France, Paris

Luxe à la Française: French Luxury Certificate

when 4 July 2016 - 29 July 2016
language English
duration 4 weeks
credits 9 ECTS
fee EUR 1850

This certificate consists of three courses and one weekly cultural visit/activity:

COURSE 1
Fashion and Luxury Goods Marketing:
This course looks at the Fashion & Luxury Goods market with a particular emphasis on iconic French brands such as Chanel, Dior and Yves Saint Laurent.
Beginning with key concepts and a look at the historical background of the industry, students will study different sectors including Grand Couturier, Jewellery and Perfume. The course will use case studies to understand the marketing strategies used to target the unique customer profile found within the luxury goods industry.
Areas of study will include brand management, product portfolio and pricing, marketing and communications and advertising analyses.

COURSE 2
French Wine Business:
- Introduction to the production of French wines
- The art of tasting wine
- Understanding a French wine label
- Wine production in the France and the world
- The keys to understanding the classification of French wines
- Sustainable production - the future of the wine industry
- Sparkling wines around the world
- Wine marketing

COURSE 3
French Luxury:
* Course content to be confirmed *

CULTURAL VISITS/ACTIVITIES
Visits of famous Parisian monuments and quartiers (one per week / 4 in total).
Activities will be organized with the aim of highlighting different aspects of French culture and traditions while enjoying the time in Paris.

Course aim

Fashion and Luxury Goods Marketing:
- To get an overall view of the Fashion and Luxury Goods Market putting emphasis on iconic French bands (ie: Chanel, Dior, YSL, etc.)
- To understand the key concepts and historical backgrounds of the industry
- To understand marketing strategies used to target the unique customer profile
- Introduction to Luxury Marketing: Framework and key concepts.
- The history and codes of luxury
- Understanding the consumer luxury market
- Brand strategies, product portfolio and product line extensions in the luxury market
- Integrated advertising and marketing communications for premium brand in the perfume market

French Wine Business:
- To get a deep introduction to the French wine industry and an overview of strategic issues surrounding French wine today.
- To learn about the regional factors influencing how wine is made
- Through case studies, learn about the economics and marketing of wine
- To learn how France’s wine industry has evolved and how it is reacting to the emergence of global competitors in an expanding marketplace

French Luxury:
* Course objectives to be confirmed *

Credits info

9 ECTS
Fashion and Luxury Goods Marketing
- undergraduate level
- 24 contact hours
- 3ECTS credits

French Wine Business
- undergraduate level
- 24 contact hours
- 3ECTS credits

French Luxury
- undergraduate level
- 24 contact hours
- 3ECTS credits

Fee info

EUR 1850: Tuition fee includes:
- Orientation/Welcome Event
- Weekly cultural visits/activities
- Computer accounts at the school (WIFI access)
- Access to the school’s MediaCenter
- Official transcript of grades
- Program Certificate
- Certificate Ceremony