SHORT programs w i n t e r s e s s i o n :

L U X U R Y B R A N D M A N A G E M E N T

PSB Paris School of Business has designed unique short programs to invite students from all over the world to mix studies and tourism in the city of lights ! Programs are specialized in two different topics, each of them being taught by leading professionals in their fields. Students also get to visit concept stores and iconic Parisian monuments. Make the most out of a fun vacation by earning credits tow ards your degree!

© Teo Grubac – University of Zagreb

Classes start: January 9th 2017

Classes end: January 20th 2017

Total ECTS: 7.5

Total contact hours: 48

Language of instruction: English

Application deadline: November 30th 2016

Who can apply? Open to all (exchange students and fee paying)

Program requirement: minimum of 2 years of undergraduate studies

Program fee: 2 500 € (10% discount applies for students from partner universities)

HOW TO APPLY?

Program location PSB Paris School of Business 59 rue Nationale 75013 Paris FRANCE

PROGRAM DETAILS

Fee does not include travel expenses and accommodation costs. Upon request, PSB Paris School of Business can give you a list of housing partners.

NOTE

Welcome to Paris, the world’s capital of luxury and fashion! Immerse yourself in the industries thanks to our 2 week study vacation which combines brand management studies with fun in the City of Light!

• Welcome breakfast

• Cruise on the Seine

• Companies visits

• Official transcripts

• Program certificate

• Goodbye event

• And more…..

FEE INCLUDES

Stephanie and Hannah from Australia Stephanie: I had the most amazing time living and attending university in Paris for two weeks! I experienced and learnt heaps of new things and went on incredible excursions. The people were amazing and I've made so many new friends! Hannah: The Short term program at PSB was such an amazing experience. It allowed me to explore Paris, whilst learning practical skills, and making new friends! I loved every moment.

KC from USA Studying at the Paris School of Business was absolutely amazing and I would do it again in a heartbeat. What I loved was that all the professors had real world experience on top of their degrees, so they were able to help us take the concepts we learned in class and apply that to the real world. They also challenged us to not be the smartest person to ever live but to just strive to think differently than the person next to us. I loved my time there and am sad it's over.

Program subject to change and requires a minimum number of enrollments to open.

The Luxury Brand Management program comprises an in-depth, up-to-date study of the luxury world. By the end of this program, students will be able to : • Be aware of the specific characteristics of the luxury goods industry and the specific marketing it requires. • Understand how value is created within the luxury sector and the role of creation in the luxury business. • Understand the major challenges faced by the luxury & prestige industries.

COURSE OUTLINE

• Luxury Brand Concepts This course unveils the fascinating world of luxury, with its unique internal dynamics and mechanisms. First, we take a historical retrospective and sociological reflection on the meaning of luxury. Students are invited to the intellectual debates between luxury and time, money, art, and fashion. Second, we introduce specific business models (such as pyramid and galaxy models, and the perfume model), anti-laws of marketing in luxury, and brand identity and extension. This helps students to understand luxury as strategy – a different way of running the business and managing relationships with consumers. This course will allow students: • To have a sociological understanding of Luxury • To reflect upon the relations between luxury and time, money, art, and fashion • To seize the unique strategies and business models in luxury

• Geo-Economics of the Luxury Industry The geo-economy course in the luxury industry aims to help students to be more familiar with specific factors that influence this industry all over the world. The dynamics of this industry have largely been influenced by economic, geographical, cultural and religious factors, as well as access to resources technology transfer and transfer of know-how, etc. Students will be able to analyze the origins and the challenges of these dynamics in order to identify and anticipate future trends in the luxury industry, which can derive from globalization, diversity of stakeholders, and increased trading activities. At the end of this course, students will be able to: - Carry out in-depth analysis by integrating the origins, issues and recommendations in the luxury industry - Carry out up to date and relevant research based on reliable sources of information and diverse databases

Program subject to change and requires a minimum number of enrollments to open.

Intercultural Issues In Luxury The class is designed to bring the students the tools to deal in intercultural context,

especially in Luxury sectors.

The course is divided into 3 main parts in order to get a better grasp and understanding

regarding the different dimensions of intercultural management. The class will focus on

developing interpersonal communication, more specifically identifying intercultural

matters through listening skills and appropriate management models

Intercultural management models :

- Intercultural management models : application to the luxury setting

- Firms strategy in the context of a globalized luxury industry

- Consumer behaviour in the world of luxury

• Luxury Marketing : Effective Brand Management Strategies

This course introduces students to the opportunities and challenges of marketing luxury

goods. It will explain the best practices in reaching the most desirable customers :

Understanding and reaching the Luxury consumer

customer relationship management

communications strategies ( advertising, public relations, events, and new media

marketing )

Global opportunities for the promotion and distribution

• Luxury Industry And Digital Business This course focuses on digital business strategies. It explores the main strategies known in e-commerce. It explains how electronic commerce should be set up and managed to allow the company to achieve its strategic objectives. It discusses the opportunities of e-commerce business, its issues, its risks and limitations. The integration of e-commerce business strategy of the company is the unifying theme. e-reputation and luxury are also analyzed.

Program subject to change and requires a minimum number of enrollments to open.

Brand Innovation & New Product Strategy The ability to develop successful new products is vital to a firm’s long-term competitiveness.

New lead to significant competitive advantage. However, innovation is at risk and most new

products fail in the marketplace.

This course is designed to familiarize students with the principles and practices in the

development, design, marketing and introduction of new products and services. This course

focuses on innovation and the rupture strategies that can be employed specifically in the

luxury business. Based on an analysis of a brand or a corporation’s environment, students will

learn how to develop simple tools enabling them to take innovative action, and create new

ideas.

Distribution in the Luxury Industry ( visits ) From this original retailing concept born in the USA 10 years ago, Paris, the World

capital of Luxury, has made its own to have now a wealth of creative spots and trendy

designers. Sometimes vintage, sometimes the reflect of underground culture,

sometimes girly-minded or arty, all these concept stores have in common to venerate

art, music, design and luxury to be the expression of the French Touch.

Exemples : concept stores HERMES, Shop in shop La Grande Epicerie,

conceptgalerie-musée Baccarat, flagship store Louis Vuitton Champs-Elysées, Galerie

Lafayettes …

Merchandising And Art Of Selling Luxury Products This course is an approach to the Luxury Retailing business.

After identifying the key elements of Luxury, the course will highlight the evolution of the

point of sale to the actual revolution of luxury customer experience due to ambient

technologies focussing on the changes in consumer demand. This course aims to remind the

historical perspective of the luxury retail; it aims also at providing students with the

Fundamentals of Retailing required for a successful career in Luxury brand. The course seeks

to boost students’ creativity in customer service and management of P.O.S. It highlights the

necessary customer relationship management.

Program subject to change and requires a minimum number of enrollments to open.

The business of Fashion with the Marangoni Institute

• Fashion, Tool of Management : How French kings ruled by means

of high fashion, with a look at Louis 14th

• Workshop : Fashion Designer, Design thinking

http://www.psbedu.paris/en/programs/short-programs

E-mail: admissions@psbedu.paris • Phone: +33 1 55 25 61 98

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