Program Aims & Objectives
The Master in Luxury Brand Management program prepares students to manage the delicate balance between creativity and business for luxury brands. Students will learn how brand’s purpose and offer can fit within a broader demographic, sociological and cultural landscape. Tomorrow’s luxury brand managers will investigate the emerging values attached to the concept of luxury. Students will realize how branding is science and art, logic and emotions. They will practice how to recognize customer individual behaviors and social patterns, and uncover powerful insights to support luxury brands in developing strong point of views, meaningful values, strong emotional connections, through engaging and memorable experiences.

Moreover, Domus Academy ensures that students attending the academy become aware of the great opportunities surrounding them, such as the fact that Milan is an international and design-oriented city with a lot of famous design studios and agencies, research labs, trade fairs and companies. Students at Domus Academy come from about 50 different countries and this fact makes it an international school where different cultures can be met; Domus Academy is part of an international network of universities and the faculty of the academy are internationally renowned professionals in their field.

Learning Outcomes
Upon successful completion of the program, students will have:

• Acquired the essential notions of the luxury industry, the history of luxury, the evolution of the very nature and definition of luxury (from aspirational to absolute luxury), its consumers, the main markets players, market segments and business models;
• Acquired an in-depth understanding of the specificities 9 of luxury companies assets (heritage & innovation, quality, craftsmanship & excellence, exclusiveness & selectiveness);
• Acquired a strong understanding of the importance of brand equity development, brand DNA & identity, brand territory definition and development which are at the core of any development strategy within the luxury sector;
• Gained critical awareness towards the distinctive features of luxury goods & services and developed relevant sensitivity to the cultural aspects behind the concept of luxury;
• Developed strong capabilities to enhance innovation and dialogue with other strategic functions related to the development of innovation and creativity (from creative department to style & art direction, marketing, R&D, external creative agencies, etc.);
• Developed the mind-set to push boundaries, promote innovation and pursue new visions in a sector which has always strived for creativity;
• Acquired an in-depth knowledge of luxury communication strategies, from traditional media (advertising, PR, events, sponsoring & collaborations) to digital, social media and special projects development;
• Understood key retail marketing levers and successful key management channel factors, the elements for a seamless integration between physical channels and online channels (the omnichannel strategy);
• Demonstrated their capability to combine strong analytical skills with creative ones in order to manage inspirational techniques to identify and shape future design and marketing opportunities;
• Demonstrated an ability to effectively communicate concepts, methods and proposals in a spoken, visual and written form.

Degree & Concentration
Upon graduation from Domus Academy, you’ll earn a degree that’s recognized around Europe and the world—an Academic Master’s Degree (60 ECTS credits) accredited by the Italian Ministry of Education, Universities and Research (MIUR). The Academic Master’s Degree is validated through NABA, Nuova Accademia di Belle Arti Milano. You’ll also earn a second valuable qualification: the Domus Academy Master’s Diploma.

Domus Academy’s accreditation has helped build relationships with prestigious companies, so you have the chance to gain practical work experience during your course of study. An accredited degree, plus the practical experience you gain through an internship, shows employers that you received a top-quality education and that you bring industry-relevant knowledge and skills to the table when you join their team.

Domus Academy’s accreditation also means that the relevant academic credits you earn at Domus Academy will transfer to other institutions if you choose to work toward another master’s or a doctoral-level degree.

Career Opportunities
The Master in Luxury Brand Management aims to equip students with skills and abilities to become Luxury brand manager, product manager, marketing manager, communication & PR manager, or branding & marketing consultant.

Declaration of Value
In order to receive the Academic Master Degree at the completion of the program students holding a non-Italian Bachelor Degree are required to have their degree validated prior to starting the program. In order to do so, students must contact the Italian Embassy or Consulate in the country where the degree was issued in order to ask for the so called “perfezionamento documenti”, consisting of:

• Translation into Italian (by certified translator) of the student’s High School Diploma*
• Translation into Italian (by certified translator) of the student’s High School Academic Transcripts*
• Translation into Italian (by certified translator) of the student’s Bachelor Degree*
• Translation into Italian (by certified translator) of the student’s Undergraduate Academic Transcripts*
• “Dichiarazione di valore in loco” (Declaration of Value) of the student’s High School Diploma & Bachelor Degree. (The “Dichiarazione di valore in loco” is the document attesting that the study qualification obtained in the student’s country of residence is valid for accessing Italian Universities or Academies)

For a complete list of Italian representative authorities worldwide please see here. The legalized and translated documents, as well as the “Dichiarazione di valore in loco” will be issued to the student.

*Please Note: All Consulates vary and they may have slightly different requirements. You must contact the Consulate, which holds jurisdiction where the diploma/degree issuing school is located.

The program is organized in four main modules lasting eight weeks each that include courses and workshops, followed by an 8 week internship period and a final portfolio presentation. For a full description of the program structure see Luxury Brand Management Master’s Degree.

Core Workshops – Required

• Strategic Brand Management Workshop
• Digital Luxury Communication Workshop

Elective Workshop – Choose one

• Entrepreneurship Through Design
• Fashion Buying

Courses

• Strategic Branding
• Advanced Business for Design
• Integrated Communication Strategy
• Personal Branding

Professional Experience
The Professional Experience is the final step of a process in which students, thanks to a one-to-one tutorship, receive a deep and balanced evaluation of their skills and aspirations, in order to build a career, which fits their aims. There are three kinds of Professional Experiences:

• Internship in a Company/Firm: the students will be hosted in a work environment developing assigned real projects.
• Field Learning Experience: a work project carried out on campus in collaboration with a company and supervised by a project leader. The students will approach contemporary themes and explore a wide range of design subjects in a multidisciplinary environment.
• Entrepreneurship Module: an entrepreneurial journey in order to develop business and managerial skills. The students will be given a specific toolbox of frameworks and approaches both in theory and practice. In all cases during this crucial phase students are mentored on a step-by-step basis, and acquire the fundamental experience of dealing with the real world, with real business and with the people working in the field.

*prices are subject to change

This is an SAI Select Services Program; it includes the important on-site services!

• Academic Master’s Degree awarded by Nuova Accademia di Belle Arti (NABA)
• Master’s Diploma from Domus Academy
• Program tuition
• Student health insurance providing full coverage and medical emergency evacuation
• SAI orientation to the host city and school
• SAI staff on-site providing assistance as needed and 24-hour emergency support

Pre-departure and Re-entry services

• Admissions counselor assigned to you, providing friendly assistance throughout your study abroad experience
• Helpful pre-departure tools and resources
• Assistance with student visa application
• Assistance with financial aid and loan processing
• Paid registration fees for national re-entry conferences
• SAI alumni network

Housing is not included in SAI Select Services Programs. However, your SAI Admissions Counselor will be happy to provide you with information and recommendations for local housing agencies, as well as school-provided apartments. Students who do not have prior housing arrangements should begin speaking with their Admissions Counselor as soon as possible.

Passports
Passports should be valid for 3 months after planned departure from Italy.

Student Visas
In accordance with Italian law students studying in Italy for 90 days or more are required to obtain a student visa. Those with Italian/EU citizenship are exempted. Non-US nationals should consult their local Consulate for information on student visa requirements.

Students must appear in person at the Italian Consulate to present their student visa application. Our Student Visa Office is available to assist students in getting ready for the appointment; SAI provides student visa consulting for all our students at no cost.