Online Professional Programme in Fashion and Luxury Goods Management

Program Overview

This 10-week program provides students with a comprehensive understanding of the fashion and luxury goods industry. Through synchronous virtual classrooms, students learn about branding, buyer behavior, digital marketing, and other key business skills. The program is customizable, allowing students to choose up to four modules to focus on.

Program Outline

Outline:

• Program Content: The program focuses on the fashion and luxury goods industry, providing students with knowledge of industry strategies on a global level and key business skills within the fashion and luxury sector.
• Program Structure: The program consists of 4 modules, each requiring 2/3 in-class hours per week for a total of 8/12 weekly hours (Monday-Friday).
Students can customize their study plan by choosing up to 4 modules to follow throughout the term.
• Course Schedule: Classes are held synchronously with ESE students worldwide, and students can also attend live virtual workshops and master classes.
• Individual Modules:
• Branding and Positioning:
Frameworks, tools, and concepts regarding branding, positioning, brand equity, repositioning, and brand value.
• Buyer Behaviour: Understanding consumption as a social, cultural, and economic activity; evaluating existing models of consumer decision-making processes; applying knowledge of buyer behaviour in marketing planning and strategy.
• Decision Techniques: Complexity of business decisions; how business decisions are reached in practice; framework for understanding key issues faced by business managers in an increasingly complex environment.
• Digital Marketing: Digital marketing mix; skills to manage key elements of digital marketing in the rapidly changing environment of the 21st Century; critical thinking about marketing scenarios, market assessment, and informed decision-making; broad introduction to marketing theory and emergent digital themes.
• Events Management: Event planning, project management, and identification of key points in the planning process; strategic planning, budgeting, finance, promotions, marketing, sponsorship, operations & production, health & safety, and risk management; case studies.
• Fashion Marketing: Consumer decision-making process; key moments from identifying a need to buying and consuming a product; influencer marketing, experiential marketing, digital marketing, content marketing, and public relation strategies; marketplace analysis, trend recognition, and product development strategies.
• Financial Risk Management: Identifying, quantifying, and managing financial and non-financial risks; corporate management's contribution to increasing shareholder wealth; characteristics of forwards, futures, options, and swaps; determining their value and use in managing financial risk.
• International Project Management: Importance of and issues surrounding international project management; knowledge and tools for effective project management; applying skills to a variety of contexts; reviewing relevant project management software and analyzing mitigation strategies.
• International Strategic Management: Competitive landscape from a strategic management perspective; global and technological influences; strategic competitiveness, competitive advantage, strategic intent, strategic mission; strategic management process; strategic issues from a number of broad functional perspectives; strategic management in different contexts.
• Luxury Goods Management: Brand management in the luxury industry; "dream factor"; excellence, storytelling, and heritage of the brand; challenges for marketing strategists; staying in front of luxury consumers through new and different ways to express their desires; understanding customer behaviour and retention, product development, sourcing, distribution, pricing, and merchandising strategies.
• Multinational Corporate Finance: Issues confronting managers; understanding the global financial environment; risks of operating in a global environment; tools to analyze and manage those risks; financial opportunities open to multinational corporations.
• Organisational Structure and Change: Structuring a business, implementing strategy, and operating in the modern global business environment; change process and methods of managing change.

Teaching:

• Teaching Methods: Synchronous virtual classrooms with ESE faculty.
• Faculty: ESE faculty and industry specialists.
• Unique Approaches: Exduco program allows students to communicate with each other by exchanging ideas, skills, knowledge, hobbies, interests, technologies, and businesses; students teach each other what they know and learn from others what they do not know; transforming passion into a profession through new technologies, workshops, videos, and synchronous virtual classrooms.

Other:

• Program Duration: 10 weeks.
• Starting Date: 4 May 2020.
• Program Fee:
• Short Course Online:
• Registration fee: £600
• Tuition fee (4 modules): £5,000
• Individual Modules:
• Registration fee: £300
• Tuition fee per Individual Module: £1200