ECTS : 6
Description du contenu de l'enseignement :
1-Context
Over the last thirty years, there has been dramatic growth within the luxury sector. Countries of high economic growth have seen corresponding booms in domestic luxury sales. This has been fed by the emergence of a new group of very rich people (high net worth individuals (HNWI) from the worlds of business, sport, art, entertainment, culture, internet ...), as well as a group of upper middle-class consumers seeking to emulate them. Today luxury no longer seems to be an exception, or a privilege, but a right for all.
Asia in general, and China in particular, are now recognized as the biggest potential markets for luxury goods. Even when luxury sales drop in China, the fast recovery clearly demonstrates that Asian consumers love luxury items. Luxury brands are now targeting the BRICS countries (Brazil, Russia, India, China, and South Africa) and leveraging travel retail to increase their growth rates. This is a clear indicator of bright prospects for the luxury business. Luxury has aroused the interest of many corporations who see “premiumization” as a profitable strategy and of governments who recognize the exportability of the luxury sector and its role in developing soft power. However, luxury brand management is not at all the same as conventional brand management.
Course Schedule
Compétence à acquérir :
2. Objectives
This class in luxury marketing aims to provide students with the main concepts, skills, know-how and benchmarks they need to enter luxury company and help develop and manage luxury brands and companies both today and in the future, in fast changing world. It is a programm that will enable participants to delve deeply into the culture of luxury in order to grasp the essence of its so specific management. The goal of this nevertheles business-oriented class is to enable participants to think the right and relevant way concerning the marketing of luxury brands worldwide in a rapidly changing luxury environment.
Mode de contrôle des connaissances :
Assignments and grading
Grading Criteria
Case studies 30%
Participation 20%
Final Exam 50%
The numerical grade distribution will dictate the final grade. The passing grade for a course is 10/20.
Class participation: Active class participation – this is what makes classes lively and instructive. Come on time and prepared. Class participation is based on quality of comments, not quantity.
Exam policy: In the exam, students will not be allowed to bring any document (except if allowed by the lecturer). Unexcused absences from exams or failure to submit cases will result in zero grades in the calculation of numerical averages. Exams are collected at the end of examination periods.
Academic integrity
Be aware of the rules in Université Paris Dauphine about plagiarism and cheating during exams. All work turned in for this course must be your own work, or that of your own group. Working as part of a group implies that you are an active participant and fully contributed to the output produced by that group.
Bibliographie, lectures recommandées :
Bibliography
The bibliography will be provided at the beginning of the course.
MyCourse
This course is on MyCourse: No