SUMMER CERTIFICATE PROGRAM SUMMER LUXURY ACADEMY Certificate awarded by: Groupe ESCE International Business School Arrival date: July 1 st, 2015 Welcome event: July 2 nd, 2015 Start date: : July 2 nd, 2015 End date: July 29 th, 2015 Certificate Ceremony: July 30 th, 2015 Total ECTS: 9 Total contact hours: 57 Program requirement: a minimum 18 years of age Program location: ESCE Paris - Campus Eiffel I, 10 Rue Sextius Michel, 75015 Paris Language of instruction: English SCHEDULE Week 1 to 4: From Monday to Friday courses in the morning (57 contact hours) and visits in the afternoon PROGRAM FEE: 1,850 FEE INCLUDES: Orientation/Welcome Event Visits Computer accounts at the school (WIFI access) Access to the school s MediaCenter Official transcript of grades Program Certificate Certificate Ceremony CONTACT summer@pariseiffel.fr PROGRAM COURSE LIST ECTS (credits) Contact hours Level (undergraduate or graduate) LUXURY BRAND MANAGEMENT LUXURY MARKETING STRATEGY LUXURY ART & CULTURE
PROGRAM COURSE LIST DETAILS Course subject for each session Visits Week 1 Luxury Codes Markets and Actors Champagne BACCARAT CHANEL POMMERY/MOET CAVES Luxury identity HERMES Innovation process + Concept Stores Luxury Marketing LOUIS VUITTON Week 2 Oenology LA VINIA CAVES Luxury & Culture LOUVRES MUSEUM Groups Projects works Digital Luxury VERY DIOR Week 3 Fashion design Gastronomy + Molecular Cuisine YSL ATELIERS Luxury & Art LE BON MARCHE Display innovation SEPHORA Luxury new trends JOHN PAUL CONCIERGERIE Week 4 Perfumes and Cosmetics FRAGONARD Brands legal protection PUCES ST OUEN Groups Project final Presentations All visits are subject to modification.
LUXURY PROGRAM OVERVIEW Academic facts By the end of this program, students will be able to: understand how value is created within the luxury sector, the role of creation in the luxury area, be aware of the specific characteristics of the luxury goods industry, understand the luxury marketing specifics. The Luxury Brand Management program is for those who have a curiosity in design, marketing, product management, packaging, merchandising, display, licensing and on line sales. Mastering English language is requested as all classes are taught in English, French language is welcomed as a plus. Program evaluation Final grades are based on class participation, oral presentations and in-class exam. Successful students will be granted a certificate. COURSE 1 Luxury brand management The aim of this course is to present the luxury specific management and the different strategies developped by the brands into a multi dimensions market. The Luxury management achieves a unique profitability driven management that goes beyond a traditional management in order to focus on added value and image to create a unique competitive advantage. Management fundamentals Luxury brand Management by Michel CHEVALIER Inside Asia Love Affair by R CHADHA Overview of the Luxury markets The main luxury actors The management of brand image The luxury distribution The luxury pricing :increase price to increase sales! The multicultural management The financial value of a luxury brand The Licensing and franchising models Managing luxury communication Luxury e-commerce
COURSE 2 Luxury marketing strategy The students will understand through unique case studies the anti marketing laws of luxury and the specific strategies developped by the brands to take a world leadership. Marketing fundamentals The luxury strategy by JN KAPFERER Luxury world by Mark TUNGATE Trading Up by MJ FISK Fashion Marketing by L BLACKWELL Back to luxury fundamentals The anti laws of luxury marketing Building the dream Customers attitude vis-avis luxury Managing luxury brand equity Luxury brand identity Luxury brand positioning The brand stretching The luxury segmentation Luxury marketing applied by others such as Apple, Mini, Nespresso
COURSE 3 Luxury art & culture Enable students to understand the complex relations between Art and Luxury, the necessary artistic and aesthetic dimension of the luxury products from haute couture to watches, from wines to gastronomy French history and main cultural references Luxury now by Uche OKONKWO Branding from Armani to Zara by Mark TUNGATE The codes and values of luxury brands The brand artistic identity Luxury and cultural mediation Luxury and history Luxury and Time The concept of exclusivity / uniqueness Luxury and charity Priotecting brands / counterfeiting Luxury and architecture Luxury and modernity Beyond the products luxury services and privileges Luxury and ethics Luxury brands and social media Luxury and sustainable development