Courses

1. THREE MANDATORY COURSES

MKGS31471 Fundamentals of Luxury (T2)

This is the first chapter of the LVMH Chair program.

First, students will be immersed in the LVMH ecosystem to understand the different career paths and job opportunities. They will aslo be involved in an exclusive internship recruitment process in collaboration with many of the Maisons of the LVMH group.

Second, students will discover the fundamentals of luxury by familiarizing themselves with key concepts for understanding luxury consumption practices, such as status signaling games, conspicuous consumption, investment or collection.

Third, students will participate in the LVMH Clash of Titans, a business case competition organized by LVMH that opposes students from ESSEC, HEC Paris, Bocconi and London Business School. In the past years, we worked in collaboration with Moët & Chandon, Vuitton and Bvlgari. For instance, in 2026, students had to create a new collection for Bvlgari. The finalists were invited to Rome to present their project to a panel of 20 executive managers and to exclusive events reserved for the best clients.

Some of the guest speakers in the previous years included:

Sana Haddad-Marchon, General Brand Director, Parfums Christian Dior
Julien Feldbauer, Louis Vuitton
Matthieu Jacquot, Christian Dior Couture
Trent Power, Group Director, Client Development & Client Relations, LVMH

MKGS31200 Contemporary Issues Luxury Marketing (T3)

This seminar is the second chapter of the LVMH Chair program. It is focused on practical knowledge through visits and business cases.

First, students visit several luxury-related locations and events. It offers an immersion into the LVMH group's fields of expertise. For instance, in 2026, students visited the Ruinart cellar in Reims, La Maison des Startups LVMH, VivaTech, la Maison Louis Vuitton in Asnières and Robert-Jean de Vogüé Research Center by Moët Hennessy.

Second, students get the opportunity to work on a business case designed in collaboration with a Maison of the LVMH group. It allows the LVMH Chair students to apply their knowledge to real-life problems on client experience and retail, customer relationship management, digital marketing, innovation, artificial intelligence or sustainability.

In 2026, students worked on business cases with Loro Piana, Kenzo Parfums and Thélios. They presented their work to the managers at the Maisons HQs.

MKGS31465 Sociology of Luxury Brands: Consumption and Market Dynamics

This course is the third chapter of the LVMH Chair. It provides the opportunity to gain in-depth knowledge of luxury brand management. It is a mix of advanced sociological analysis on luxury and conferences by LVMH managers.

First, taking a sociological perspective, the course offers a groundbreaking understanding of luxury branding and market dynamics.

Second, students will attend a series of conferences by LVMH managers at the Maisons HQs.

Topics include branding, product development, brand activation, innovation, retailing and sustainability.

2. CLASH OF TITANS

In 2024, the inaugural edition of the LVMH Clash of Titans Competition was hosted by Moët & Chandon. Students from ESSEC Business School and SDA Bocconi were challenged with a marketing business case. The grand finale took place at the historic Moët & Chandon Orangerie in Épernay, under the gracious sponsorship of the Moët & Chandon CEO.

In 2025, the competition was hosted by Louis Vuitton, and over 600 participants were tasked with developing an innovative product strategy to position the iconic Maison as a leader in regenerative practices. Twenty finalists, grouped into four teams, advanced to the final round. Ahead of their presentations, they had the opportunity to immerse themselves in the world of Louis Vuitton, visiting the Champs-Élysées flagship store to experience its unique client journey and explore the Maison's evolving vision of hospitality. The grand finale was held at the Louis Vuitton headquarters in Paris.

In 2026, students had to create a new collection for Bvlgari. The finalists were invited to Rome to present their project to a panel of 20 executive managers. They also had the opportunity to discover Bvlgari high jewelry workshop and the Bvlgari hotel.

3. COMPANY VISITS

Students will have opportunities to visit some of the LVMH heritage sites and key events in various sectors of the luxury industry.

2025-2026 Visits include:

Maison de famille Louis Vuitton, in Asnières
Fondation Louis Vuitton
Louis Vuitton Headquarters
Parfums Christian Dior Headquarters
LVMH Headquarters
Ruinart Cellars in Reims, Champagne
Station F, World biggest Start-Up Campus
VivaTech, Largest European Start-Up and Tech Event
Fort Chabrol Research Center, Epernay

4. COMPLEMENTARY CHAIR CONTENT AND INPUT

Internship and Apprenticeship

After two terms of practical and academic learning, numerous networking opportunities with LVMH HRs and managers, students are encouraged to embark on a 6-month internship or an apprenticeship in a LVMH Maison. This experience would complement the knowledge acquired in the Chair and should provide students with opportunities to develop their own professional skills within the luxury industry. In addition, exclusive offers and targeted HR training are provided to help the students in their professional journey.

Women@Dior

The Chair promotes the program Women@Dior, a unique international mentoring & educational program that has coached and helped blossom thousands of young women all over the world, focused on the following values: Sustainability, Inclusion, Creativity, Autonomy and Self-Awareness.

Selected students have the opportunity to attend the annual global conference at UNESCO featuring key notes speakers and participate in the highly acclaimed Dream for Change Project. They are also paired with a dedicated mentor within the Dior professional community.

INSIDE LVMH Certificate

Get an opportunity to immerse yourself in the world of luxury and LVMH and complete the INSIDE LVMH Certificate (INSIDE LVMH Digital Platform).

Page updated

Report abuse