The first promotion of the Master in Marketing: New Luxury & Art de Vivre in Milan

There is no doubt that Milan, the Italian capital of fashion and design, was the ideal city to organize the study trip for the first class of the Marketing Masters degree: New Luxury & Art de Vivre, which took place from January 19 to 22, four intense days to open the second semester of the Masters degree.

The programme was dense: meetings with professionals and academics passionate about fashion, design and gastronomy, visits to stores and production sites.

This trip was also an additional opportunity to weld together the first class of this program.

>Confronting the field

Confronting the field After a first semester of studies dedicated to the acquisition of the fundamentals in Marketing and a first approach to luxury, the added value of this trip takes on its full meaning. "It was a great opportunity to discover the world of Italian luxury through the insights of professionals in the industry. It is an excellent complement to what we learned during the first semester of this master's degree: to allow the class to meet professionals by confronting their knowledge in the field" says Lucie. For Hy-Lim "This trip through the Italian luxury industry has allowed us to apply what we have learned in the field in the last few months. A real revelation!"

A refined analysis of the luxury sector

This trip was also an opportunity to meet academics and spécialists who shared their analysis of the sector during two masterclasses: "Analysing Luxury Brands"; by Professor Luca M. Visconti who transmitted his passion and analysis of luxury and Italian luxury in particular and "Business, Product, and Cultural Innovation in Luxury"; by Professor Paola Cillo as well as a presentation of the Bain Altagamma Worldwide Luxury Monitor by Carlo Moltrasio.  A round table discussion on the theme of temporality in luxury led by Luca M. Visconti closed this time of exchanges.

A huge thank you to our partner companies of the master, Chanel, LVMH and Richemont who contributed to the success of this first edition.

Grazie mille also to Professor Luca M. Visconti for having conceived this very beautiful study trip program.