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BUS 3875 Luxury Brand Management
Business, Communications & Liberal Arts Program
French Riviera, France
Dates: 1/3/22 - 4/17/22
BUS 3875 Luxury Brand Management
OVERVIEW
CEA CAPA Partner Institution: SKEMA Business School
Location: French Riviera: Antibes, France
Primary Subject Area: Business
Other Subject Area: Management
Instruction in: English
Course Code: BUS 3875
Transcript Source: Partner Institution
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: Junior year
DESCRIPTION
The luxury sector is not just a trade restricted to very expensive goods and services, but a different way of understanding the consumer and managing a business. Rather than driving sales at any price, marketing luxury goods requires specific principles to enhance and preserve the image of finest quality, exclusiveness, and hedonic value. This course will focus on the basic building blocks of growing and managing a luxury brand, as well as advanced strategy of brand management that will provide a well-rounded look at issues in integrating the brand into overall marketing and company activities.