Manage, Anticipate and Disrupt the Luxury & Lifestyle Industry
Technology & innovation are shaping the future of luxury influencing experiences, products & processes.
Luxury brands are acknowledging that they must engage with their affluent consumers in new ways. To achieve this, luxury fashion brands have leveraged social media to gain massive publicity, widespread acceptance, achieve brand loyalty, and most importantly reach the millennials and generation Z.
Engage in an interdisciplinary and international approach to combine data, economical behavior, and marketing to understand:
How luxury fashion and lifestyle brands can leverage technology to reach an emotional level;
Leverage online channels to connect with the new luxury customer;
How technology is helping luxury brands gain traction;
How to use influence marketing in the luxury niche as mankind moves into the future to anticipate the norm in a post-covid world.
The MSc Affluencers & Luxury Business is a global research & innovation program that targets the analysis of "Affluencers" through a scientific approach that combines several disciplines (artificial intelligence, deep learning, predictive, nowcasting, semantic web, customer analysis, behavioral economics, emotions).
Students will be prepared to understand affluencers in their cultural and digital environment, evaluate their impact on the luxury industry, detect tendencies via AI, and elaborate effective go-to-market strategies for brands and investors on the basis of the latest behavioral economics research, luxury industry expertise, and a solid network of partners.
The academic program features three pillars:
Understand and identify the new business models generated by the new digital platforms as well as the ecosystem and players operating in the affluents Millenials sphere.
Identify, extract and exploit valuable data available online to design, imagine new business models for the luxury industry through a scientific approach that combines several disciplines (artificial intelligence, deep learning, predictive, nowcasting, semantic web, Customer Analysis, behavioral economics, Emotions).
Address new trends and challenges generated by the emergence of affluencers with an entrepreneurial approach to innovate and bring value to the luxury ecosystem.
Identify affluencers and their ecosystem;
Detect weak signals and trends;
Understand the "new normal" and digital-related emotions;
Predict future consumer behavior;
Create go-to-market strategies.
The MSc Affluencers & Luxury business is fortunate to be housed in one of the most iconic locations on the French Riviera.
Our students will be able to study in the location of the world's largest film festival, the Palais des Festivals et des Congrès in Cannes. Located on the west side of the famous La Croisette, this long promenade between the beach and the city, lined with palm trees and pines has become one of the most famous boulevards in the world.
With its 88 000m² built with 35 000 m² net of exhibition areas and its 15 auditoriums, the Palais des Festivals et des Congrès, places Cannes as the second destination of business tourism in France. The Palais welcomes every year approximately 300 000 congressmen around 40 to 50 international professional events.
In addition, some of the courses will also take place on the Bastide Rouge university campus of more than 4,200m², which will be inaugurated in March 2021 in Cannes. This new campus in Cannes is located along the Avenue Francis Tonner in La Bocca and includes a university center associated with a business center, a 12-screen cinema complex, and a student residence of 140 apartments.
University of Cote d'Azur, recognized for its innovative training offer, its high-level research center that aims to strengthen its competitiveness and its attractiveness in order to place itself among the elite of world universities in the specific sector of content creation.
The city of Cannes presents a unique combination of interactions between tourism, entertainment, luxury, trade shows, and festivals that bring together all the criteria of attractiveness for the Affluencers. Territorial support ensures the sustainability of the project and makes it part of an economic development strategy.
Lauchmetrics - LOGOLaunchmetrics is the leading Brand Performance Cloud used by Fashion, Luxury, and Beauty executives and provides companies with the tools and intelligence they need to optimize the use of their creative assets, execute powerful brand amplification programs while measuring and benchmarking their brand performance. Launchmetrics' intelligence empowers these companies to grow their businesses and streamline their processes, bringing a sharp focus to profitability, accountability, and efficiency while enabling the type of quick decision-making required for agility.
Digital & Luxury Industries
The trajectory of digital in luxury has become clearer. Digital is an essential source of growth and a powerful way to increase brand equity by creating brand advocacy and a compelling story. Digital also allows companies to re-imagine key business processes, both upstream and downstream. A "Luxury 4.0" operating model is emerging in which brands and retailers use data to establish customer intimacy, capture new customer preferences and streamline the process of turning ideas into new products. Brands can improve customer relationships and restore the authentic personal experiences that defined luxury when it was reserved for a small elite. Finally, the digital trajectory is likely to lead to further disruptions, for which luxury market players should prepare.
New Consumer Trends
Digital will continue changing consumer behavior, fostering an appetite for experience rather than simply shopping and buying. Consumers are no longer simply buying a product. They are purchasing the experiences and emotions that the brand can offer them. Digital has trained consumers to expect continuous excitement. The most recent and most exciting experience that a consumer has online not only sets the bar for the next online shopping experience, but also for the kind of experience the consumer expects when shopping in a store. The time of reverse omnichannel has started — when it is the store that must match the quality of the online experience. Digital is no longer only a sales or communication channel. Instagram becomes the new store window, and digital now becomes the source of inspiration for re-inventing the role of the store and the customer.
What is an Affluencer?
The Affluencers population, i.e. the millennial affluents who are influential on social networks, has become both the new target and the vector for luxury brands and content creators. They represent more than 100 million social network users worldwide.
It is the analysis of the behavior and interactions of these millions of Affluencers that allows:
Identify their system of influence;
To detect the emotions they arouse;
To understand and anticipate trends;
Analyze brand strategies.
Our Master-level program is fully taught in English. It benefits from innovative teaching methods (reinforced interactions, rich course content, integrated projects, etc.) and the program has been developed from a skill-based approach with potential employers. Part of the curriculum is available online for increased flexibility in the case of short absences, work commitments, or if you live on the other side of the planet. Students benefit from the LuxuryTech ecosystem of the Riviera, the expertise of the laboratories of the Côte d'Azur, and the environmental management approach of high-level mentors.
This innovative training program is project-based training to create expertise and economic value from the intelligent analysis of high-end customer data on social networks.
The main objective is to strengthen the understanding of the specific ecosystem of the luxury universe through a new approach validated by the market that of the study of the luxury consumer and to help them to implement working practices dedicated to the luxury market based on data. The objective is also to allow the acquisition of a double competence for students who already hold a master's degree in economics, data analyst, or marketing.
Based on fundamental modules that provide knowledge of consumers, their segmentation, data usage, and analysis, this course provides a deeper understanding of high-end customers and of the LuxuryTech ecosystem. Graduates will be able to:
Conduct predictive analysis of behaviors, trends, and campaign performance;
Organize and lead entrepreneurial projects;
Launch inspiring experiences using AI and VR technologies as well as neuroscience;
Manage digital campaigns for digital natives;
Combining research and data to deliver effective campaigns in the luxury sector.
Our interdisciplinary approach, combined with empowering immersion projects, allows students to become specialized data analytics, marketers, or entrepreneurs. Whatever their interests, they will become the open-minded specialist that can build startups. contribute to strong decision-making, through environmental quality and impact analysis, and by adapting communication to a targeted audience·
Examples of jobs:
Chief Digital Officer, Chief Data Officier, Chief Experience Officer;
Influenceurs Marketing Manager;
Content Marketing Manager;
Consumer Data Analyst;
The complete training will include 228 hours of seminars in year 1 and 252 hours of seminars in year 2. Each year will include an internship or a project of 4 to 6 months supervised by an expert involved in Université Côte d'Azur training.
Our interdisciplinary approach, combined with empowering immersion projects, expects students from a background in business, data analysis, data science, marketing with a creative and entrepreneurial mindset. The applicant must have a 3 or 4-year bachelor's or license.
The English proficiency of applicants must correspond to a B2 level (preferentially C1). It must be recognized by an official test (such as TOEFL IBT >60, TOEFL ITP >520, or IELTS >6.0), by having attended successfully an undergraduate or graduate program delivered fully in English, or by being a native speaker.
When are the applications assessed?
Applications are assessed on a monthly basis from February to June.
What are the documents required?
Be prepared to upload documents such as a recent picture of you, a copy of your passport, your transcripts, your English proficiency certificate (TOEFL or equivalent) if not native speaker, a resume (CV), a motivation letter, and 2 academic and/or professional reference letters.
How to Apply
Applications for this program are open and will remain open until June 30, 2021.
For the MSc LuxuryTech Entrepreneurship & Affluencer Management, the registration fees are set based on social criteria as follows:
For French and European students: from 300€ to 7 000€ / year
International students: 12 000€ / year
Do not hesitate to contact us to study your file and estimate your registration fees.