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LUXURY MARKETING
2018-2019	FrIESEG School of Management ( IÉSEG )
Code Cours :	1819-IÉSEG-M1S2-MKT-MA-EI105E	MARKETING

Niveau	Année de formation	Période	Langue d'enseignement
Master	1	S2	FrEnglish

Professeur(s) responsable(s)	G.DE KERVILER
Intervenant(s)	Gwarlann DE KERVILER

IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Pré requis

None

Objectifs du cours

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…)
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

Contenu du cours

The following topics will be addressed (order might change depending on guest speakers' availabilities):
- 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 d'enseignement

Organisation du cours

Type	Nombre d'heures	Remarques
Independent study
Individual Project	10,00
Group Project	14,00
Independent work
Research	10,00
Face to face
Interactive class	16,00
Charge de travail globale de l'étudiant	50,00

Méthodes pédagogiques

Case study
Interactive class
Presentation
Research

Évaluation

The assessment is based on five criteria :
- Active participation in class (taking into account attendance and ponctuality),
- Cases to be read and analyzed prior to each class
- Group presentations
- Individual assignment
- Individual project