In today's dynamic landscape, luxury brands need a powerful sense of purpose that resonates deeply with diverse consumers across the globe.
This course will equip students with the strategic tools and insights to define a brand's identity, cultivate its culture, and translate them into compelling content across every touchpoint of the consumer journey.
Through real-world case studies, best practices, and insights from industry leaders, the course will provide a comprehensive understanding of international luxury brand management.
The final goal: ignite desirability and secure a lasting place in the hearts and minds of today's luxury consumer.
Key Highlights of the course:
Mastering the 360° Brand Activation Toolbox: Explore the full spectrum of modern brand-building disciplines, from traditional and online media to PR, influencer marketing, e-commerce, CRM, and cutting-edge retail experiences.
Harnessing Innovation: Discover how emerging technologies like Web3 and generative AI are reshaping the future of luxury and unlock new avenues for brand engagement.
Integrating Social Responsibility as Brand DNA: Go beyond superficial gestures and learn how to seamlessly weave social responsibility into every facet of the brand experience, fostering authentic connections with today's conscious consumer.
By the end of this course, you will be able to:
- Develop a compelling brand purpose and translate it into engaging content.
- Leverage the full potential of online and offline channels for maximum impact.
- Navigate the evolving landscape of luxury, incorporating emerging technologies.
- Build a brand that resonates with consumers' values through integrated social responsibility.
Alim NAIT BAHLOUL,Riccardo CERSOSIMO
Séminaire
English
Preparation of a 10-minute individual presentation related to the session's topic and preparation of the final business case in groups of multiple students (3 to 5 max).
Course taught in English Language : At least a level 4 in English Language is required to register for this course.
Autumn 2025-2026
50% is an individual grading:
- 20% attendance and in-class participation
- 30% individual 10-minute presentation related to the session's topic.
50% is a dual case-study grading:
- Presentation of a case
12 x 2h00
Building a StoryBrand: Clarify Your Message So Customers Will Listen (Donald Miller)