MKTG4904 – Brand Management
This class highlights the importance of branding for consumers and firms. It provides insights into how to create profitable brand strategies by building, measuring and managing brand equity. Multiple industries will be analyzed (consumer, service, luxury) in order to provide a large spectrum of applications for the brand management tools in a way to stimulate the problem solving and the critical thinking skills of the student. The course is designed to be as interactive as possible. In other words, the various theories and tools related to the broad area of brand management will be illustrated through the use of articles or case studies and actual companies which students will be assigned to study and present on. Students will be responsible individually, and/or in groups depending on the assignment, for the thorough preparation of the assigned cases and readings. Cross cultural team work is highly encouraged during the in-class assignments as it is the mastering of preparing professional documents and delivering highly professional individual and group presentations.
The course is divided into six parts. Part I introduces branding concepts. Parts II, III, IV and V present the concepts in details. Part VI summarizes and applies the concepts in different contexts. All along the course the concepts will be illustrated with traditional brands and luxury brands stressing the specificities of luxury brand management.
MKTG3025 – Luxury CRM and Clienteling
The course will walk the students through different challenges that a brand is facing, especially the growing online luxury transition and the reason why it’s crucial to develop a CRM strategy to differentiate from competition, and thus transforming the customer himself and evolving each transaction and interaction in a close relationship.
The course will provide an overview of the different elements of a winning CRM strategy, how best a brand should be using it and analyze in depth the clientele strategy as the future of luxury CRM.
Based on this knowledge, students will understand the key success factors, barriers and best in class approaches to successfully develop and set up clear Customer Relationship Management in Luxury Companies through various practical case studies.
Cross Cultural Management Communication
This course deals with the cross-cultural aspects of management in the workplace. It concentrates on the cultural variables that affect individual and collective behavior. The course will provide students with methods and tools of traditional management practice, as well as management skills necessary in new economic conditions from a cross-cultural point of view. This course helps students understand and improve their own management capabilities, and learn how to manage cross-cultural problems inside an organization in a professional way.
This course focuses on the two critical elements impacting the quality and nature of the luxury purchasing experience: distribution and retailing. The course analyses the distribution strategies a company could develop to compete in international and especially emerging markets.
Students will learn the parameters of establishing a distribution strategy in luxury goods, the possible formats the point of sale may take in luxury goods markets, and how to adapt the luxury retail outlet to conform to customers’ expectations. They will learn to appreciate the physical as well as virtual elements of the luxury shopping experience in communicating the brand message. They will also understand the particular distribution problems confronting the luxury industry, from product idea to store delivery. The course will also examine the growth of the Internet as a distribution channel, and implications on existing organizational systems in incorporating new channels of distribution.
Public Relation and Lobbying
The course prepares students for effective and ethical public communication on behalf of contemporary profit and non-profit organizations. Students will acquire knowledge of a variety of theories of effective public relations, and gain skills in the practical arts of market/audience research and analysis, campaign development, image and text design, media relations, crisis management and communication ethics. Students will learn to develop market surveys, write news releases, produce public service announcements and conduct news conferences.