Post-Graduation in Contemporary Luxury Business and Marketing
São Paulo, Brazil
DURATION
2 Semesters
LANGUAGES
Portuguese
PACE
Part time
APPLICATION DEADLINE
Request application deadline
EARLIEST START DATE
Request earliest startdate
TUITION FEES
BRL 1,462 / per month *
STUDY FORMAT
Distance Learning, On-Campus
* up to 35 installments of BRL 1,462.58 + 1 installment of BRL 1,610.59
Introduction
The objectives of the course are to present the theories, concepts and practices that involve the luxury market, through a strategic vision of marketing and business, and to favor the development of skills and competencies to work in the corporate world with a complete vision of management. of luxury. In addition to providing market-specific networking.
The objectives will be reached with the understanding of the history and evolution of the concept of luxury, of cultural aspects of the new and current consumer, of the opportunities and threats of emerging markets and international operations, of the concepts of innovation and creativity applied to luxury, and with the understanding aspects involving brand management and communication in digital channels, different business models and strategies, luxury customer experience and service, and the design of products and services for the luxury consumer.
Modality
HYFLEX. Be free to participate in live classes in person at ESPM units or virtually via Zoom. Participate in person to live immersive experiences and network. Or join virtually from wherever you are to best fit your schedule and location. Lecture recordings available to review discussions (does not generate absence allowance).
* There is a mandatory face-to-face meeting on Saturdays per discipline in HyFlex graduate programs, on average one Saturday per month.
In partnership with Edições Globo Condé Nast
Created in July 2010, from a joint venture between Editora Globo and Condé Nast Publications, Edições Globo Condé Nast (EGCN) is the Brazilian publisher responsible for publishing the titles Vogue, Casa Vogue, Glamor and GQ.
The partnership between ESPM and EGCN came about with the aim of providing excellent content in the areas of fashion and luxury marketing, with titles that are a reference in these two segments, in Brazil and worldwide. The benefits offered by Vogue are: Invitations from the leader in class, access to Vogue Digital content: 1 year courtesy to the Globo Mais app, Publication of the best works of the Multidisciplinary Integrative Project in Vogue Digital, Benefits for Vogue events, Visit to EGCN and coffee with the Editor.
Gallery
Ideal Students
for whom it is intended
The course was developed for students who seek to develop new skills for contemporary marketing management, with a focus on luxury, with the following profile:
- Professionals who work in the luxury market and want to deepen and update their business knowledge.
- Professionals working in other segments, who seek knowledge of luxury businesses.
- Professionals at the beginning of their careers, who wish to enter the job market in the luxury segment.
Curriculum
what will you learn
All disciplines will have a class dedicated to the participation of a special guest, leader of a relevant company and pertinent to the theme of each subject. In practice, as there are two bimesters and, on average, 2 disciplines in each, we will have 4 guest leaders per class. The leader in class is promoted by Vogue and its guests.
Leveling
- Fundamentals of Finance (Distance Education)
- Marketing Fundamentals (Distance Education)
market and consumer
- History of Luxury
- Luxury Consumer Theory and Culture
- Emerging Markets and Internationalization
Business management
- Strategy and Operations in the Luxury Market
- Design of Products and Services in Luxury
- Creativity and Innovation in Luxury
- Luxury Digital Channel Management
Marketing management
- Strategic Brand Management
- Luxury Global Communication
- Marketing of Experiences and Services in Luxury
- Online Media and Social Media Management
Integration
- Multidisciplinary Integrative Project
Classes are held on the ESPM graduate campus, and can be taught at other locations, pre-scheduled by the professor. The EAD disciplines, indicated in the course program, will take place concomitantly with the face-to-face disciplines and in the initial period of the course.
Program Outcome
A different post for those who want to stand out for different ideas
The luxury market is one of the oldest, with customers shopping around the world, deciding where and how they buy. And new consumers arrive in the luxury market daily. In addition, traditional brands reach new destinations, going where luxury consumers are, especially in emerging economies. New businesses are also born positioned for the luxury market, given the opportunity that exists in all sectors. And in this context, the concept of luxury faces new interpretations, which requires redoubled attention from brands to their audience's reactions and increasingly strengthen their positioning.
The elements that make up a luxury brand are high quality, tradition, design, art, distinction and premium price. However, these aspects alone do not guarantee the success of a luxury business. It is necessary to expand these elements, and bring to the strategic discussion the pillars of innovation, creativity, digital and experience. In this way, it will be possible to project a promising future for a luxury business, no matter how traditional it may be. Therefore, understanding the aspects that involve marketing and luxury business management can be of great relevance for any manager who wants to incorporate luxury concepts into their business.
For this reason, the Post-Graduation in Contemporary Luxury Business and Marketing is a broad sensu program, which aims to prepare newly graduated professionals, entrepreneurs and managers, in several areas of knowledge, for the challenges of managing luxury businesses, whether working in already consolidated companies, joining startups or creating your venture.
In order for the content to be as up-to-date as possible, this course was developed in partnership with Vogue, to provide all the connections with professionals and businesses from the various segments of the luxury market.
The disciplines were divided into three blocks that deal with current knowledge and skills that are essential for the success of the new luxury professional: Market and Consumer, Business Management and Marketing.