Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
G.DE KERVILER
Intervenant(s)
G.DE KERVILER, A.FERRAGU
Présentation
Prérequis
It is strongly recommended to have a basic knowledge of marketing principles.
No prior experience in or knowledge of the luxury sector is required to succeed in this course.
No prior experience in or knowledge of the luxury sector is required to succeed in this course.
Objectifs
At the end of the course, the student should be able to:
- understand what constitutes luxury and the unique challenges for marketers involved in brands/products management in the luxury industry
- understand the consumption process behind the luxury purchase
- analyze branding and communication strategy in the luxury domain
- be able to suggest innovative and creative solutions to market luxury services/products
- debate on important current issues for luxury
- understand what constitutes luxury and the unique challenges for marketers involved in brands/products management in the luxury industry
- understand the consumption process behind the luxury purchase
- analyze branding and communication strategy in the luxury domain
- be able to suggest innovative and creative solutions to market luxury services/products
- debate on important current issues for luxury
Présentation
This course is structured to provide students working knowledge of marketing for luxury. In particular, the course will focus on consumption, branding, communication and business models. Based on the main characteristics of luxury, we will explore challenges and initiatives to develop an efficient marketing strategy. We will also debate on current challenges and issues for luxury industries.
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | You will be expected to be an active participant and attend all the sessions. | |
| Travail personnel | |||
| Group Project | 12,00 | In class assignments. | |
| Individual Project | 8,00 | In class assignments. | |
| Autoformation | |||
| Lecture du manuel de référence | 4,00 | Required readings will be provided on IESEG Online. | |
| Overall student workload | 40,00 | ||
Évaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Contrôle continu | 0,00 | 0 | 20,00 |
| Participation | 0,00 | 0 | 25,00 |
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 30,00 |
| Autres | |||
| Projet Collectif | 0,00 | 0 | 25,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
To keep up with the latest developments in luxury, the requested readings will be posted on IESEG Online and are subject to change. Requested readings will be discussion starters in class. Please read them carefully. -
Ressources Internet