This teaching unit covers all the intricacies of managing a luxury brand over time. It explains the longevity of luxury brands through the protection of their identity and justifies the legitimacy of their affiliation with luxury. It addresses the implemented marketing strategies and recounts the challenges of the numerous extensions chosen by these luxury brands.

Temps présentiel : 35 heures

Charge de travail étudiant : 65 heures

Méthode(s) d'évaluation : Examen final, Projets

Référence :
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