Luxury Brand Management & Marketing

About

Luxury is one of France's most iconic industries, and one of the most strategically complex to navigate.
This block offers students a dual immersion into two fields where culture, identity and market dynamics intersect. In Wine & Gastronomy, students explore the French wine industry from vine to export: regional heritage, appellation systems, sustainability challenges, climate change and international competition, combining lectures, case studies and tasting fundamentals. In Luxury Marketing, they examine how the world's leading brands build desirability through heritage, storytelling, exclusivity and pricing and how these strategies differ fundamentally from FMCG or industrial marketing. Both modules draw on real brand cases and culminate in a group presentation.

Duration: 1 week. This programme is also available as a two- or three-week experience, allowing students to combine blocks according to their interests and schedule.
Format: Lectures · Workshops · Wine tasting · Farewell Dinner
Accommodation: included in the programme
Accreditation: AACSB, Best European Business School, Financial Times 25 Ranking

Target group

Open to all students aged 18 and over.

Course aim

To introduce students to two of France's most iconic and strategically complex industries - luxury and wine, and develop their understanding of how culture, heritage and market dynamics shape brand value and consumer behaviour.
By the end of this block, students will be able to:
- Understand the structure and dynamics of the French wine industry
- Identify the key drivers of value creation in luxury marketing
- Analyse luxury brand strategies through real case studies
- Distinguish between luxury, FMCG and industrial marketing approaches
- Apply luxury marketing principles to contemporary business challenges

Fee info

Included : accomodation, all social programme activities, airport transfers, E-Velo’v bike plan, cultural activities and visits