Marketing and Communication Management for Fragrances & Cosmetics

Communication and innovation management are vital to strengthening and implementing advertising campaigns, communication plans and promotional activities through the most appropriate channels, reflecting a brand’s vision or image. They have a strategic role in a perfume and cosmetic product launch and can determine its success. Learners of the Master in Marketing and Communication Management for Fragrances & Cosmetics will plan and manage presentations, events, social media calendars/plans, and PR activities and actively use the most recent media outlets, such as influencer and content marketing.
An additional focus is placed on innovation management processes and strategies, i. e. by analysing the relationship between perfumery, cosmetics and technology to find and apply new applications in production, distribution and marketing processes. Expert managers will present successful cases to help ignite creative ideas and insights.
Students will acquire extensive knowledge and skills in communication, styling techniques & communication through packaging for fragrances and beauty products while also experiencing the strategic value of the metaverse environment & digital experiences adapted to ATL and BTL marketing. They will delve into trend analysis and storytelling, visual communication, Fragrances’ creation  techniques, as well as sociology, cultural and context studies.