System)

FUNDAMENTALS OF MARKETING. MARKETING PLAN.
Design and implementation of a marketing plan.
Main functions of the Marketing Department.
Differences between local marketing/strategic marketing.

MAIN MARKETS OF LUXURY SECTOR.
Art – architecture.
Jewellery and luxury watchmaking. Leer más
Fashion and accessories.
Perfumes and cosmetics.
Haute cuisine and gourmet products.
Travel and luxury hotels.

MARKETING & BUSINESS. MARKETING IN INDUSTRIAL AND SERVICE COMPANIES.
Company, type and environment.
Marketing department: structure and team.
New needs, new globalised marketing.

RESEARCH & MARKETING SCIENCE: MARKET RESEARCH AND NEUROMARKETING.
Identification of trends and opportunities.
Collection and processing of information. CRM.
Consumer behaviour and psychology.

BRANDING. CRISIS MANAGEMENT AND REPUTATIONAL RISK.
Corporate and product brand. Brand image. Meanings and differentiation.
Types of business conflicts and their sources. Crisis manual.
Analysis, action, monitoring and evaluation of the crisis.

LUXURY BRAND & MERCHANDISING.
Visual merchandising techniques.
Merchandising strategies for the luxury sector.
Fashion merchandising vs retail merchandising.
Advantages and disadvantages of merchandising.
How to measure results in Retail Merchandising.

MANAGEMENT SKILLS. LEADERSHIP AND EMPOWERMENT. TEAM MANAGEMENT.
Leadership styles. Change management. Coaching, emotional and social intelligence.
Empowerment and motivation. Social climate. Talent management.
Management of high performance teams.

MANAGEMENT OF THE SALES NETWORK. NEGOTIATION AND KEY ACCOUNT MANAGEMENT.
Sales team skills / ability / competence. Training, motivation, and reward.
Total Outsourcing vs Outsourcing of specific processes. Effectiveness of both methods.
Large Accounts or Special Clients. Its management and importance.

DIGITAL MARKETING & E-COMMERCE.
Creating a Strategic E-Commerce Plan.
The technological structure in e-Commerce.
How to achieve and increase customer sales in e-Commerce.
E-Commerce as an internationalisation opportunity.

SUPPLY CHAIN MANAGEMENT IN MARKETING.
Optimal order management.
Supply chain optimisation.

Internationalisation, outsourcing of services and goods.
SALES BUDGET. PRICING POLICY: PROFIT AND CONTRIBUTION MARGIN.
Fixing sales targets as expected demand, product or service.
Sales forecasts, the overall budget and income. Key aspects of the budget.
Pricing. Price as a consumption regulator. Price discrimination.

LEGAL TREATMENT OF MARKETING.
Brand protection: term and scope, renewals, optimisation and defence of the brand.
Intellectual property: legislation, categories, defence and infraction.
Data transfer: legislation, defence of private data, infractions.

COMMUNICATION, PUBLIC RELATIONS AND BUSINESS PROMOTION
Communication and public relations in Brand Positioning strategies.
The new and the old communication. WOM (World of Mouth).
CRM. One-to-one actions with the client.
Luxury events.

PRODUCTS STRATEGY AND BRAND POSITIONING: GLOBALIZATION AND DECISION MAKING..
Market segmentation: diagram, techniques and lifestyle categories.
Descriptive, factorial, component and cluster analysis, conjoint analysis, MISS model.
Marketing mix according to segmentation, positioning and mapping.

BRANDING & CORPORATE SOCIAL RESPONSIBILITY.
Corporate brand and product. Brand image. Meaning and differentiation.
Types of business conflicts and their sources. Crisis manual.
Crisis: analysis, action plan, monitoring, and evaluation.

GLOBAL MARKETING. NEW MARKETS AND EXPORT SUBSIDIES.
Internationalization of marketing in the global economy.
Rating international environment and country risk.
FTAs. Common markets. Customs agreements.


PMO – (BUSINESS PLAN / PROJECT PLAN)

(*) CURRICULUM CONTENT, ITS PROGRAMMING AND MATERIALS MAY BE MODIFIED SLIGHTLY DUE TO CHANGES IN ACADEMIC PLANNING.
(*) THE ORDER OF THE MODULES IS INDICATIVE BASED ON THE SCHEDULING OF THE MASTER’S DEGREE.


ESERP ALUMNI

After the programme, you will be part of ESERP ALUMNI: an active community with an international presence made up of more than thirty-five thousand former students.Leer menos