Management des produits et collections

Crédit : 2 ECTS
Langue du cours : anglais

Volume horaire

  • CM : 21 h

Compétences à acquérir

General culture of the watch&jewery markets Be able to build Collection plan and launch new products specifically in this industry.

Description du contenu de l'enseignement

The objectives are:
  • To give students the strategic keys and culture of the W&J market
  • To give them the opportunity to apply this knowledge on real operational situations (Case studies on a W&J Brand: strategic marketing analysis and new launching proposal
  • The module will allow students to acquire the fundamental knowledge of Collection and product Management in the Luxury Industry
  • The course will focus on all the various components of the Product Strategy including competitive and creative issues
  • The course which combines both academic and operational sessions is based on many Watch and Jewelry examples and is definitely market oriented
  • We will review the key aspects of Watch & Jewelry markets: technical, economical, marketing, and creative to better understand the key strategic issues, opportunities and strengths that are facing the successful brands today’s
  • The students will finally have to practice and apply their knowledge on a W&J brand. They will act as a product manager, make an assessment and propose a new product plateform for their brand

Mode de contrôle des connaissances

One case study in group (Four students).

Bibliographie, lectures recommandées

  • Title: The LUXURY STRATEGY: Break the Rules of Marketing to Build Luxury Brands
Authors : Kapferer, Jean-Noël / Bastien, Vincent
Publisher: KOGAN PAGE 2009
ISBN code: 978-0-7494-5477-7

  • Title: Management & Luxury Marketing
Author: Michel Chevalier
Publisher: DUNOT
ISBN code: 978-2-10-055756-1

Enseignant responsable

MURIEL WORMSER



Année universitaire 2017 - 2018 - Fiche modifiée le : 07-07-2017 (15H20) - Sous réserve de modification.