This course will provide students with comprehensive and behavioural marketing concepts. Building on what they have learned about consumer buying-decisions they are now offered the chance to take a new perspective and uncover luxury market fundamental requirements. Interpreting complex and ambivalent consumer attitudes by grasping psychology and economic theories, differentiating luxury through three dimensions: functional (i.e. excellent quality), experiential (i.e. sensational pleasure), and interactional (i.e. recognisable style). Social studies, economical disruption analysis and behavioural insights are tackled in term of processes, scrutinized to understand the ability of businesses to offer and sustain luxury goods and services value in a high competitive environment.

Temps présentiel : 17.5 heures

Charge de travail étudiant : 57.5 heures

Méthode(s) d'évaluation : Examen final, Participation et assiduité, Travail personnel

Référence :
JN Kapferer on Luxury, how luxury can brands can grow yet remain. Kogan, KOGAN Brexendorf, Advances in Luxury Brand Management, 2017 Corbellini, E., Saviolo, Managing fashion and luxury companie, Ed. Etas, 2009 Kapeferer, Luxe, nouveaux challenges, nouveaux challengers