MKGS 31471 : LVMH Chair Seminar "Fundamentals of Luxury"

The seminar consists of a series of topics which are essential to luxury brand management. They will be given by professionals working at the LVMH group. These are privileged opportunities for the students to interact with professionals who are eager to share their passion, experience and know-how.


The topics include:


• Creation and design
• Product development (marketing and industrial)
• Operational marketing (customer relationship management, merchandising)
• Marketing communications (media relations, events management, public relations)
• Distribution and retail (E-commerce, wholesale, exclusive distribution)
• Digital luxury marketing
• Counterfeiting and legal issues
• Sustainable development and Corporate Social Responsibility (CSR)

Guest speakers list in 2016:


• Pauline Kiejman, LVMH Corporate: DNA of Luxury Brands
• Margerie Barbès-Petit, GUERLAIN: La Petite Robe Noire
• Céline Betremieux, GIVENCHY: Marketing / Merchandising
• Evguenia Ivara, DOM PERIGNON: History, DNA, Launch of a new product
• Priscilla Mark and Jessica Bergdoll, CHRISTIAN DIOR PARFUMS: Retail
• Natascha Hochet Raab, CHRISTIAN DIOR COUTURE: Clienteling
• Cyril Chanteloup and Claudia Martinuzzi, LOUIS VUITTON and Sandra George, DIOR: Counterfeiting
• Philippe Tardivel, HUBLOT: History, DNA, marketing and communication

• MKGC 31113: Marketing Research (T1-T2)
• MKGF 31411: Luxury Distribution (T1-T2-T3)
• MKGM 31413: Anthropologie of Luxury Brands (T1-T2-T3)
 OR MKGM 31412: Anthropologie des Marques de luxe (en français) (T1-T2)
• MKGS 31200: Contemporary issues in luxury marketing (T3)
• MKGS 31469: Luxury Retail Management (T1-T2-T3)

Recommended courses:

• MKGC 31126: Consumer Behavior
• MKGF 31208: Communication intégrée marques de luxe (en français)
• MKGC 31442: Sémiotique et communication (en français) - OR MKGC 31443: Semiotics and Communication
• MKGS 31475: Fashion Management

The field project is conducted in teams of 4 - 5 students. It is designed in connection with one or several brands of the LVMH group. The project has to be completed in one term (2 1/2 months).  The topics are related to luxury brand management issues.

 Here are some examples of the projects that the students have worked on in the past:

BERLUTI
- Subject: How will digital technologies transform the Berluti Bespoke business?

MAKE UP FOREVER
- Subject: Define the future location of the MAKE UP FOR EVER Boutiques in France?

DOM PERIGNON
- Subject: How to boost the growth of the new Dom Pérignon Premium range?

SEPHORA
- Subject: How to re-energize the Sephora bath product line?

CHAUMET
- Subject: How to address and develop young French clientele?

After two terms of practical and theoretical learning, students are expected to embark on a 6-month internship in a luxury firm. It is a compulsory and necessary complement to the knowledge acquired in the Chair and should provide students with opportunities to develop their own professional skills within the luxury industry.



Students will have opportunities to visit some of the LVMH production sites and/or prestigious places in the Fashion & Leather Goods, Wines & Spirits, and Perfumes & Cosmetics sectors.
Previous visits include:

• Ateliers et Musée Louis Vuitton, in Asnières
• Christian Dior Couture
• Guerlain Flagship store
• Moët & Chandon and Veuve Clicquot, in Champagne
• Ruinart
• Ecole Lesage

Supported by the LVMH group, the Chair organizes a session of Team Building with the aim of helping students build stronger ties with one another.

LVMH group organises the LVMH Induction day with the aim of introducing the group and all of its sectors to the students entering the chair.