K7LA 2835 - Luxury Houses and Social Media mastering Web 2.0, embracing Web 3.0 & AI

Over the past decade, digital media have profoundly reshaped how Luxury Brands engage with their stakeholders. Internal organization, media ecosystems, influence strategies, customer relationships, creative collaborations, and corporate communication are all evolving rapidly in response to ongoing digital transformation. This course explores the major shifts impacting the luxury industry in the digital age, combining conceptual insights with real-world case studies. Particular attention is given to the growing influence of Artificial Intelligence, which is increasingly shaping content creation, personalization, consumer insights, and strategic decision-making, adding new dimensions to how luxury brands craft and execute their digital strategies. Through a mix of theoretical perspectives, recent examples, and a final student-led case study, participants will develop a clear understanding of the key challenges and opportunities in this fast-changing environment. All these learnings will be beneficial for young professionals starting their career as marketing/digital experts for a luxury brand, social or creative consultant for agencies, industry managers for digital platforms.

Patrick CALMELS

Cours magistral seul

English

4H per week: readings + preparation of the Individual Exposé

No Pre-Requisite

Autumn 2025-2026

Participation (30%) / Individual exposé (30%) / Individual Case Study (in-class examen) (40%)

1h: Theoretical Approach 30min: Discussions 30min: Case Study by Students