Luxury Management, MSc, International University of Monaco

Marina Leal, Brasilian, studies Bachelor’s program at IUM. She has chosen the Sports Business Management specialization for her 3rd year. She did her internship as Media Planning Activation at Adidas for six months.

What are you doing with Adidas Group?

During my internship, I was a media planning activation intern for Adidas’ most extensive account, Zalando. After six months of training, they hire me, and I’m currently working as an assistant brand activation manager.

What have you learned during your internship?

During my internship, I learned a lot about advertising, paid social media, marketing agencies, management of different stakeholders, and brand campaigns. However, I think the most valuable aspect of this period was learning what I like and don’t like and discovering what I believe I can be the best at. 

What are the main benefits of doing an internship?

The networking opportunities and the hands-on experience you gain are the main benefits of doing an internship. Seeing what we have learned in class in real life is rewarding. Big companies like Adidas have many employees with many different backgrounds and connections. The best way to reach out is by being an intern in their company and meeting them for a coffee chat. It is also a huge advantage when considering staying at the company after it. Twelve out of twenty interns at Adidas headquarters got hired after the internship; everything is more accessible when you are an internal employee.

Any tips for students who are looking for an internship?

I would say to constantly look for it and tailor your resume each time you apply. It doesn’t hurt to use it for many different positions, you should always have a plan B, C, and D. I paid LinkedIn Premium and set up alerts for all the companies I was interested in. I applied for more than 20 internship postings and only succeeded in receiving a yes from Adidas. You will usually receive a big no, but it just takes one yes to start your career. That was not my first option, but I don’t think I would have had a better outcome elsewhere.

Meet with Noémie Goris, MSc in Luxury Management 2020.

After graduating from her MSc in Luxury Management program, Noémie has started her career in the Yachting industry, working for a leading shipyard in Germany. A couple of months later, she moved on to the private jet industry, first working as a broker and an airline. Now she owns, BehneAero, a Private Aviation Brokerage in Monaco.

Your professional biggest challenges working in such a demanding industry?

The clients. My clients are UHNWIs, coming from different countries and backgrounds. Dealing with such clients is relatively challenging, as they know exactly what they want. In the end, my goal is to make them want a product (or service) that they don’t necessarily need.

How did Monaco influence your career in the Luxury Industry?

The network I have made in Monaco is priceless. Thanks to it, I managed to start my career in this industry, and I met the right people to invest in my company. Of course, I have met interesting clients as well during my time in Monaco.

In your opinion, what are the key takeaways from the MSc in Luxury Management program you graduated from?

The vast network of industry professionals – The luxury industry experience of the professors, which made me understand the industry and its clientele better – The courses in general: understanding the clients, the challenges, and how to deal with them.

What mindset is needed to succeed in this program?

Motivation. It would help if you were very motivated to succeed. You need to understand your customers and accept that they can be very challenging to deal with. In the end, we are the providers of these luxury services, not the clients!

How did this experience change you personally?

I have grown up a lot. I’ve become the woman I am today, and thanks to this program, I managed to be a business owner too.

Your future goals?

Make BehneAero a success, with multiple offices worldwide.

Any advice for future IUM students?

Network to get work! Apart from the program, you have the opportunity to meet fascinating people and clients. You never know which opportunities these meetings could bring you in the future.

Meet with Briana Longe, Bachelor 2019 Alumna

She is currently working as an investment banking analyst, specifically in syndicated and leveraged finance.

Which skill(s) in particular did you develop during your degree?

I was able to develop a foundation in finance and learn about business from an international perspective.

Why did you choose Monaco for your Bachelor’s degree?

I wanted to go to university abroad to experience another culture. IUM was so international and was the perfect melting pot to learn about a variety of cultures. I also wanted to enrich my soft skills and learn about business, and the diversity at IUM afforded me this opportunity.

What is your favorite place in Monaco?

I love the port, the lights at night are beautiful.

What’s next on your bucket list?

Currently opening a restaurant in the Greater London area, so fingers crossed successful business owner is next.

What is the best business advice you’ve received?

I think in finance specifically, it’s easy to get lost in the numbers or the deal, but every assignment, case study, or article always focuses on what the business does and how they make money. This big-picture thinking is invaluable.

Favorite memories about IUM?

I made lifelong friends there. I have fond memories, but I can’t pick just one.