Luxury Business Strategies & Communication

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 communicate using various tools (celebrities, product placement, events, digital marketing) in order to share their values and educate their clients on their brands’ codes.