Paris, France

Luxury Management and Entrepreuneurship

when 18 January 2021 - 22 January 2021
language English
duration 1 week
credits 4 EC
fee EUR 500

This course is designed for any student with an interest in the luxury sector and / or wishing to work in it. It focusses on the definition(s) of luxury and the specific characteristic of the sector. It concentrates on the general trends, on how it is distinct from the global economy and how to create a luxury marketing strategy. Special emphasis is given to some important segments, such as tabletop, leather goods, watches, and perfumery. Moreover, the course will explore the new challenges the luxury sector has to face, for instance with the digital economy. Finally, the course covers entrepreneurship in the luxury industry through the sharing of my various personal experiences as the basis for wider class discussions.

Course leader

Please contact Claire DELHOMME, winter term manager: winter@audencia.com

Target group

Upper undergraduate students and graduate students

Course aim

The teaching objectives of this program are:
• How to position a brand as a luxury brand
• How to define luxury business and luxury strategy
• How to build a luxury marketing strategy
• How to deal with the digital aspects of a luxury brand
• How to create and launch a luxury brand

Fee info

EUR 500: 500 euros tuition fee for free movers + 50 euros administrative fee
EUR 0: no tuition fees for students from partner universities

Scholarships

n/a