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Marketing and Communication Management for Fragrances & Cosmetics
This master’s programme covers technology, organization, communication and marketing tools used in the luxury fragrance and cosmetics industry. Focusing on the latest technology, including viral platforms, online blogs, magazines, social media and exclusive collaborations with influencers to engage consumers and stakeholders.
Students will explore the market and gain a thorough understanding of the industry’s most important characteristics, assets, its segments, niches, consumer groups and how to attract them by communicating the luxury dream.
Communication and innovation management are crucial for strengthening and implementing advertising campaigns and communication plans that reflect a brand’s vision or profile. They have a strategic role in the launch of a perfume or cosmetics product and can determine how successful it will be. Students will plan and manage presentations, events, plans for social media and public relations activities and actively use the latest media channels, such as: influencer and content marketing.
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Focus
- Innovation and transformation processes
- Management and marketing strategies for the fragrance industry, ATL/BTL.
- Trend analysis and storytelling
- Sustainability and environmentally friendly production processes
- Visual communication
Specialisations
Master’s programmes in fragrance and cosmetics are given in the following areas:
- Marketing communication & management for fragrances and cosmetics
- Brand management and licensing for fragrance and cosmetics products
- Management of fragrance experiences for the luxury industry
- Product management for fragrances and cosmetics.
Career opportunities: Head of Innovation and Transformation, Director of Events and Social Media, Public Relations and Communications Manager, Social Media Planner, Key Opinion Leader and Influencer Relations.
