Innovative Brand and Digital Marketing Strategies : Insights from the Luxury Industry

ESSEC Business School, A distance
Durée
6 semaines
Prix
2 900 EUR HT
Éligible CPF
Éligible CPF
Durée
6 semaines
Prix
2 900 EUR HT
Éligible CPF
Éligible CPF
Je veux en savoir plus sur cette formation

Description de la formation

Overview

Focus on innovation with brand and digital marketing strategies leveraging insights from the luxury industry.

During 6 weeks of deep exploration of key insights from the luxury industry, you will grow your skills in brand and digital marketing strategies and you will learn how to establish a strong brand position focusing on innovation and a strong customer-centric approach supported by digital.

Objectifs visés

Cette formation a pour but de vous former aux thématiques suivantes web marketing, luxe. Pour en savoir plus n'hésitez pas à contacter l'organisme.

Contenu

Programme Contents

Decoding and understanding luxury consumers strategy

  • Who is the luxury consumer and how does s/he behave
  • Millennials and upcoming Generation Z – what should we know?
  • Key luxury markets and how do they differ
  • Future trends in the luxury industry

Mastering the fundamentals of luxury brand and digital marketing strategies

  • Pillars of luxury brand management -Creating a brand DNA and Brand codes
  • Power of storytelling – online and offline
  • The importance of customer experience: from digital to physical
  • Understanding the consumer on-line [and off-line] journey
  • Differences between Asian and Western consumers when it comes to content and device consumption
  • From e-commerce to mobile and social commerce
  • Understanding digital marketing strategies for all stages of the customer journey
  • Retention (loyalty program & crm): managing qualitative and quantitative data

Leading brand transformation: Focus on Clienteling 2.0

  • Leading brand transformation: Focus on personalization & relevance
  • Leading brand transformation: Focus on Sustainability
  • Leading brand transformation: Focus on Supply chain
  • How to integrate the global ecosystem of a luxury brand (suppliers, craftsmen…) into a circular strategy?

Prérequis

Pre-requisites

English: minimum TOEIC SCORE 785 or B2 on the Common European Framework of reference

Candidates must have some notions of digital technologies.

 

Déroulement de la formation

  • 100% online lectures
  • Teamwork (top-level peer learning)
  • Individual academic coach

Suivi et évaluation

  • Self-assessment
  • Evaluation & feedback
  • Video projects
  • Activity files & materials

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ESSEC Business School
2 Place de la Défense
92053 Paris

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