Luxury Cross Channel Marketing

The American Business School Paris

Course Description

  • Course Name

    Luxury Cross Channel Marketing

  • Host University

    The American Business School Paris

  • Location

    Paris, France

  • Area of Study

    Fashion, Fashion Merchandising, Marketing, Merchandising

  • Language Level

    Taught In English

  • Prerequisites

    FASH 120

  • Course Level Recommendations

    Lower

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • US Credits

    3
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    COURSE DESCRIPTION :
     
    This course presents the differences between multi-channel, cross-channel and poly-channel marketing strategies in the fashion and luxury sectors and how companies integrate these strategies into their e-retailing models and traditional retailing approaches to drive sales and increase profitability. An emphasis is placed on the brand?s e-identity in the cyber world.
     
     
    INSTRUCTIONAL METHODOLOGY :
     
    The course is developed through lectures, discussion and group/individual presentations of case studies. Students are expected to thoroughly read text materials and participate in class discussion. Topics will include :
    - The holistic approach to a brand
    - Creating sensory brand worlds
    - Sensory marketing from beauty, food and drinks to products and services
    - Store layout and location
    - Inventory
    - Sales
    - Controls
    - Buying and selling
    - The socioeconomic characteristics of luxury and fashion retailing.
     
     
    EVALUATION :
     
     
    The final grade will be made up of class participation, articles and case studies handed in, role-plays a mid-term test and the final examination.
     

Course Disclaimer

Courses and course hours of instruction are subject to change.