Marketing French Excellence:
Business Education Trends
Viewpoint by Andrew Scharf, Head of the WCW Group
Certain countries are known around the world for their luxury goods, wine, and spirits sectors. Italy, France, and Spain come immediately mind. There is elan and lifestyle in spades. Tourists are attracted to the glamour, outstanding museums, art galleries, fashion, and lifestyle.
On a business level, this has meant a boom in entrepreneurial ventures as well as continued growth by major conglomerates such as LVMH, PPR, and the Richmount Group. Despite the financial crisis, the sector is robust. If you go down the rue St. Honore and peek into the major showcase stores, you will see that people are not just looking but they are buying. It seems that even in difficult times, shoppers find solace in consumerism.
France has long had a strong international reputation as a country which produces some of the world?s most coveted luxury goods, wines and spirits. Although, there is serious competition from abroad, the brands and fashion houses still sparkle with magic. For would be professionals and professionals alike the country also caters to individuals who wish to build their careers here as well.
In a recent survey executed by the WCW Alumni Network among undergrad business students, many are interested in fostering future careers in the luxury brand management. Students recognise that marketing these products requires a unique know-how and an intimate knowledge of not just France but also what makes the luxury industry tick, generate trends and style.
There are several schools, which come up in discussions on which programmes to attend at the masters or MBA level. They are ESSEC and ISC School of Management, both of which are Paris based. Both programs ground the essentials with hands on internships and get their students actively engaged.
Another academic institution, which is cited for its excellent undergrad and MBA programmes in business education is Rouen Business School.
Rouen Business School launched in 2009 a Masters programme in English, entitled, ?Marketing French Excellence?. The program focuses on the development of international marketing from a French perspective, giving students a inside view of how to harness French savoir-faire. The Rouen program is under the supervision of Ewan Ormiston, the programme director.
Rouen Business School offers the Masters of Science degree in Marketing French Excellence, a full-time, three semester programme, taught entirely in English, thus giving international students access to the latest marketing and business strategies at the graduate level. The program puts stress on the ?French Touch?. Although this sounds as an ethereal concept shrouded in mysticism, for anyone familiar with this country, there is more here than meets the eye.
From its high speed trains to its diverse luxury offerings in the spirits and fashion industries, France has a distinct cultural identity. This identity often debated both inside and outside France and can be hard to pin down. Although understanding French culture is not genetic, it has its own unique appreciation of how to create taste and lifestyle. Understanding what underpins this distinctive approach to the French touch, and translating this into commercially viable ventures is where the Rouen Business School initiative appears to be standing out.
Rouen believes that ?Marketing French Excellence? takes a new approach to the challenge of providing students with an outstanding vocational business education. The programme is designed to have a modular structure and combine theoretical training with field based practical application. (The same approach, I might add has been implemented at ISC School of Management also under new management.)
Professor Ewan Ormiston, the director of the program stated that ??Marketing French Excellence? responds to the demand from international markets for educated young professionals capable of bringing the ?French Touch? to their marketing conception and development. The result is a truly differentiated degree course, both in its philosophy and its approach to learning.?
The programme is intended for both students having successfully completed their bachelor degree with the goal of specializing in marketing or for business school graduates or candidates from other disciplines. They should be interested in working for a French business nationally or internationally or for French-inspired businesses.
The curriculum has been designed to comprise the following courses: Luxury Marketing, High-Tech marketing (including studying the French aerospace, nuclear and rail transport industries); Cultural Marketing will focus on the concept of national brand identity, Service Marketing (special attention will be given to France?s strong tourism and hospitality sectors); and Business Ethics, International Marketing and developing Cross-Cultural Competencies.
About Rouen Business School
Rouen Business School is one of the top 10 business schools in France and offers its 3000 annual students a large array of programs on a renovated 7-hectare campus:
a) 3 Bachelor programs: Bachelor in Retail (ECAL), Bachelor in Business
Administration (ISPP), and Bachelor of Science in International Business (IFI)
b) ?Grande Ecole? Program, ranked 20th in the Financial Times
European Masters in Management rankings
c) 5 specialized Masters programs, 4 Masters of Science programs
and 1 Full-Time MBA program.
With a network of 14,000 alumni around the world and 165 international academic partners, the Rouen Business School is EQUIS and AMBA accredited and is in the process of being accredited by AASCB.
You can visit the school online at:
http://www.groupe-esc-rouen.fr
About The Author
Andrew Scharf is a regular contributor to WCW INSIGHT on fashion, lifestyle, and luxury brand management. He also heads Careo, which is the Career Management & MBA Coaching divisions of Whitefield Consulting Worldwide helping people harmonise professional objectives with their personal aspirations.
For Further Information, visit:
http://www.whitefieldconsulting.com
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