Intercultural Luxury Consumer Behavior

The American Business School Paris

Course Description

  • Course Name

    Intercultural Luxury Consumer Behavior

  • Host University

    The American Business School Paris

  • Location

    Paris, France

  • Area of Study

    Fashion, Marketing

  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • US Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    This course will explain how it is necessary to take into account the variation of consumer perceptions of luxury, explain the cultural hierarchies of luxury perceptions, and how to create a sale approach that can be adapted to sell to customers of different nationalities and cultures by identifying the key selling points relevant to customers of different cultures.

    The course is developed through lectures, discussion and group/individual presentations of case studies and role plays. Students are expected to thoroughly read text materials and participate in class discussion.
    This course gives student?s understanding of the different consumer behavior in fashion and luxury business in Brazil, Russia, China and India but also in the USA, the first luxury market in the world, and the MINT?s: Mexico, Indonesia, Nigeria and Turkey. Each of these markets has its own and unique characteristic that is linked to the consumer cultural differences and perception of luxury and fashion brands.

    The final grade will be made up of class participation, articles and case studies handed in, a mid-term test and the final examination.

Course Disclaimer

Courses and course hours of instruction are subject to change.


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