Course Description

Course Name

Luxury Cross Channel Marketing

Session: VPRS3222

Hours & Credits

3 US Credits

Prerequisites & Language Level

FASH 120

Taught In English

  • There is no language prerequisite for courses at this language level.


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.
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.
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.

*Course content subject to change