Luxury Marketing & Communication Master

I module
MARKETING OF LUXURY GOODS: FROM THE BUSINESS MODEL TO THE OMNICHANNEL STRATEGIES
New luxury and experiential luxury

Luxury Pyramid Model
Luxury Industry: competitive analysis
Luxury Strategy: growth analysis and diversification

Creating value through Strategic Marketing: tools and processes decision

Introduction to the concept of value
The importance of innovation for a strategy construction
Strategic Marketing tools at the service of innovation: positioning company as a valuable asset

Business cases
The construction of the positioning competitive in the sector

Business Brand Strategy

Branding in luxury
How to create and manage it a brand to generate value

Exercise
Analysis and evaluation of a brand: from positioning to the distinctive features

The omnichannel era: retail models, business strategies and on and offline distribution

Target and profiling of consumers between online and offline
Customer journey and customer behavior: phases, roles, measurement, communication
Definition and segmentation of the multichannel market
Distribution marketing: retail and wholesale
Retail performance management, KPIs and CRM
Importance of Customer Experience and Customer Engagement Loyalty
Convergence between CRM, digital and Ecommerce: integration and channel differentiation on and off line

Case study
Setting a strategy multichannel

Evolution, innovation and scenarios future of retail

Focus on new formats and new channels: travel retail, outlet and ecommerce
Luxury retail (R) evolution: strategies,
conglomerates, megabrand and niches
omnichannel

II module
DIGITAL COMMUNICATION
AND INFLUENCER MARKETING
Digital communication strategy

The integrated communication plan: from classic communication to the web, from events to pr
The current scenario in the world digital media, social media and their correlation with e-commerce in the world of fashion and luxury
The case histories of the brands: influencers

Marketing and Digital PR

Data Storytelling and Social Media

Exercise
Creating a plan of integrated communication

Social media strategy

Mission, objectives, target and positioning on social media
Choice, role and level of participation on the different social platforms
Inside social media Facebook, Twitter, Instagram, Pinterest, Linkedin, Snapchat: manage the channels in a strategic perspective

Exercise
The strategic use of Stories and new frontiers of expression

Influencer marketing

Who are the influencers, pyramid of influence
How to find influencers
Antitrust and hashtag #ad
Content and innovation
Instagram Theme

Case Histories
Campaign strategy of influencer marketing: type and objectives

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