News
Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
G.DE KERVILER
Stakeholder(s)
G.DE KERVILER
Présentation
Prerequisite
No prior experience in the luxury sector is required to succeed in this course.
Goal
At the end of course, the student should be able to:
- Know what constitutes the luxury industry today (markets, players) with its recent challenges (e.g. managing desirability and accessibility; going digital) and specificities of various industries (e.g. Perfumes - Wine &Spirit - Watches & Jewelry - Fashion - Accessories…)
- Understand the key aspects of luxury brand management ; the characteristics of luxury customers (profiles and expectations), the communication strategy and the main business models (e.g. fully integrated to licensing)
- Be able to innovate and suggest creative solutions to elevate the status of brand and the attractivity for consumers
- Know what constitutes the luxury industry today (markets, players) with its recent challenges (e.g. managing desirability and accessibility; going digital) and specificities of various industries (e.g. Perfumes - Wine &Spirit - Watches & Jewelry - Fashion - Accessories…)
- Understand the key aspects of luxury brand management ; the characteristics of luxury customers (profiles and expectations), the communication strategy and the main business models (e.g. fully integrated to licensing)
- Be able to innovate and suggest creative solutions to elevate the status of brand and the attractivity for consumers
Presentation
The following topics will be addressed:
- Introduction to the world of luxury : History; Definition; Different Industries involved; Trends and challenges - Luxury consumption patterns: Segmenting the market; Understanding purchasing process; Providing an experience; Developing a relationship with customers.
- Luxury brands development : Developing a strong brand; Protecting the brand; Managing careful growth, brand extension, licensing and co-branding
- Luxury Product/service, price and portfolio: Integrating creativity and design; Managing quality; Service dimension; Fixing and managing price; Managing the Portfolio - Luxury brand communication: Designing the message; Choosing and planifying media; Going digital
- Luxury retailing and business models: Understanding the business model; Designing the store experience (selling process; merchandising,..); Managing internationalization
- Introduction to the world of luxury : History; Definition; Different Industries involved; Trends and challenges - Luxury consumption patterns: Segmenting the market; Understanding purchasing process; Providing an experience; Developing a relationship with customers.
- Luxury brands development : Developing a strong brand; Protecting the brand; Managing careful growth, brand extension, licensing and co-branding
- Luxury Product/service, price and portfolio: Integrating creativity and design; Managing quality; Service dimension; Fixing and managing price; Managing the Portfolio - Luxury brand communication: Designing the message; Choosing and planifying media; Going digital
- Luxury retailing and business models: Understanding the business model; Designing the store experience (selling process; merchandising,..); Managing internationalization
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 8,00 | ||
| Cours interactif | 8,00 | ||
| Autoformation | |||
| Recherche | 10,00 | ||
| Travail personnel | |||
| Group Project | 14,00 | ||
| Individual Project | 10,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
The assessment is based on the following criteria:
- Individual Case Study
- Group Presentation
- Participation
- Individual Case Study
- Group Presentation
- Participation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 16,00 | 1 | 20,00 |
| Présentation orale | 0,20 | 1 | 50,00 |
| Autres | |||
| Etude de cas | 1,00 | 1 | 30,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
The Luxury Strategy – J-N Kapferer (2012 -
The Road to Luxury – Ashok Som – Christian Blanckaert (2015) -
The Road to Luxury – Ashok Som – Christian Blanckaert (2015) -