Academic Master’s Programme and Double Award Master’s Programme in Luxury Brand Management
Course Summary School: Domus Academy
The Academic Master’s Programme path consists of 4 modules (course + workshop) plus 1 module including a professional experience and a Final Workshop Project. The Double Award Master’s Programme path includes additional dedicated classes and a 6th module as Final Major Project. Luxury goes beyond consumption: it is the narrative that surrounds the brand - its heritage, story and excellence. Luxury brands have their raison d’être in creativity. They add value to their products and services by offering their target audience deeper meaning and intangible value. Luxury has always been associated with the desire to express one’s status. While in the past this was expressed through physical goods, today it is increasingly conveyed through unique experiences.
The Master in Luxury Brand Management prepares students to manage the delicate balance between creativity and business for luxury brands. Students will learn how a brand’s purpose and range fits within a broader demographic, social and cultural landscape. Tomorrow’s luxury brand managers will explore the emerging values attached to the concept of luxury. Students will come to understand that branding is a mix of science and art, rationale and emotion. They will practice how to identify individual customer behaviours and social patterns and uncover powerful insights that will allow them to support luxury brands in developing unique points of view, meaningful values and strong emotional connections through engaging and memorable experiences.
The programme is directed at candidates who have a first-level degree and/or professional experience in art and design. Furthermore, the programme is also open to candidates with a background in economics, management, the humanities or equivalent fields provided they demonstrate adequate interest in the programme’s subject area.
Students will get a broad view of the luxury market to select their future career path. They will understand the culture and practices of international luxury businesses and learn the key skills that all brand managers need. Students will be able to pursue a management career and consider a wide range of related roles.Discover more here