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Course Description
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Course Name
Intercultural Luxury Consumer Behavior
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Host University
The American Business School Paris
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Location
Paris, France
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Area of Study
Fashion, Marketing
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Language Level
Taught In English
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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.
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US Credits
3 -
Recommended U.S. Semester Credits3
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Recommended U.S. Quarter Units4
Hours & Credits
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Overview
COURSE DESCRIPTION :
This course will explain how it is necessary to take into account the variation of consumer perceptions of luxury, explain the cultural hierarchies of luxury perceptions, and how to create a sale approach that can be adapted to sell to customers of different nationalities and cultures by identifying the key selling points relevant to customers of different cultures.INSTRUCTIONAL METHODOLOGY :
The course is developed through lectures, discussion and group/individual presentations of case studies and role plays. Students are expected to thoroughly read text materials and participate in class discussion.
This course gives student?s understanding of the different consumer behavior in fashion and luxury business in Brazil, Russia, China and India but also in the USA, the first luxury market in the world, and the MINT?s: Mexico, Indonesia, Nigeria and Turkey. Each of these markets has its own and unique characteristic that is linked to the consumer cultural differences and perception of luxury and fashion brands.EVALUATION :
The final grade will be made up of class participation, articles and case studies handed in, a mid-term test and the final examination.
Course Disclaimer
Courses and course hours of instruction are subject to change.