Have you ever spent time waiting in the boarding area of an international airport? Security regulations requiring passengers to spend significant pre-boarding time have created new opportunities to turn otherwise wasted waiting time into new ways of doing business. Due to the diversity of passenger profiles, brands use these captive moments to create environments where shopping becomes an exciting moment and help this global traveler become aware of and test new products and brands. In this emerging field specific knowledge and skills are required to gather insights into this new consumer.
How can waiting time be turned into both enjoyable shopping experiences and profitable business opportunities? This program intends to introduce you to this new way of shopping.
The teaching approach employs with case studies to prepare students to be able to respond to specific Travel Retail issues.
Understand the specificities of Travel Retail: from concept to operations. Discover the opportunities for growth within Travel Retail.
Insights into the operational aspects of Travel Retail: Learn the underlying rationale of Travel Retail including tourist areas and specific Travel Retail products and brands.
Adapting the fundamentals and trends in marketing (retail, merchandising, customer experience, luxury) & communication (physical, digital, phygital..) to Travel Retail.
Applying marketing strategies to profile passengers and develop relevant actions.
Explore both legal and organizational rules specific to and that govern Travel Retail: airport security, intellectual property, local and international laws, taxation.
This course provides an overview of the emerging professions in Travel Retail.
2nd to 19th July
60 hours of courses, in English with seminars, case studies, company and cultural visits.
The final grades of the certificate obtained by the candidates will reflect a mix of:
Each 3-week program delivers 8 ECTS credits.
Attendance to all lectures is compulsory in order to obtain the Certificate.
10 rue Sextius Michel