MBA in International Luxury Brand Management

Transcription

1 MBA in International Luxury Brand Management

2 You have the answer Since its founding in 1907, ESSEC has been developing a unique learning model based upon its strong identity and core values: innovation, open-mindedness, responsibility and excellence. The ESSEC mission is to educate responsible leaders for tomorrow s world. Its comprehensive range of programs - covering undergraduate, graduate and executive education -reflects ESSEC s tailor made approach, and is designed to train entrepreneurs and managers who are ambitious, economically aware and socially responsible. ESSEC s teaching method is focused upon 4 main goals: the ability to manage process through theoretical knowledge and practical experience, face complex business situations, rise to leadership thanks to authenticity and communication skills and finally develop abilities to integrate social and cultural issues in business. ESSEC s dynamic research activity (over 900 academic articles and publications in the last 5 years) and its 19 research and teaching chairs that bring together professors and companies, generate a wealth of knowledge and management theory that is continuously contributing to the improvement of organizational performance for the 21 st century. Today, the ESSEC community represents over 90 nationalities, 4,400 students, 5,000 managers in executive education and 141 permanent faculty members, located on 3 campuses in Cergy- Pontoise, Paris La Défense and Singapore. Its immense network of 40,000 active graduates extends across 55 countries around the globe. Faced with the ever-changing challenges of globalization, ESSEC s strategy to develop its resources, global presence and partnership network is the pursuit of an ambitious goal: to be ranked amongst the top 20 most influential business schools in the world and to position itself as a leading educational institution in Asia. 5,000 managers in executive education 4,400 students including 1,350 international students 40,000 Alumni around the world Worldwide Rankings ESSEC Master of Science in Management no.8 Advanced Master in Financial Techniques no.3 Executive Education programs no.8 By Simon Nyeck, Academic Director and Denis Morisset, Executive Director We are looking forward to sharing our expertise and enthusiasm with you. M a n a g i n g The Spirit of Luxury In 2011, the MBA in International Luxury Brand Management celebrated its 16 th anniversary. While it was time to rejoice and assess what had been done, it was also the right time to think over what we had to do next. More than ever, and this still applies today, we need to keep close to the changing economic, political and cultural world that shapes the future of luxury. Until the 1990 s, the major players in the luxury prestige world were family-owned companies that used to be called Maisons but when the MBA in International Luxury Brand Management was founded in 1995, this was not the case anymore. Today, most luxury brands are part of major international groups, and need a new breed of managers with a specific kind of business expertise. This is because they have to manage, in a very competitive international context, leading brands with a highly innovative and creative potential, combined with a strong history and culture. Those who plan to work in luxury have to be able to match the management and business skills with the culture and the spirit of luxury. The MBA has been at the heart of those major changes, thanks to the partnerships that have been developed and nurtured over time with leading brands and institutions. It has become a worldwide reference in graduate and executive education and is still today unequalled. 90 nationalities represented on 3 campuses 3

3 Ad-hoc conferences (CEO, executive search and HR conferences), company visits, and French/Italian courses are integrated in the curriculum. Introductory Period: September Luxury Product Knowledge and Management Foundations Winter Trimester: January-March Understanding Brand Management and Organizational Issues Program content The MBA is organized in five periods Market Players Cultural Dimensions of Luxury Brand Management Luxury Consumption Group Dynamics & Team Building Foundation of French Luxury Handcraft Oenology Financial Accounting Gemology Financial Management 2 Potential Development : Workshop 2 Workshop on Brand Management Social Media and Branding Negotiation Business Case & Methodology Innovation and Operations Management Business Plan for Entrepreneur Retailing Excellence Design Project Management Developing the Luxury Business in Emerging Markets Strategic Cost Analysis Product Development in Fashion Consumer Studies in Luxury : Quantitative Research Field trip: Understanding a Major Luxury Market (7 days) Optional Boutique Internship (2 days) The introductory period (summer) focuses on developing luxury product knowledge (wine, gemology, fashion) as some participants do not have any luxury background. In addition, the program provides foundations in core business disciplines and competencies needed by all MBA graduates (finance, accounting). The second period, while addressing luxury market trends (consumption, distribution and marketing strategies), reinforces core business knowledge. The third period concentrates more on luxury brand management and semiotics. The fourth period deals with specific issues and the management of specific luxury sectors (cosmetics and fragrances, wine and spirits, jewellery and watches, fashion and accessories, niche brands). Finally, teams of MBA participants conduct a two-month consultancy field project for a luxury company. Autumn Trimester: October-December Understanding Luxury Distribution, Consumption and Management Issues International Strategic Marketing Managing the Global Corporation International Luxury Distribution & Business Models Managing Oneself & Others Consumer Behavior Management Accounting Consumer Studies in Luxury: Qualitative Research Potential Development : Workshop 1 Financial Management 1 Spring Trimester: April-May Managing Specific Luxury Sectors Conducting Field Project Research Workshop on Retail Operations Leadership Conferences Learning from Managers of Specific Sectors These seminars are given by executives of major luxury brands Managing a Jewellery & Watch Brand Managing a Wine and Spirits Brand Managing a Perfume & Cosmetic Brand Managing a Niche High-End Luxury Brand Field trip: Understanding the Italian Fashion System (5 days). Working on a project with design students of Richemont s Creative Academy in Milan Practical info Who can apply? Duration: 11 months This program is designed for Locations: Cergy-Pontoise Languages: English or equivalent level qualification Class size: 45 students working experience Tuition Fees 2012/2013: 37,000 GMAT: Minimum 550 Expected 600 creative abilities Toefl: 100 IELTS: 7 Average Age: 31 Application deadlines: December 31 st and March 31 st - participants with a good undergraduate degree - with an international profile and at least 3 years - who have demonstrated their potential and

4 Profit from a unique expertise Choosing this MBA is: Being part of ESSEC, Europe s leading business school with the highest standards in general business education and having access to its ESSEC Alumni. Having access to a full specialization in luxury brand management, one of the most challenging international sectors, with direct professional exposure and interaction. Being involved in a highly demanding leadership training. Because this MBA is a one-year program, participants are committing themselves to an intensive learning experience. Being coached and helped in your career expectations and job search. The educational approach The international field trips Although Paris is the world capital of luxury, there are key and emerging markets for the luxury and prestige industry that need to be explored. Understanding these markets implies being confronted with them. Every year in January/February, the Program Directors take the MBA class on a 7-day trip to an international destination that seems the most appropriate at the time, in terms of both emerging and mature markets. Participants will not only explore the market, but also meet locally luxury and prestige companies top executives, and market analysts. During this trip, teams of participants conduct a market analysis on specific issues. The findings are presented later during the winter term and discussed. In the past years, the Field trips have taken participants to New York, Tokyo, Hong-Kong, Shanghai and Beijing. A second 5-day field trip is also organized to Italy in April. Italy is, with France, a leading country for luxury, mainly in the fashion and accessories sector. The field Trip focuses on the fashion market, with visits to the major fashion brands (Armani, Gucci, Ferragamo, Fendi, Versace, Zegna ). The goal of the MBA in International Luxury Brand Management is to help participants to become permanent learners, able to develop a global vision of the business, with leadership and managerial abilities to successfully manage a luxury brand. Building a vision, by learning to approach problems from global perspectives, integrating academic and technical knowledge, assessing situations from business, economic and cultural standpoints. Tomorrow s leaders need vision, imagination and creativity to enhance their brand equity and anticipate their companies development. Developing action based on theory and concepts, through acquiring the theoretical frameworks that can be later called upon to apprehend change, transferring competencies and know-how. Building commitment by developing the communication and organizational skills to secure team commitment and projects management. The leadership training pole The leadership training pole focuses on offering diverse group and individual learning situations. Experiential learning Professors make the best possible use of the participants working experience. A participant s presentation booklet is handedout to all professors and lecturers. This, along with the CV Book published in March and sent to all our partners, is a good introduction to the world of luxury. Multi-cultural teamwork The MBA class size (45 participants per year), and the international selection allow the participants to interact with more than 18 different nationalities. This unique learning experience is enhanced by teamwork during the year as each participant has the opportunity to be, at one point, captain of a multicultural team. The luxury global field project From the end of May to July, teams of 3 to 4 MBA participants spend two full months working on a consultancy project which may include several aspects within a prestige company (brand extensions and positioning, distribution, retailing, communication, new product development, etc). Companies propose the topics/issues that are important or strategic from their perspective. Each team is monitored by an ESSEC professor and a company executive. A presentation of the final results is organized for the company staff, and a written report is submitted. All information is confidential, as stated in the MBA Code of Ethics. "The ESSEC MBA Luxe was crucial to my changing career fields away from finance. Not only did it teach me all the necessary business school educational courses to be a successful manager but it also helped me understand the "soft skills" that are so much a part of the luxury industry. Those are the lessons one simply will not get from a non-specialized program. With a complete "toolbox" I became a credible, and highly sought after, candidate for employment. Luxury companies were confident I spoke their language and comprehended their world. " Craig Danforth MBA in International Luxury Brand Management Class of

5 Interact with the major luxury institutions The Luxury Products Division of L Oréal is proud to support the ESSEC MBA in International Luxury Brand Management, a program with a unique focus in the MBA offer, attracting individuals with international profiles, passionate about the luxury and prestige industry. Recruitment Manager - Luxury Products Division, L Oréal International partners and contributors Building partnerships with major companies and institutions in the luxury world has been a main challenge since the foundation of the MBA in International Luxury Brand Management in And corporate loyalty to the program has been our best reward. Partners and contributors participate in the program in different ways: Participation in selection jurys Scholarships Mentor program Boutique internships CEO conferences HR and executive search firm conferences Company visits Field projects and case studies Choice and placement of MBA participants The career service The MBA program provides ongoing career orientation and support to participants to help them find suitable positions upon graduation These services include personal development coaching which has been designed to help participants capitalize on their skills and experience, so they become conscious of their assets. Participants define a personal strategy to market their skills and thus optimize their chances of joining the leading luxury and prestige firm of their choice. Corporate executive conferences Interacting with top executives from the luxury and prestige sector The Career Service also organizes individual counselling, workshops, mock interviews, conferences and contacts with executive search consultants, industry leaders/ceos and HR Directors. In addition, it edits and distributes the CV book to some 500 luxury goods firms worldwide. Partners and contributors may choose to act as lecturers or guest speakers in specific courses, workshops or conferences. Wednesday afternoons are usually reserved for these CEO/HR conferences throughout the year. Executives from the luxury and prestige companies worldwide also give lectures during the field trips, providing further exposure to global markets. Current Partners and Contributors include Baccarat BeThe1 Bulgari Burberry Calvin Klein Chanel Chanel Parfums Clarins Coach Ermenegildo Zegna Estée Lauder Companies - Clinique - Estée Lauder - Mac Cosmetics Falpago Firmenich Floriane de Saint Pierre Fahrenheit Hermès Lanvin L Oréal Luxe - Diesel - Giorgio Armani Parfums - Helena Rubinstein - Lancôme - Maison Martin Margiela - YSL Beauté LVMH Group - Benefit - Céline - Chaumet - Christian Dior Couture - Christian Dior Parfums - D.F.S. - Dom Pérignon - Emilio Pucci - Fendi - Givenchy - Givenchy Parfums - Guerlain - Krug Vins Fins de Champagne - Louis Vuitton - Moët et Chandon - Moët Hennessy - Sephora Mercedes-Benz Polo Ralph Lauren PPR Luxury Group - Balenciaga - Bottega Veneta - Gucci - Yves Saint Laurent Le Printemps Richemont - Cartier - Chloé - Dunhill - Lancel - Montblanc - Piaget - Van Cleef & Arpels Rent the Runway Russel Reynolds Saks Fifth Avenue Swarovski The Swatch Group - Tissot Tiffany& Co Tod s TFWA William Grant & Sons Ltd The mentor program Each MBA participant is attributed a mentor from one of the sectors of the luxury goods industry. The mentor's role is to offer the student information and useful advice to help him/her understand career prospects and opportunities within the luxury goods sector. Ideally participants meet with their mentor about 5 times during the year. Participating in the jury of the MBA in International Luxury Brand Management has given us the opportunity to identify strong personalities sensitive to the concepts of company image and selective distribution. Director of Human Resources Estée Lauder 8 9

6 A mix of academic and professional teaching In addition to ESSEC faculty, the MBA relies on visiting academic specialists and professionals who bring their business expertise in the luxury sector by developing unique specialized courses and case studies. essec faculty Enter a network of excellence Marketing Department Simon NYECK - Associate Professor Ph.D. in Marketing, ESSEC - Academic Director of the MBA - France Sonia PROKOPEC - Assistant Professor Ph.D. in Marketing, University of Houston - USA 40,000 Alumni around the world The ESSEC Alumni Association currently gathers a community of 40,000 graduates, with over 55 Alumni chapters located worldwide. As well as giving career advice to ESSEC graduates, the ESSEC Alumni Association off ers a wide range of services and organizes special events, in order to develop the ESSEC network and image. It is constantly promoting dialogue and networking among graduates, current students and companies in all business sectors. The association off ers an Internet portal and an exclusive directory, and organizes events throughout the year all over the world. At ESSEC, we have a very interactive approach to teaching. We offer an open environment that encourages students to become active participants in the classroom. In addition, a large number of exchange students from world renowned business schools allows for cross-cultural perspectives and exchanges on many current strategic and consumer behavior issues. Public and Private Policy Department Aurélien COLSON - Associate Professor Director of ESSEC IRENE - Ph.D. in International Relations, University of Kent - UK Finance Department Sridhar ARCOT - Assistant Professor Ph.D. in Finance, London School of Economics Accounting and Management Control Department Marie-Léandre GOMEZ - Assistant Professor Doctorate in Management, University of Paris Nanterre - France Paul ANDRÉ - Professor Ph.D., University of Waterloo, Ontario - USA Michel GORDIN - Associate Professor, University of Paris I Strategy and Management Department Ashok SOM - Associate Professor Ph.D. in Business Administration, Indian Institute of Management, Ahmedabad - India Carole DONADA - Associate Professor Doctorate in Management, HEC - France visiting faculty Véronique DRECQ - Associate Professor, Paris II - Assas University, France Hans MÜHLBACHER - Professor, Innsbruck University - Austria Andrea HEMETSBERGER - Professor, Innsbruck University - Austria ProfeSSIonAl faculty Franck ASENKAT - Consultant (E99) Jérome AUZANNEAU - Former CEO in the luxury watch industry Xavier BERTRAND - Consultant, Former M.D. Chanel India (E96) Thomas MOREL - Former Business Director France - Diamond Trading Company Denis MORISSET - Former CEO Armani France - Executive Director of the MBA Martine NAMAN - Gemology Consultant Nathalie RAMANANTSOA - Consultant Former Managing Director, Sergent Major Eric RIEWER - Oenology Consultant Sonja Prokopec, Assistant Professor Marketing Department Logistics, Production and Service Departement Hervé MATHE - Professor Ph.D., Cranfield Institute of Technology - UK Human Resource Management Departement Stefan GROSCHL - Associate Professor Ph.D. Oxford Brookes University - UK Junko TAKAGI - Assistant Professor Ph.D. Stanford University - USA Odile ROCHE - Trainer & Consultant in Person Development for Senior - Executives 10 11

7 Choose the best career Diverse career paths around the world Alumni now work in leadership positions in over 30 countries around the world. While the positions our alumni occupy once they have graduated will depend on prior work experience, nationality and personal skills, the following chart gives some examples of career paths before and after the MBA in International Luxury Brand Management. Salaries and bonus packages* more than % % % % * Of the alumni who replied to the question The learning experience has been rich and gained through varied channels. For example, the lecture by Dr. Clotaire Rapaille, a well-known medical anthropologist and psychiatrist, during the New York field trip was absolutely intriguing and a rare privilege. And having the semiotics course delivered by three different professors allowed us to gain a broader perspective. Amy Lim MBA in International Luxury Brand Management, Class of 2005 Nationality Work Experience Years Brazilian 8 Belgian/ Taiwanese 6 Japanese 8 American 11 Indian 8 French 4 Canadian 5 Position before MBA Project Manager, ITA Constructions Diplomat, Permanent Mission of Taiwan Global Production Controller, Nissan V.P. Brand Practice, Ketchum Global Product Marketing Manager, Hewlett Packard Office Manager, Dalumni Lead Category Analyst, Canadian Tyre Corp. Country Position after MBA Country Highlights from the alumni survey of 2010 Brazil Switzerland Japan Business Development Manager, Lancel Communications Manager, Chanel Travel Retail Area Manager, Elizabeth Arden Hong Kong China Japan USA Snr VP Fragrances, Lancôme USA India France Canada Marketing Manager, Remy Cointreau Buyer/Product Manager Accessories, Printemps Trainee Store Manager, Louis Vuitton India France China More than a learning environment The objective of ESSEC s campuses is to provide students with an exceptional learning environment equipped with cutting-edge digital technology, while fostering a sence of community via student associations and promoting interaction with the business world. Life at ESSEC Tools for learning and research ESSEC offers its students a full range of digital tools to help them study, share and communicate more effectively. In addition to the 3,000 sq. m Learning Center based in Cergy, students have access to an online learning portal, delivering all the information and tools needed for their education. A true campus community Students can add an extracurricular dimension to their ESSEC experience by getting involved in associations, and participating in a true campus community marked by a spirit of sharing and multicultural diversity: 93 associations cover a wide range of interests and opportunities, from festivities and sports to professional life, culture and social actions. In 2010 the MBA in International Luxury Brand Management had reached a total of 411 alumni. The 2010 placement survey provides insights into where those alumni are today. Results indicate that 70 % secured employment by 4 months of graduation, in line with other MBA programs. Altogether, over 70% secured a permanent position through networks, either from contacts made during the MBA studies, or the network of the MBA Career Advisory Service and Professors. The majority of alumni work in three sectors: Perfumes and Cosmetics, Watches and Jewellery and Fashion and Accessories. 12

8 MBA in International Luxury Brand Management Global MBA MBA in Hospitality Management (IMHI) ESSEC & Mannheim Executive MBA Information +33 (0) ESSEC BUSINESS SCHOOL October, Photos: Valérie ARCHENO