COURSE DESCRIPTION :

 

This course presents the differences between multi-channel, cross-channel and poly-channel marketing strategies in the fashion and luxury sectors and how companies integrate these strategies into their e-retailing models and traditional retailing approaches to drive sales and increase profitability. An emphasis is placed on the brand?s e-identity in the cyber world.

 

 

INSTRUCTIONAL METHODOLOGY :

 

The course is developed through lectures, discussion and group/individual presentations of case studies. Students are expected to thoroughly read text materials and participate in class discussion. Topics will include :

- The holistic approach to a brand

- Creating sensory brand worlds

- Sensory marketing from beauty, food and drinks to products and services

- Store layout and location

- Inventory

- Sales

- Controls

- Buying and selling

- The socioeconomic characteristics of luxury and fashion retailing.

 

 

EVALUATION :

 

 

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.