LUXURY MARKETING (Intensive)
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
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.
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
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.
