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BUS 3868 Digital Marketing for Luxury Brands
SKEMA Business School - Direct Enroll Program
French Riviera, France
Dates: 1/2/27 - 4/11/27
BUS 3868 Digital Marketing for Luxury Brands
OVERVIEW
CEA CAPA Partner Institution: SKEMA Business School
Location: French Riviera: Antibes, France
Primary Subject Area: Marketing
Instruction in: English
Course Code: BUS 3868
Transcript Source: Partner Institution
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: Marketing Principles
DESCRIPTION
This course explores how luxury brands design and implement digital marketing strategies while preserving exclusivity, desirability, and brand equity. Students will examine the specific challenges of applying digital tools and platforms to the luxury sector, where heritage, storytelling, customer experience, and selective distribution are central. The course covers key dimensions of digital marketing in luxury, including social media, content strategy, influencer partnerships, CRM, e-commerce, and data-driven personalization. Through case studies, strategic analysis, and a group project, students will learn how luxury brands create strong digital presence and meaningful customer engagement across online channels.