| Decoding and understanding luxury consumers strategy | Mastering the fundamentals of luxury brand and digital marketing strategies | Leading brand transformation: Focus on Clienteling 2.0 |
| • Who is the luxury consumer and how does s/he behave • Millennials and upcoming Generation Z – what should we know? • Key luxury markets and how do they differ • Future trends in the luxury industry |
• Pillars of luxury brand management -Creating a brand DNA and Brand codes • Power of storytelling – online and offline • The importance of customer experience: from digital to physical • Understanding the consumer on-line [and off-line] journey • Differences between Asian and Western consumers when it comes to content and device consumption • From e-commerce to mobile and social commerce • Understanding digital marketing strategies for all stages of the customer journey • Retention (loyalty program & crm): managing qualitative and quantitative data |
• Leading brand transformation: Focus on personalization & relevance • Leading brand transformation: Focus on Sustainability • Leading brand transformation: Focus on Supply chain • How to integrate the global ecosystem of a luxury brand (suppliers, craftsmen…) into a circular strategy? |
> Opening of a new course.
Acquiring knowledge through watching videos, reading articles, practice exercises, listening to podcasts, etc.
Virtual coffee time with a classmate or a pedagogical team member.
Submitting a group or individual assignment.
Webinar with the professor for discussion (often held at the end of the week).
Optional missions and a recognition system to encourage collaborative work.
Teaching methods
Self-assessment
Evaluation & feedback
Video projects
Activity files & materials
Alexis de La Tour du Pin has been teaching Digital Marketing Strategy at Essec Business School since 2013
LVMH Chair Professor – Luxury Brand Management ESSEC Business School, Singapore
Passionate about the circular economy, Pierre-Emmanuel Saint-Esprit co-founded ZACK at the age of 22 while studying at ESSEC and the University of California
17
decembre
2024
Webinar | Technology and the Human Mind : Asking the Right Questions
discover how the Executive Master in Digital Transformation (EMDT) program can empower you to lead in a world transformed by artificial intelligence.
12:00 - 12:45 | Online
- Application deadlines: One month before the start date
- Recognition: Official Certificate 8 ECTS credits
- All courses eligible for CPF : Flexible financing option
If you wish to register, please follow these steps:
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Visit the course webpage that interests you.
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Click on the ‘Apply’ button.
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After submitting your application, one of our advisors will contact you by telephone to assist you in completing the registration process.
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Once you receive a confirmation message and return the required forms, you may consider scheduling an appointment for an interview with your advisor
For a certificate course, your application and project will be evaluated during this interview. During the interview, the advisor will also give you details about the course’s content and how it is run and will start the registration process if the decision is made to move forward.
For international students : no Visa is required to apply because the certificates are online only.
Registration usually closes two weeks before the course begins.
We require B2 level (785 TOEIC points). If you have not taken a test, you must be able to provide proof that you have a good command of business English. It is important that you are able to both understand written and video lessons and take part in working groups and master classes.
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