BUS 3865 Pricing and Communication in Luxury and Fashion  Science & Engineering Program Fall 2019 Semester - French Riviera

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.