Leisure is an important part of a maturing capitalist economic model. Consumers in mature economies are now able to make the choice to forego wages from work to enjoy leisure and lifestyle pursuits. This is particularly noticeable in European democracies where citizens benefit from more vacation days than the world average.
Free time and affluence provide numerous opportunities in the economy for creating services and products which serve the pursuit of leisure and quality of life. Many activities cluster around medical and well-being services such as nutrition, fitness, diet clubs, and walking clubs, whereas others are packaged as touristic and pitched to affluent working populations with means, but little time. Jobs vary from the idiosyncratic lone entrepreneur to mainstream industries in media, tourism, events, sports, personal services, and retirement.
Through a close analysis of the leisure and lifestyle economy of the south of France, students gain rapid familiarity with one of the important growth markets in the 21st century. The course enables participants to acquire the key agents involved in this fascinating industry and to take part in an action research project based on a local company's business strategy. The course is a good compliment to students in business and economics majors and would nicely top off concentrations in tourism, services and the creative industries.
Duration: 3 intensive weeks in the summer
Language: Entirely in English
Certificates & Credits:
Location: Nice Campus, French Riviera
Start Date: from 15th June to 3rd July 2020
EDHEC benefits from an extensive business network throughout France and Europe with companies and consultants who hire our students and provide professors with action research topics at the heart of our learning model. Excursions are planned to take advantage of local partnerships on the French Riviera and programme themes are woven into the numerous question/answer possibilities afforded during these special up-close business visits.
Summer courses are designed to integrate our corporate partners so that course contents directly apply to the discussion of business strategy and brand development. Some smaller business excursions are planned but multinational players, in particular, provide a focus allowing for an in-depth view of the business challenges that the programme seeks to investigate.
This year's sponsors and partners for the action-based research learning design are the multinational players located right on the French Riviera. On-site visits allow students to ask questions to see operations first-hand and observe business in action.
Sociétés MANE (Châteauneuf, France): In 1871, Victor MANE started producing fragrant materials from regional flowers and plants. Since then, the small distillery which grew successfully to become one of the leading Flavours and Fragrances companies worldwide has continually been run by the MANE family.
Victor’s sons Eugène and Gabriel modernised and developed the business internationally. Maurice MANE took over from his father Eugène in 1959. Under his leadership, the Company increased its production capacity, set up research and analytical laboratories, diversified into flavours for the food industry and developed its international network of subsidiaries.
In 1995, Maurice MANE retired to become Chairman of the Supervisory Board, while his eldest son Jean was appointed President of the MANE Group, and his other son Michel, President of the Americas Region. MANE employs 5000 people in 34 countries, 25 Manufacturing sites and 43 R&D Centres.
The museum of modern art of the city of Nice is considered one of the major art attractions of the Riviera. Housing contemporary art from around the world, offering special expositions and hosting artistic events, it is the centrepiece of art and architecture for Nice. Summer programme students work on topical issues of interest to the sustainability of the art museum within the city of Nice ranging from marketing, digital strategy, corporate communication, sponsorship and fundraising.
Grasse expertise provides business-to-business services for local companies and multinationals operating in aroma and essence markets. Located in the world’s perfume capital, Grasse Experts bring together major fragrance brands like Fragonard as well as research laboratories conducting sustainability, pharmaceutical and environmental investigations based on regional flora. A key component in the production line linking cosmetic and perfume innovation to the industries that bring these essences to homes and businesses across the world, Grasse Experts is a cutting-edge think tank that matters in the aroma industry and in the national centres of French excellence.
Elis industries is a multinational service provider who has based its excellence and experience on acquired competency in the hotel, tourism, catering and restauration industries across the world. Services range from housekeeping, canteen services, and gourmet food to entire provision service chains for five-star hotels. A major player in France’s tourism industry, Elis is a top employer for services around the world.
EDHEC Business School professors and students interact with the city of Nice on projects related to urban development, the promotion of the arts, the monetization of cultural products and services and the sustainability objectives of France’s second tourist destination. Nice is the location of France’s second largest airport and caters to an international population of tourist arrivals among Europe’s most demanded.
“Leisure and Lifestyle” provides international students with the opportunity to undertake intensive study on new leisure markets in a short summer format taking place on France’s Nice Riviera Campus. Now in its first year, the programme has adapted an experiential learning-by-doing approach that is as unique as it is appropriate to the context of one of the world’s premier tourist attractions in the south of France. As a specialist in intercultural communication, I believe that the international learning cohorts that come together for this multi-disciplinary intensive track provide enhanced experience of new lifestyle pursuits, diverse cultural understandings of leisure and the challenges specific to leisure and lifestyle businesses."
— Professor Anne E. Witte
The EDHEC Summer Programme will examine a few mainstream players of the leisure economy, using models based in the region of Nice, Cannes and Monaco as live case studies of the companies and consumers that inhabit the leisure economy. Three focus courses will combine background literature, in situ learning and a consultancy based evaluation framework to become acquainted with this often neglected part of today’s economy.
Our teaching methods are aimed to give you the core competencies necessary to compete in a complex and competitive business environment. You will learn to deepen your analytical thinking, develop practical skills, and design creative strategies for business success.
Our methodology includes:
♦ Core curriculum
♦ Blended learning
♦ Applied learning
♦ Personal performance coaching
*Tuition fees are waived for students nominated by EDHEC’s partner universities and who participate in the summer course as part of the general exchange agreement. These students only pay the Service fees.
Payment of course fees must be received to confirm registration to the summer course and to receive the enrolment letter, accommodation contacts and any documents eventually required to obtain the student visa.
Students not attending the entire course can receive a certificate of attendance, but no credit transfer will be made available.
Deadline for receiving application file: May 11, 2020.
Course starting from 15th June to 3rd July 2020
Summer course participants will be guided and assisted by EDHEC’s International Relations Office. Full information on accommodation, arrival, campus facilities and schedules can be found on our website.
Participants will have access to all campus facilities including:
Registered participants will receive a list of different types of accommodation available near the campus, but students are free to use social media to inquire about typical prices and availability.
During the Summer courses participants are free to have lunch at the EDHEC cafeteria which serves obligatory student take-outs but also a freshly made dish of day, which changes every day. The EDHEC student card will give you access to the cafeteria, as well as to the library and internet rooms.
A 1-month public transport pass included in the service fees.
You might have many more questions; we will certainly do our utmost to answer them. Please don't hesitate to contact us.