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北京传媒大学
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中国传媒大学留学预科:奢侈品管理专业

奢侈品管理专业

 

中国传媒大学国际本科(留学预科)项目办公室以英国南安普顿大学为例,介绍下这个专业在国外期间所学课程。包括本科和硕士阶段的课程内容。

 

本科阶段的专业为:

WN25 BA (Hons) Fashion Marketing/Management

http://www.southampton.ac.uk/wsa/undergraduate/courses/wn25_ba_fashion_marketing_management.page

 

在该专业学习的第一年里,学生除了正常课程还将参与一系列讨论会、展会、工作坊参观和企业考察,探讨时尚理念和市场营销的原则。这将帮助学生扩大知识面和对时尚理解,并掌握了一些基本实践和知识技能,为第二年的学习做准备。

 

在学习的第二年,学生讲进一步增加对该时尚营销专业的深入了解,学科内容包括:

*时尚品牌的发展和品牌的设计
*产品开发和受众群体
*时装零售
*商品和时尚买手
*体验式营销的方式分析
*科技对时尚营销的影响
*奢侈品与生活方式
*时尚传播
*传播,新闻和公共关系
*时尚消费心理学
*时尚营销节奏

在学生学习的第三年,学生将发展所学的技能和知识。
*审美和品位定位
*文物和工艺探究
*名人和品牌的关系
*营销传播的变化和发展

*全球扩张和品牌知名度在全球陷入困境时的挑战与机遇

学生将对创建和成功发展时尚品牌有自主的批判性理解。最后项目实习,学生讲介绍自己的收获和见地。

 

研究生阶段:

MA Luxury Brand Management
http://www.southampton.ac.uk/wsa/postgraduate/taught_courses/ma_luxury_brand_management.page
奢侈品牌管理

奢侈品牌销售是全球经济业务增长最快的业务之一。课程为学生提供理论知识以外,将介绍成功奢侈品牌建立和管理的成功经验。详细学习奢侈品品牌发展时间,发展历程,特点,象征的意义等。探索建立和发展奢侈品品牌中的一系列原则。行业涉及时装,香水和首饰,最好的酒店和高级俱乐部,游艇和高端汽车等。课

In your first year you will be encouraged to explore fashion and the core principles of marketing through a series of creative projects, workshops, seminars, lectures and study trips. These will expand your knowledge and understanding and help you gain the fundamental practical and intellectual skills that will underpin your second year.

During your second year you will develop your understanding of fashion marketing. You will cover areas such as:
* fashion brand development and brand design issues
* product development and range planning
* fashion retailing
* merchandising and fashion buying
* experiential marketing in fashion
* the impact of technological developments upon fashion marketing
* luxury and lifestyle offerings
* fashion communications
* promotions, press and public relations
* fashion consumer psychology
* 'fast' and 'slow' fashion movements
* ethical and sustainability issues in fashion
* quantitative and qualitative fashion research and forecasting


In your third year you will develop your skills and knowledge at a more advanced level.
You will explore:
* aesthetics and taste
* heritage and workmanship
* the phenomena of celebrity and co-branding
* the massive changes occurring in marketing communications and communications technology
* the business challenges of global expansion and brand awareness in a troubled global financial climate
You will also gain a critical understanding of how to create and develop successful fashion brands. Working as part of a team, your final major project will challenge you with an externally-set marketing brief. You will present your findings to a panel of academics and professionals.

Our well-developed careers and employability agenda will nurture your crucial employability skills and offer you careers advice throughout your studies.

研究生阶段:

http://www.southampton.ac.uk/wsa/postgraduate/taught_courses/ma_luxury_brand_management.page

MA Luxury Brand Management

Luxury brands are one of the fastest growing areas of global business. This course is designed to provide participants with the theoretical knowledge and practical skills required to succeed in the management of complex, luxury brands. It develops an appreciation of how luxury brands have evolved over time and place, and introduces the material, symbolic and experiential dimensions of luxury.
Building upon the principles of creating and developing luxury brands the course explores a range of premium industries including fashion, perfume and jewellry, the finest hotels and exclusive clubs, yachts and high-end automobiles.
The course provides a comprehensive grounding in luxury brand equity, portfolios, co-branding, brand extensions and the management of brand heritage, and culminates in the strategic management of the business of luxury.