EM023M06B1

Programme
PGE
Visitants
UE
Luxury Brands Management
Semestre
B
Discipline
Marketing
Volume horaire
27 H
Nombre de places
35
Ouvert aux visitants
Oui
Langue
EN
Responsable
Claude CHAILAN

Liste des intervenants

Intervenant(s) Email Volume horaire CM
Claude CHAILAN chailan@unistra.fr 27 h

Contribution pédagogique du cours au programme

LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.
Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment.
LEARNING GOAL 2 : Students will develop advanced-level managerial skills.
Students will work collaboratively in a team.
Students will participate in a decision-making process in a critical way.
Students will communicate ideas effectively, both orally and in writing, in a business context.
LEARNING GOAL 4: Students will study and work effectively in a multicultural and international environment.
Students will analyze business organizations and problems in a multicultural and international environment

Descriptif

This course explores the specificities of marketing in the luxury sector. Since brands are intangible assets, creating and nurturing a strong brand is a challenge, particularly in luxury goods and on inter-national markets, where brand identity and image can have a dramatic impact on purchasing deci-sions. The course will essentially deal with three main questions. It first provides an overview of luxury brand management, starting from history, brand functions and brand equity issues. It then delivers a set of tools used by brand managers for effective luxury brand management. Finally the course focuses on the challenges faced by the luxury industry from a socie-tal perspective and discusses luxury marketing ethical issues. The course combines the most recent brand management knowledge with practical application, and develops a framework for understanding the essential ingredients of effective marketing of luxury brands.

Organisation pédagogique

Face-to-face

- Lectures

In group


- Oral presentations
- Case studies/texts

Interaction

- Discussions/debates

Others

Aucun élément de cette liste n'a été coché.

Objectifs pédagogiques

Cognitive domain

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
  • - (niv. 3) Demonstrate an understanding of the dynamics and international dimension of the luxury goods and services sector
  • - (niv. 3) Demonstrate their ability in the management of the complex interrelationships between all business functions within the luxury goods or services enterprise
  • - (niv. 4) Analyze the vital role brands play in the luxury environment and use a methodology for analyzing brand identity, image, and value for customers
  • - (niv. 4) Appraise , discuss and critically evaluate functional business theories, principles, and practices as they relate to the luxury sector

Affective domain

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
Aucun affective domain n'a pour le moment été associé à ce cours.

Objectifs de développement durable abordés

Aucun objectif de développement durable n'a été coché.

Plan / Sommaire

Session 1 - What makes strong brands? 1 / The origins of branding 2/ The triple brand contract Session 2 - The brand audit 1 / What is in a brand? Image and identity 2 / Marketing research and brand assessment and conjoint analysis 3 / Brand equity Session 3 -How to define luxury? 1 / A socio-historical perspective of the world of luxury goods 2 / What luxury is and what it is not 3/ Key figures about the market Session 4 - The DNA of luxury brands 1 / A general principle: Incomparability 2 / What makes a luxury brand specific 3 / The paradoxical mix Session 5 - Luxury does not come in one size 1 / Luxury customer behavior: conspicuous consumption and the self 2 / A luxury brands and customers typology 3/ The value of luxury brands Session 6 - The business model of luxury products and services 1 / The business model concept 2 / Business modeling in the luxury industry 3/ Key players in the category Session 7 - Brand territory and extensions 1 / The brand territory matrix 2 / Stretching the brand in the luxury business 3 / Brand portfolios 4/ Time boundaries: Is the PLC relevant for luxury brands? Session 8 - How to create a luxury brand Session 9 - Luxury challenges to come 1/ Masstige and Premium champions 2/ COO, ethics and counterfeiting Session 10 - Présentations teamwork

Prérequis nécessaires

Connaissances en / Notions clés à maîtriser


There is no need for any specific pre-requisite courses, although previous attendance to one or more classical marketing courses (such as Consumer Behaviour, Marketing Research, Fundamentals of Marketing) might be helpful

Supports pédagogiques

Mandatory tools for the course

Aucun élément de cette liste n'a été coché.

Documents in all formats


- Case studies/texts

Moodle platform

Aucun élément de cette liste n'a été coché.

Software

Aucun élément de cette liste n'a été coché.

Additional electronic platforms

Aucun élément de cette liste n'a été coché.

Bibliographie recommandée

Ouvrages principaux

Reference textbook: Kapferer, J.-N., Bastien, V. (2012), The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, 2nd edition, Kogan Page Other books, by order of relevance with respect to the course ‐ Som, A., Blanckaert, C. (2015), The Road To Luxury: The Evolution, Markets and Strategies of Luxury Brand Management ‐ S. Reinecke, B. Berghaus and G. Müller-Stewens (2014),The Management of Luxury, Kogan Page, London ‐ Wiedmann and Hennigs (2013), Luxury Marketing: A Challenge for Theory and Practice, Spring-er Science and Business Media Editions

Littérature complémentaire

- Haire M. (1950), “Projective Techniques in Marketing Research”, Journal of Marketing, vol. 14, April, 649-656 - Breneiser, J.E., Allen,S.N. (2010) “Taste Preference for Brand Name versus Store Brand Sodas”, North American Journal of Psychology, vol. 13, n°2, 281-290 - Berthon P., Pitt L., Parent M., Berthon J.-P. (2009), “Aesthetics and Ephemerality: Observing and Preserving the Luxury Brand”, California Management Review, vol. 52, n°1, 45-66 - Wetlaufer, Suzy (2001), “The perfect paradox of star brands: An interview with Arnault of LVMH”, Harvard Business Review, 79 (9), 116-123 -My week as a Room-Service Waiter at the Ritz, by Paul Hemp; HBR reprint R0206B -Jiang, L., Cova, V., (2012), “Love for Luxury, Preference for Counterfeits - A Qualitative Study in Counterfeit Luxury Consumption in China”, International Journal of Marketing Studies, vol. 4, issue 6, pp. 1-9 -Effects of counterfeits on the image of luxury brands, Hieke, Journal Brand Management, 2010

Travaux de recherche de l'EM : Veillez à mobiliser au moins une ressource

Peuvent être renseignés les manuels coordonnés, les traductions de manuel, les études de cas traduites etc…
Case study: S.T. Dupont, Back to Brand? ECCH 512-051-1 Case Study : Club Med: is the Phoenix rising from the Ashes? , ECCH 511-060-1 Case study: Havana Club: Cuban Ron Guerilla : Forthcoming

Modalités d'évaluation

Liste des modalités d'évaluation

Evaluation intermédiaire / contrôle continu 1Autre (date, contrôle surprise...) :
Ecrite et orale / en groupe / Anglais / pondération : 15 %
Précisions : Workshops
Cette évaluation sert à mesurer LO1.1, LO2.2, LO2.3, LO4.2
Evaluation intermédiaire / contrôle continu 2Autre (date, contrôle surprise...) :
Orale / individuelle / Anglais / pondération : 30 %
Précisions : Case studies analysis, participation, randomized Ceras
Cette évaluation sert à mesurer LO1.1, LO2.1, LO2.2, LO2.3, LO4.2
Evaluation finaleAutre (date, contrôle surprise...) :
Ecrite (45 min) / individuelle / Anglais / pondération : 25 %
Cette évaluation sert à mesurer LO1.1, LO2.3, LO4.2
Evaluation finaleDernière séance
Ecrite et orale / en groupe / Anglais / pondération : 30 %
Précisions : Capstone Luxury Brand Analysis
Cette évaluation sert à mesurer LO1.1, LO2.1, LO2.2, LO2.3, LO4.2
Aucune modalité d'évaluation n'a pour le moment été attribuée à ce cours.