International Luxury Goods Marketing - Brands and Beauty Marketing de Luxe international - de marques et beauté

DURATION  : 6 hours

PROFESSOR : Michaëla MERK

 Marketing Manager for Marionnaud/ AS Watson (In charge of the Skincare & Makeup Category/ Marionnaud Own Label Product Développement),
 Previous professional experiences : L’Oreal Luxury Goods Division (6 years) :
— Operational Marketing for the brand Helena Rubinstein ( French Market )
— Travel Retail Marketing Europe (=Duty Free Market) for the brand Biotherm
— International Trade Marketing Manager for the brand Biotherm

 Diploma :
— MS Marketing Management ESSEC (1998/99)
— International Business, specialization on Asia (German Businss School)

 Professor in luxury goods marketing/ distribution marketing for ESSEC, Celsa, Beida University China (Peking)

SEMINAR OBJECTIVES

Obtain a good insight into the luxury goods market, its sectors, challenges and marketing strategies in an international context.

CONTENT
  Definition and classification of the luxury goods market
  Analysis of the consumer behaviour
  The challenges in luxury business
  Key success factors and marketing strategies in luxury goods marketing
  The current trends for luxury brands
— Focus : The selective market (= luxury cosmetics market)

COURSE LANGUAGE : English

ANIMATION
 Case Studies + Presentation
 Team Work
 Films

EVALUATION CRITERIA
 Participation (50%)
 Case Study (Quality of presentation + Content)

PREPARATION to the SEMINAR and THE CASE STUDIES
 Visit of selective points of sale (Marionnaud, Sephora, Grand Magasins) and other luxury stores (boutique Louis Vuitton/ Cartier/ Hermès...). Further details to the case study will be given before the seminar.