Program Bachelor Luxury

The three-year Bachelor’s program in Luxury, Fashion & Retail Management is designed for students starting their journey after high school. This comprehensive program combines rigorous theoretical coursework with hands-on professional experience, offering opportunities to gain practical knowledge in France or internationally.

Certified title ICD "Responsable d'Activité Commerciale et Marketing" registered with RNCP n° 38808 at level 6 (EU) (former level II) - NSF code 312, by registration decision of France Compétences dated 27/03/2024, eligible CPF.

Title also accessible by the Validation of Acquired Experience (VAE).

Training Objectives

The rise of new technologies and e-commerce, along with changing consumer demands, is reshaping business development and commercial roles. Businesses are increasingly adopting customer-centric marketing strategies to boost performance.

The Commercial and Marketing Manager plays a vital role in crafting marketing strategies and implementing omnichannel sales plans to penetrate markets, drive sales, and build customer loyalty. By monitoring markets, analyzing trends, studying competitors, and collecting data, they shape strategies to attract and retain customers. They execute campaigns like online ads, social media initiatives, and promotional events to enhance visibility and generate leads.

This professional also engages directly with clients to acquire new customers, address inquiries, negotiate solutions, and ensure satisfaction. They implement loyalty programs to strengthen relationships and explore opportunities to grow revenue and market share. In retail or commerce, when managing a business unit, their focus is on driving sales through customer satisfaction and improving performance metrics like revenue and margins.

The manager may also lead teams, coordinate resources, and ensure projects meet goals within deadlines and budgets.

Course Program

Block 1: Draw up a marketing and sales action plan to support an omnichannel strategy

Principles of Marketing: Conduct market and environmental monitoring
Setting marketing and commercial objectives that align with strategies
E-Commerce & E-Business: Analyzing competitors in online and offline and creating a competition map
Creating integrated online and offline marketing action plans
Power Query and Dashboards: Using data and reporting tools to analyze the performance of marketing strategies
Advanced Customer Relationship Management: Analyzing customer journeys and improving client experiences
Communications Techniques: Developing clear presentation skills for sharing findings with decision-makers
Consumer Behavior: Developing accurate buyer personas for targeted marketing strategies
Accounting: Developing a realistic marketing and commercial budget

Block 2: Support the operational deployment and performance of the sales action plan

Project Management: Developing and overseeing the execution of the commercial plan
Advanced Customer Relationship Management: Optimizing sales processes and ensure team alignment
Communications Techniques: Presenting and gaining buy-in from stakeholders
International Business Law: Ensuring compliance with international and local business laws governing marketing and commerce
Power Query & Dashboards: Creating dashboards for real-time tracking of marketing and commercial actions
Advanced Customer Relationship Management: Identifying gaps in the plan based on CRM data and propose corrective measures

Block 3: Consolidate customer relations and develop new business opportunities

Consumer Behavior: Turning potential client profiles into commercial opportunities
Personal Selling & Negotiation: Crafting a successful sales strategy to expand client portfolios
E-Commerce & E-Business: Maintaining and leveraging prospect data effectively
Advanced Customer Relationship Management: CRM-driven campaigns across multiple channels
Organizational Behavior: Managing professional events that align with business goals
Intercultural Studies: Building and maintain relationships with business partners in diverse markets

Block 4: Lead sales or marketing teams in collaboration

Human Resources Management: Forecasting staffing needs and manage HR processes
Recruitment strategies and onboarding processes
Enhancing employee performance through coaching and incentive programs
Project Management: Helping students lead teams and ensuring successful coordination
Organizational Behavior: Shaping internal training programs to improve team performance
Resolving conflicts and improve team cohesion
Personal Selling & Negotiation: Setting clear and measurable goals for commercial and marketing teams

Assessment Methods

Certifying assessments in the form of:

Real or simulated business cases (written tests and/or oral presentation).
Role-playing scenarios
Execution of a business development project based on a consultancy assignment conducted by the candidate in collaboration with a company. This includes a written report and an oral presentation.