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Luxury Marketing

  • Teacher(s):  
  • Course given in: English
  • ECTS Credits:
  • Schedule: Autumn Semester 2018-2019, 3.0h. course (weekly average)
      WARNING :   this is an old version of the syllabus, old versions contain   OBSOLETE   data.
  •  sessions
  • site web du cours course website
  • Related programmes:

 

Objectives

This class is about luxury brand management and communication.

The objective is to bring about a better understanding of the luxury brand and therefore how to implement a marketing strategy for this kind of brands.

The challenge of the digital era will also be discussed as it has been a real challenge for luxury brands to deal with Internet in their strategy.

Theoritical aspects will be mixed with more practical exercises in class.

Contents

Copy of presentations will be provided

References

Kapferer and Bastien (2012)

Pre-requisites

Basic marketing principles

Evaluation

First attempt

Exam:
Written 2h00 hours
Documentation:
Not allowed
Calculator:
Not allowed
Evaluation:

Retake

Exam:
Written 2h00 hours
Documentation:
Not allowed
Calculator:
Not allowed
Evaluation:


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