Creating and Developing Luxury Brands
The American Business School Paris
Area of Study
Marketing, Peace and Conflict Studies
Taught In English
MKTG130 Principles of Marketing
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.
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
This is a capstone course in which students learn to connect the concepts that they have already learned
in previous marketing classes and to apply these concepts to creating or expanding a luxury (or nonluxury) brand. The class will be organized around themes and real-life case studies that students will
discuss and apply to their group project. After completing this course, students will have the practical
knowledge necessary to develop and launch a brand.
The objectives of this course are to:
– Define branding and other terminology related to branding.
– Evaluate a brand and differentiate a great brand from other brands.
– Apply the brand positioning framework to:
- Develop a brand.
- Develop long term, sustainable brand strategies and positioning.
- Expand/introduce a brand internationally.
– Describe the role of social media in shaping a brand.
– Develop integrated marketing campaigns to grow a brand.
EXPECTED LEARNING OUTCOMES:
Upon completion of this course students should be able to:
– Recognize the purpose of brands and the key elements that create strong brands.
– Identify the role that brands play in helping luxury companies establish competitive position.
– Understand how luxury companies measure and improve brand value.
– Understand how brand architecture helps build brands over time.
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.