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BUS 3865 Pricing and Communication in Luxury and Fashion  Business, Communications & Liberal Arts Program Fall 2022 Semester - French Riviera

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BUS 3865 Pricing and Communication in Luxury and Fashion 

BUS 3865 Pricing and Communication in Luxury and Fashion  Course Overview


CEA CAPA Partner Institution: SKEMA Business School
Location: French Riviera: Antibes, France
Primary Subject Area: Business
Instruction in: English
Course Code: BUS 3865
Transcript Source: Partner Institution
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: Junior/Senior


Value and pricing are just the tip of the iceberg when it comes to marketing upscale products and services. In fact, traditional marketing principles do not apply equally to luxury brands. Rather than driving sales at any price, marketing luxury goods requires specific principles to enhance and preserve the image of finest quality, exclusiveness, and hedonic value. Therefore determining the price of a product or service in Luxury is one of the most important marketing decisions. It is also one of the most complex and least understood aspects of luxury marketing. This course is designed to sharpen your knowledge in marketing by contrasting traditional versus luxury specific marketing principles and focuses on how to make effective pricing decisions. It will provide students with the rights tools and concepts that will enable them to understand why is pricing and communication so strategic and what it takes to create, position, grow and extend a brand and how those brands should communicate using various tools (celebrities, products placement, events, digital) in order to share their values and educate their clients on their brands codes.

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