Course Details
Country:
United States
Institution:
External - University of Florida
Course Title:
Marketing of the Luxury Sector
Course Number:
0IBUSY04
Course Description:
The goal of this class is to familiarize the students with luxury codes (specificities) and communication, and to emphasize that luxury marketing is different from the “classic” marketing used for the mass market. After a brief review of fundamental marketing concepts, such as brand, identity and image, we will study the specificities of luxury (the do's and don'ts, the different perceptions, the influence of cultures, the different types of clients) and we will analyze how brands should communicate using various tools (celebrities, products placement, events, digital) in order to share their values and educate their clients on their brands codes.
Language:
English
Approved Equivalent:
INTS 399
Attachment Files:
Détail de l_UE _ Dauphine-PSL Paris.pdf
