Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
A.FERRAGU
Intervenant(s)
A.FERRAGU
Présentation
Prérequis
Preferably some knowledge of the luxury sector. We will however quickly review the luxury topic if needed.
Objectifs
The course offers a special focus on the identification and analyses of synergies and innovative strategic alliances with artists helping luxury companies to engage with their target customers. Students will learn how to produce impactful partnerships strategies and how to build a strong message to generate maximum exposure for luxury companies across all platforms.
At the end of the course, the student should be also able to:
- Identify opportunities for luxury brands in teaming up with arts
- Match artists and art projects with brand personalities and in a clear consistency with the global company strategy
- Formulate and implement a communication campaign around art-luxury collaborations
- Understand the benefits and limits of those collaborations
At the end of the course, the student should be also able to:
- Identify opportunities for luxury brands in teaming up with arts
- Match artists and art projects with brand personalities and in a clear consistency with the global company strategy
- Formulate and implement a communication campaign around art-luxury collaborations
- Understand the benefits and limits of those collaborations
Présentation
There has been an increase in the number of collaborations between contemporary artists and luxury brands over the past decade. For the brands this is considered an effective strategy to deal with a series of difficulties that the luxury industry have long been searching solutions for.
The course will explore the history of crossovers between art and luxury and consider those crossovers as strategic and purposeful collaborations executed in order to achieve specific marketing objectives for both the artist and the luxury brand. The different types of objectives will be analyzed by highlighting relevant real-life examples of strategic partnerships. The course will also focus on the attributes and typologies of those partnerships and their role in a global branding strategy.
The course will explore the history of crossovers between art and luxury and consider those crossovers as strategic and purposeful collaborations executed in order to achieve specific marketing objectives for both the artist and the luxury brand. The different types of objectives will be analyzed by highlighting relevant real-life examples of strategic partnerships. The course will also focus on the attributes and typologies of those partnerships and their role in a global branding strategy.
Modalités
Organisation
| 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 | ||
Évaluation
The assessment is based on the following criteria:
- Individual Project
- Group Presentation
- Participation
- Individual Project
- Group Presentation
- Participation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 16,00 | 0 | 20,00 |
| Présentation orale | 0,25 | 1 | 50,00 |
| Autres | |||
| Projet Individuel | 4,00 | 1 | 30,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
The Luxury Strategy – J-N Kapferer (2012) -