30392 - LUXURY MANAGEMENT

The course introduces to key strategic and managerial topics in Luxury Businesses with the aim to unveiling the magic alchemy among creativity, product development, manufacturing and go-to-market decision-making processes that lead to success. We also analyze the most diffused development paths while identifying the critical steps to be done from start-up to a well-reputed global brand. As a luxury positioning is transversal among industries, the course also provides basics knowledge on the specifics of key categories in luxury personal goods, luxury cars and experiential luxury. It provides also students with a «knowledge kit» to understand the trends and future challenges of those segments. Lastly, a particular attention is given to the structural forces that are reshaping the competitive landscape of luxury businesses in the «new normal» context.

The course includes five sections:

1. Context. Luxury context, players and markets in the segment of luxury personal goods and experiential luxury.
2. Strategy. Foundations of strategy and business models within a high-end positioning: luxury vs. premium.
3. Management. Foundations of luxury management: overview of tools, approaches and mindset needed to create a distinctive and unique luxury positioning.
4. Growth. Foundations of luxury business development: from start-up to orchestrating a global luxury brand.
5. Business knowledge: basics knowledge of key luxury industries.

The course addresses the following questions and issues:

1. What are the foundations of successful business models in luxury?
2. Which are the key differences in strategizing and managing a premium or a luxury positioning?
3. What are the key business processes in creating a luxury positioning?
4. How could sustainable growth strategies be implemented by luxury firms?

Only attending students:

• 50% work in teams.
• 50% individual assessment (final written exam).

Readings, slides and cases are provided via e-learning space day by day.