Paris, France

Luxury Marketing Strategy

online course
when 17 May 2021 - 26 June 2021
language English
duration 6 weeks
credits 6 EC
fee EUR 1260

Discover and learn about luxury marketing strategy and brand management with a focus on French luxury brands.

You will acquire a better understanding of what it means to create, build and manage luxury brands. You will develop analytical skills and demonstrate creativity, and strategic thinking. You will emerge with practical experience in the process of proposing innovative solutions. By the end of the course, you will have made your first moves to becoming a luxury brand manager.

Week 1: Introduction to luxury
You will learn about the concept of luxury, dynamics of the luxury industry, key trends in the luxury market and luxury consumption. You will also be introduced to the specific nature of luxury brands.
You will start working on a luxury fashion brand team project.

Week 2: Luxury brand development
You will learn about how luxury brands are created, built and managed.
You will continue working on a luxury fashion brand team project.

Week 3: Luxury marketing strategy
You will learn about how to develop the luxury marketing mix, with a focus on the specific nature of luxury products, communications and retail strategy.
You will complete and present your luxury fashion brand team project.

Week 4: Fragrance marketing strategy
You will learn how fragrance marketing is different to luxury fashion marketing.
You will work on a fragrance brand innovation team project.

Week 5: Create a new luxury brand
As a team you will study market opportunities and lay the foundations for the creation of a new luxury brand, by defining a consumer target and developing an innovative proposition with strong potential in the market.

Week 6: Build and launch a new luxury brand
As a team you will bring the brand to life by developing an innovative marketing mix and launch plan.

To sum up you will be working on 3 team projects during this course:
- Luxury fashion brand project
- Fragrance brand innovation project
- New luxury brand innovation project

Course leader

Catherine Bruneteaux-Swann is a Brand & Marketing Strategy Consultant. She worked for major international groups in various marketing and brand management positions from consumer goods to premium and luxury brands.

Target group

This course is created for students who wish to understand the marketing strategy of luxury brands and want to master tools and strategies in the dynamic and unique luxury sector.

This course aims at providing students with current know-how and practical insights into the real issues faced by luxury brand managers.

Course aim

Learning objectives
- Understand the specific nature of luxury brands
- Apply current theories and concepts of luxury marketing strategy and brand management
- Demonstrate the ability to analyse marketing situations, identify key issues, and to recommend solutions
- Develop problem-solving capabilities with real life examples, case studies and marketing challenges
- Practice creative and critical thinking to find innovative solutions
- Develop communication skills relevant for working in marketing

Credits info

6 EC
6 ECTS or 3 American credits or 12 CATS.
You can combine this course with our "Innovation & Creativity" summer online course and try to obtain 12 ECTS credits, 6 American credits or 24 CATS.

Fee info

EUR 1260: 15% Early bird discount for early applicants, Code: EOC2021