Courses

1. THREE MANDATORY COURSES

MKGS31465 Sociology of Luxury Brands: Consumption and Market Dynamics

Taking a socio-cultural perspective, this course provides students with a deeper knowledge of luxury, luxury consumption behavior, and luxury branding. We analyze in depth the essence of luxury, highlight its managerial implications and rationalize the highly original methods – often very far from the usual marketing strategies – used to manage luxury brands.

The course also provides an in-depth understanding of luxury consumption behavior. It shows the place of luxury brands in the lives of consumers. It does this by considering the socio-cultural meaning of brands and by outlining different luxury brand strategies available to companies to create value for consumers.

In addition, the course prepares students for the current and future environmental and societal challenges that luxury brands are facing. It provides an opportunity to deep dive into some crucial subjects related to sustainability and inclusivity in the luxury industry.

NB: It is important students take this course in T2 during their time with the Chair, as it has been especially designed for it.

MKGS31471 Fundamentals of Luxury (T2)

This is the first chapter of the LVMH Chair program. It consists of a series of conferences by LVMH Managers that are essential to luxury brand management. It ofers an immersion in LVMH Groups's fields of expertise.

The topics include:

- HR Workshop
- Retail Experience
- Retail & Omnichannel
- Collection Merchandising
- Product Development

Some of the guest speakers in the previous years included:

Shirley Kimwanga, Celine
Mikaël Guery, Sephora
Julien Feldbauer, Louis Vuitton
Kevin Sechaud, Coline Chenier, Cedric Bouchet, Parfums Christian Dior

MKGS31200 Contemporary Issues Luxury Marketing (T3)

This seminar is the second chapter of the LVMH Chair program. Students get the opportunity to work on a business case conducted in teams of 5. It is designed in connection with one or several brands of the LVMH Group. It allows the LVMH Chair students to apply their knowledge to real-life problems within the luxury industry. They have the opportunity to interact with a team of managers from a Maison of the LVMH Group.

2024-2025 business cases:

Christian Dior Couture: How can Dior share its CSR commitments and values in an innovative way to prospective clients, ensuring that the information reaches them in real-life situations?

Loro Piana: CRM & Omnichannel : Meaningful customer engagement to foster brand loyalty

Guerlain: How can Guerlain leverage its heritage and savoir-faire in innovative ways to engage a younger audience through marketing and communications?

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, during the second term of the academic year, our students participated in the second opus of the LVMH Clash of Titans Competition, competing against students from SDA Bocconi, HEC Paris, and London Business School. 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.

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.

2024-2025 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

4. THREE REQUIRED ELECTIVE COURSES

In addition to the mandatory courses "Fundamentals in Luxury", "Luxury Brand Development" and "Contemporary Issues Luxury Marketing", the student has to validate any of the three courses listed below*. These courses can be taken before, during, or after the Chair Program.

Luxury:

MKGS31413 Anthropology of Luxury Brands T1

or

MKGS31412 Anthropologie des marques de luxe T1 or T3

MKGS31316 Savoir-Faire et Métiers d'Art T1

MKGS31469 Luxury Retail Management T1 or T2 or T3

Branding:

MKGS31209 Luxury Brand Development T3

MKGS31217 Building a Beauty Brand T2

MKGF31241 Brand Management T3

Digital Marketing:

MKGM31203 Digital Marketing Strategy (in Cergy or in Singapore) T2 or T3 in Cergy

T1 in Singapore

or

MKGC31131 Data-Driven Marketing T1 or T2 or T3

Information Systems:

IDSI31375 Managing AI T3

IDSI31205 Blockchain for Business T3

Sustainability:

DEVC31211 CSR and Sustainability Transformation T1

MKGC31325 Responsible Marketing T2

CPRO31437 Degrowth: A Path to a Sustainable Future T1

Advertising:

MKGF31201 Integrated Marketing Communication T2 or T3

or

MKGS31221 Activating a Beauty Brand T3

MKGF31202 Communication Marketing Intégrée T1

Marketing:

MKGC31126 Consumer Behavior T1

MKGM31217 Chef de Produit T1 or T2

MKGC31315 Judgment & Decision Making T1

* Subject to course availability

5. 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).