KCOE 4050 - Luxury Brand Management: Crafting Exceptional Consumer Experiences

IIn 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.

Course taught in English, at level 4 in English is required to register for this course.

12 x 2h00

50% as individual grading:

20% attendance and in-class participation

30% individual 10-minute presentation related to the session's topic.

50% as case-study grading: Presentation of a 10-minute individual presentation related to the session’s topic to be shared the week prior. And final business case in group of multiple students (3 to 5 max).

Students are permitted to use generative AI tools to support their learning and coursework preparation, in accordance with Sciences Po’s institutional guidelines on the responsible use of AI. AI may be used for tasks such as research support, brainstorming, structuring ideas, drafting outlines, or improving the clarity of written work. However, students remain fully responsible for the accuracy, originality, and quality of all submitted work.

To ensure that students develop a genuine understanding of the course content, the assessment process will place particular emphasis on their ability to discuss, analyze, and defend their individual topics and business cases. Evaluation will therefore rely heavily on students’ responses to questions during presentations, discussions, and/or oral examinations, allowing them to demonstrate their personal learning, critical thinking, and mastery of the subject matter beyond any AI-assisted preparation.