Executive certification in
Offline and Online Business Strategies


Paris Dauphine University has elaborated a prestigious and complete certificate in luxury brand-, retail- and digital management. This executive certificate will lighten the main issues faced by many companies today who want to be present in the online and offline world. Paris-Dauphine University gives you the guarantee of a high level expertise & content that will allow you to excel in the premium and luxury field.


Very experienced lecturers holding top management positions at leading luxury brands as well as reputated academics and consultants have been selected in order to transmit their knowledge in their respective specialities.


The fast changing retail environment, triggered by digitalisation and increasing competition, represents a true challenge for brands and retailers. They need to reconsider their strategies and operational goals, get familiar with the new customer expectations and trends in order to remain competitive.


Recent studies* show that 44%  of consumers would consider ending their relationship with a retailer if they are not given tailor-made, relevant content and offers. In addition, 92% of retailers are struggling with online/offline integration. Today, 3/4 of luxury shoppers carry digital devices. Millions of these shoppers are eager to interact with brands online using their computers, tablets and smartphones before they decide what to buy, where to buy it or how much they’re willing to pay.


Not too long ago, the majority of luxury brands were resistant to digital, believing that it would cannibalize the luxury brick-and-mortar experience. Over the last few years, a dramatic change in the luxury digital landscape was noticed. Things have come a long way since! Today, it is claimed that 98% of high-income consumers are shopping online and a high level of competition to access this valuable market share begin to push luxury brands and retailers to invest heavily in taking control of their online brand reputation and ensuring that digital revenue is a core part of the luxury retail mix.


These important movements have a direct impact on the traditional role of salespeople, store design and retail management. The winning brands and retailers will be those who succeed in reinforcing the service level and offering a unique shopping experience offline, while building a seamless online presence. Implementing efficient omni-channel retailing strategies are at the heart of the new retail reality.


This new executive certificate will allow you to acquire skills in the luxury industry with particular focus on the new retail reality, driven by digital technologies.


Michaela Merk
Program Director
Associate Professor in International Marketing, Retailing & Luxury Management, Paris Dauphine University
CEO Merk Vision & Partners (Consulting & Training in Luxury Brand, Retail, Digital Management)


*McKinsey, Digital Luxury Experience 2013


Program director
Michaela Merk


Training Assistant
Evelyne Semo
Mail : evelyne.semo@dauphine.fr  
Tel. : 01 44 05 44 76


The University Paris-Dauphine is accredited