OUR ACADEMIC DEPARTEMENTS |
Lesson details
LUXURY MARKETING | |||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S2-MKT-MA-EI105E | MARKETING |
Level | Year | Period | Language of instruction |
---|---|---|---|
Master | 1 | S2 | EnEnglish |
Academic responsibility | G.DE KERVILER |
---|---|
Lecturer(s) | Gwarlann DE KERVILER |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Prerequisites
None
Learning outcomes
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
Course description
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
Class type
Class structure
Type of course | Numbers of hours | Comments | |
---|---|---|---|
Independent study | |||
Individual Project | 10,00 | ||
Group Project | 14,00 | ||
Independent work | |||
Research | 10,00 | ||
Face to face | |||
Interactive class | 16,00 | ||
Total student workload | 50,00 |
Teaching methods
- Case study
- Interactive class
- Presentation
- Research
Assessment
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
Type of control | Duration | Number | Percentage break-down |
---|---|---|---|
Others | |||
Group Project | 0,00 | 0 | 25,00 |
Written Report | 0,00 | 0 | 25,00 |
Continuous assessment | |||
Language skills : writing | 0,00 | 0 | 30,00 |
Participation | 16,00 | 1 | 20,00 |
TOTAL | 100,00 |
Internet resources
- IESEG Online
The slides for each session will be available on the intranet site
- luxurysociety
- comitecolbert
- net-a-porter
* This information is non-binding and can be subject to change