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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
G.DE KERVILER
Stakeholder(s)
Gwarlann DE KERVILLER
Présentation
Prerequisite
Knowledge of key marketing principles (e.g. 4Ps)
Goal
3.A Breakdown complex organizational problems using the appropriate methodology
3.B Propose creative solutions within an organization
5.B Construct expert knowledge from cutting-edge information
5.C Employ state-of-the-art management techniques
6.E Draw on professional experience and accumulated knowledge to determine key strategic opportunities to their organization
Craft a marketing strategy for successful brand development within the luxury industry
3.B Propose creative solutions within an organization
5.B Construct expert knowledge from cutting-edge information
5.C Employ state-of-the-art management techniques
6.E Draw on professional experience and accumulated knowledge to determine key strategic opportunities to their organization
Craft a marketing strategy for successful brand development within the luxury industry
Presentation
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
- 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
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Travail personnel | |||
| Group Project | 14,00 | ||
| Individual Project | 20,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
In class assignments during face-to-face sessions; case reading between sessions; individual project after the last session
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 16,00 | 4 | 20,00 |
| Autres | |||
| Projet Collectif | 14,00 | 4 | 50,00 |
| Projet Individuel | 20,00 | 2 | 30,00 |
| TOTAL | 100,00 | ||