K7LA 2020 - Luxury International Marketing

12 sessions aiming to cover the international marketing skills required in a luxury environment. In our increasingly globalised world, where tastes and consumer behaviour seem to converge, luxury, above all sectors, is the most internationalised. We will analyse the reasons why, the specific challenges and the limits: are the classic advantages of internationalisation the same for luxury in terms of growth or economies of scale in particular? With imcreased obstacles to internationalization – namely the persistence of cultural specificities added to the emergence of a demand for sustainable development favouring local products, luxury companies need a rigorous method in the way of approaching foreign markets, and of managing their marketing. They also have to ask themselves when to standardise and when to adapt. Students will learn the main concepts and tools that will help them navigate in this context.

Joanna CHEKROUN,Julie EL GHOUZZI

Séminaire

English

2h individual mini-pitch 20h work in group to prepare the business case

Autumn 2022-2023

-In-class participation (10%): we aim for the class to be as interactive as possible. Perhaps you have anecdotes from your own work experiences to tell? Or a point of view to share? We want all opinions to be heard especially as we are extremely lucky to have an international class. -Mini pitch (40%): individual analysis of a key brand, a key market or a topic (audit and reasons for successes and failures) -Business Case (50%: split as per 10% mid-term-review and 40% final presentation) = the international expansion of a Luxury Brand (to be defined) = 15-minute oral pitch in groups of 5 or 6 during our final session + written recommendations

Students will work in groups on a highly operational business case = this is a real brand case study, hands-on, which will be presented in groups during our final session. There will be a mid-term review during session 6. Students will also have an individual task in the format of a 5-minute mini-pitch: this will either be a brand, a market analysis, a viewpoint on a specific topic. The objective is to exercise their critical decoding and set the scene on the topics which will be covered in class that week. There will be 2 to 3 presentations every week.