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BUS 3870 Luxury Storytelling, Culture & Trend Forecasting
SKEMA Business School - Direct Enroll Program
French Riviera, France
Dates: 1/2/27 - 4/11/27
BUS 3870 Luxury Storytelling, Culture & Trend Forecasting
OVERVIEW
CEA CAPA Partner Institution: SKEMA Business School
Location: French Riviera: Antibes, France
Primary Subject Area: Business
Instruction in: English
Course Code: BUS 3870
Transcript Source: Partner Institution
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: Marketing Principles
DESCRIPTION
This course examines how luxury brands create meaning, desirability, and emotional value through storytelling, cultural references, and trend anticipation. Students will explore how luxury maisons build strong narratives rooted in heritage, craftsmanship, identity, and innovation, while adapting to contemporary cultural shifts. The course also introduces the principles of trend forecasting and cultural analysis to help students understand how luxury brands identify emerging consumer values, aesthetics, and lifestyles. Through case studies, cultural observation, and group work, students will develop the ability to decode luxury narratives and anticipate future directions in the luxury industry.