Promotion & Event Management for Luxury Brands

The American Business School Paris

Course Description

  • Course Name

    Promotion & Event Management for Luxury Brands

  • Host University

    The American Business School Paris

  • Location

    Paris, France

  • Area of Study

    Fashion, Marketing

  • Language Level

    Taught In English

  • Prerequisites

    FASH 120

  • 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

    Brands rely heavily on events to promote their image and maximize customer engagement. This course allows students to understand how brands select and build partnerships with existing events: sports tournaments, award ceremonies in the arts and so on. Brands also design their own events and the course will illustrate how they do so: locations, event types, endorsements by A-listers and celebrities?
    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. Topics covered will include
    - Fashion and Luxury Selling & Marketing Concept
    - Brand knowledge and story-telling
    - Self-expression and sense of self
    - Understanding Event management
    - Approaching the Customer and Securing Desire
    - Exceptional treatment and experience
    - Craftsmanship / Quality
    - Authenticity
    - The Rarity Factor
    - Emotional Bonding
    - Mystique
    - Ethical issues, Career Opportunities
    The final grade will be made up of class participation, articles and case studies handed in, role-plays a mid-term test and the final examination.

Course Disclaimer

Courses and course hours of instruction are subject to change.


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