INTRODUCTION TO PRESTIGE AND LUXURY

Understanding the history and development of luxury worldwide. Analyzing the social, artistic and creative dimensions of luxury. Decoding the semiotics of luxury and prestige. Examining the role of heritage, innovation and exclusivity in luxury brand management, and the response to challenges of premiumization.

LEADING BRAND AND COMPANY STRATEGIES

Developing an international strategic plan. Brand portfolio planning in international groups. Growth strategies in mature and emerging markets. Managing international distribution partnerships. The role of the independent family-owned business.

CONSUMER BEHAVIOR : AN IN-DEPTH APPROACH

Mapping the changing of global luxury consumers in order to better define marketing targets.Targeting the luxury consumer in mature and emerging markets. Understanding social, cultural and behavioral characteristics of consumers. Examining luxury retail concepts and the development of new distribution channels.

INTERNATIONAL MARKETING AND BRAND MANAGEMENT

Managing creativity and innovation. Insights into existing and emerging luxury goods markets. International brand positioning and competitive analysis. Market entry strategies, brand development and international pricing strategies.

COMMUNICATION STRATEGIES IN A GLOBAL ENVIRONMENT

Examining communications strategies and consumer targeting. Luxury advertising and public relations programs. Sponsorship and celebrity endorsement strategies. Managing international exclusivity and brand image.

DIGITAL MEDIA & ONLINE LUXURY

How the web is transforming the luxury customer experience, from online shopping to the latest developments in social networking. Review of luxury e-strategies.

LUXURY GASTRONOMY, WINES AND SPIRITS MARKETING

Courses will provide an awareness of the principles of luxury food and wine marketing.

GASTRONOMY AND NEW TRENDS

Students will analyze the current situation of the luxury food and wine business, and adress new trends in the context of France’s historical leadership position in world gastronomy. They will develop marketing plans and strategic proposals, based on classroom discussions and hands-on field visits.

WINE & SPIRITS MARKETING

Students will explore and master value concept and brand management issues in luxury French and international wine and spirits marketing.

OENOTOURISM

This class will explore the challenges faced by French wineries in the really quick expanding and highlycompetitive world of wine tourism.

LUXURY HOSPITALITY

Understanding developments in the luxury hotel industry, from grand palaces to boutique-hotels, and major international chains. A survey of historical and up-to the minute trends.

LUXURY TRAVEL AND TOURISM

An insight into the business of private jets, personalized itineraries and signature destinations. How innovation is transforming bespoke tourism. Success strategies, trends and developments.

ART AND AUCTIONS

How international art companies and auction houses are taking an increasingly prominent role in the business of luxury. A review of how this sophisticated business works, and of the global opportunities in this field.

LUXURY RETAIL

Insights into sophisticated developments in the consumer retail experience. A review of retail strategies from bricks and mortar to today’s multi-channel purchasing activity. To identify luxury wholesale and franchising distribution in various and being able to develop and manage it while keeping the luxury brand image and reputation all over the world.