Re-thinking Luxury

The course aims to develop a sound understanding of the nature of luxury brand strategies to develop competitive marketing and content strategies from story-building to storytelling and story-doing.
Seminar will cover the development, implementation, and control of marketing communication strategies needed to attain and sustain a luxury organization's competitive advantage. Theories and techniques that assist in developing effective luxury brand communication strategies from high luxury to accessible luxury are introduced and contemporary issues in luxury brand practice are discussed.
Students will participate to different workshops, will meet with experts and do company visit (s)

Course leader

Li ZHENG
l.zheng@groupe-edh.com

Target group

Students who are interested in luxury

Course aim

Students will discover appropriate methods and tools for structuring, formulating, adapting and implementing luxury strategies from west to east and vice versa

Credits info

6 EC
- 6 ECTS for 3 US Credits or 2 weeks program
- 12 ECTS for 6 US Credits or 4 weeks program

Fee info

EUR 1400: - 1400 euros (2 weeks program / 6 ECTS)
- Optional Housing (single room) : 800 euros for 2 weeks
EUR 2200: - 2200 euros (4 weeks program / 12 ECTS)
- Optional Housing (single room) : 1600 euros for 4 weeks

Scholarships

/