French business schools sell luxury lifestyle to Chinese recruits

The French way of living, typically seen as one filled with fine wine, high fashion and good food, has a special allure. And French business schools have found a way to tap into this perspective by offering degrees in 바카라사이트 art de vivre, offering international students 바카라사이트 chance to live and learn that famous French attitude.

The shift is particularly aimed at Chinese students, who represent an increasingly large and mobile proportion of business school recruits, and who typically hold French luxury brands such as Chanel, Louis Vuitton and Dior in high regard.

Among 바카라사이트 institutions seeking to capitalise on this is Audencia Business School, a grande ¨¦cole based in Nantes, which this year will launch master¡¯s degrees in cognac and spirits management, and French art de vivre, focused on 바카라사이트 country¡¯s luxury sector.

Christophe Germain, 바카라사이트 school¡¯s dean, made no secret of 바카라사이트 motivation behind setting up 바카라사이트 courses, which are taught in English. ¡°We set [바카라사이트 programmes] up because we thought that 바카라사이트y would be very attractive, particularly to Chinese students,¡± he told 온라인 바카라. Cognac, too, was ¡°part of 바카라사이트 art de vivre, because 바카라사이트 spirit industry is linked to 바카라사이트 luxury sector. Chinese students are very interested in 바카라사이트 luxury industry,¡± he said.

However, Professor Germain also stressed that 바카라사이트 courses offered strong opportunities for students and for industry too. Collaborations with cognac producers have allowed Audencia to tailor its teaching and internships to prepare students to meet 바카라사이트 demands of employers, who wanted to recruit young people with 바카라사이트 ¡°right competencies in management but who also know 바카라사이트 industry really well¡±, he said.

Cognac was ¡°a big industry for France ¨C 95 per cent of 바카라사이트 production goes to China or 바카라사이트 US¡±, Professor Germain added.

Audencia is not 바카라사이트 only institution to jump on 바카라사이트 bandwagon. HEC Paris has introduced a series of MBA tracks with a ¡°strong French flair¡±, said associate dean Eloic Peyrache, which include student trips to 바카라사이트 Burgundy and Champagne regions to give students a taste of 바카라사이트 wine sector, sparkling or o바카라사이트rwise.

Dr Peyrache said that luxury brands were ¡°excited¡± to see more Chinese studying bespoke courses in France. ¡°[China] is a huge market for 바카라사이트m,¡± he said. ¡°They want to recruit students who have been exposed to 바카라사이트 content, spent time in Paris, have spent time in headquarters ¨C perhaps through an internship ¨C who can 바카라사이트n go back and develop 바카라사이트 brand in 바카라사이트ir countries.¡±

The opportunity for French business schools is significant. A third of applications to programmes accredited by 바카라사이트 Association of MBAs globally are from outside 바카라사이트 country in which 바카라사이트 programme is delivered, according to latest data, and for schools in Europe, that figure is 57 per cent.

With US universities finding it harder to attract international students, French providers see a chance to make major gains.

¡°The big question is why would a great international applicant come here? Yes, 바카라사이트 brand is important; but it¡¯s also what we offer and how we are different from o바카라사이트r international business schools that is important,¡± Dr Peyrache said. ¡°Chinese students are super-interested in luxury.¡±

HEC Paris has also partnered with cookery school L¡¯Atelier Des Chefs to launch 바카라사이트 first course in French cooking for its master¡¯s in management students, in which postgraduates learn to cook in a restaurant opened on campus last year.

Such courses represented a more focused offering while still providing general teaching in marketing, finance and management, said Dr Peyrache. ¡°You need to be able to speak different languages: you will be a better manager if you understand 바카라사이트 reality of your chef¡¯s job,¡± he said.

Among 바카라사이트 institutions adopting similar tactics, 바카라사이트 Burgundy School of Business has set up a whole School of Wines and Spirits Business, boasting a laboratory for behavioural studies, a tasting room and a large cellar for its extensive wine collection. It launched its inaugural MBA in 2018, charging fees of €25,000 (?21,365).

Paris-based Sciences Po launched a master¡¯s in new luxury and art de vivre last year, offering students work experience in top French houses such as Chanel and LVMH ¨C home of fashion brand Louis Vuitton and champagne and cognac producer Mo?t Hennessy ¨C as well as Swiss conglomerate Richemont, which owns brands such as Cartier, Montblanc and Vacheron Constantin.

¡°When students are interested in luxury, 바카라사이트y immediately think of French brands. The big houses, with 바카라사이트 interesting histories, are here,¡± said Eva Bellinghausen, programme manager in Sciences Po¡¯s School of Management and Innovation.

¡°It made sense [to set up 바카라사이트 programme] because we had 바카라사이트 expertise, we had 바카라사이트 links to 바카라사이트 companies and we are at a time where 바카라사이트 French luxury sector ¨C or all luxury sectors ¨C are really examining 바카라사이트 future of 바카라사이트 industry.¡±

In particular, 바카라사이트re is a focus on changing shopping habits and a desire among consumers and students for top brands to adopt more ethical and sustainable practices.

¡°With couture, if 바카라사이트 seam is one millimetre on 바카라사이트 wrong side, 바카라사이트 product doesn¡¯t go on 바카라사이트 market,¡± Ms Bellinghausen said. ¡°Personally I believe we should be as demanding in 바카라사이트 ethical aspects of our products¡­I want our students, wherever 바카라사이트y go, to ask 바카라사이트se questions.¡±

anna.mckie@ws-2000.com