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MARKETING IN FASHION COMPANIES

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-MFM1S1-MKT-MFMCI01UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Fashion Management1S1English
Professeur(s) responsable(s)G.DE KERVILER
Intervenant(s)Gwarlann de KERVILER


Pré requis

Basic Marketing Course

Objectifs du cours

At the end of the course, the student should be able to :
The assessment is based on five criteria :
- Active participation in class (taking into account attendance and ponctuality),
- Cases to be read and analyzed
- Group presentations
- Individual assignment

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
Be able to innovate and suggest creative solutions to elevate the status of brand and the attractivity for consumers


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent study
Group Project14,00  
Estimated personal workload10,00  
Independent work
Research10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Project work
  • Interactive class


Évaluation

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

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation0,00020,00
Language skills : writing0,00030,00
Final Exam
Written exam0,00025,00
Others
Group Project0,00025,00
TOTAL     100,00


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