Master in Fashion Retail & Luxury Management (Academic Year 2021/2022)

Brand Globalisation

Credits: 8

Content language:English

Course description

The module addresses the strategic approaches of brand globalisation in the luxury sector.

The module critically analyses and evaluates the marketing strategies and tactics that brands adopt in order to gain a global presence and form an identity in the international arena.

Students will explore in depth the implementation and development of global strategies and their effects on the luxury industry, the influence of branding and the strategic relationship between global brands and their clientele.

In order to understand how brands can develop a global approach, students have to look into the brand concept and assess potential, develop strategies and suggest tactics that will enhance brand’s experience for a global target audience.

Prerequisites

Objectives

Explore and critically evaluate the key factors which influence the success of the globalisation of brands
Identify and devise effective strategies of fashion marketing and luxury brand management for a global company.
Evaluate and critically assess the crucial factors that affect customer’s experiences whilst expanding a brand on a global scale.
Critically evaluate and apply strategies that will deliver brand equity, considering the current economic background and the challenges that this presents.

Program

Book

Chapter seven

Kapferer J.N, Bastien V, 2012. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. 2^nd (Second) Edition. Kogan Page. ASIN: B010CLH93C

Chapter three

Kapferer J.N, Bastien V, 2012. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. 2^nd (Second) Edition. Kogan Page. ASIN: B010CLH93C

Chapter one

Kevin Lane Keller, 2012. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition. Pearson. ISBN-10: 0132664259

Chapter seven

Kapferer J.N, Bastien V, 2012. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. 2^nd (Second) Edition. Kogan Page. ASIN: B010CLH93C

Chapter five

Kevin Lane Keller, 2012. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition. Pearson. ISBN-10: 0132664259

Chapter six

Kapferer J.N, Bastien V, 2012. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. 2^nd (Second) Edition. Kogan Page. ASIN: B010CLH93C

Chapter eleven
Kapferer J.N, Bastien V, 2012. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. 2nd (Second) Edition. Kogan Page. ASIN: B010CLH93C

Exercises

Specific cases study are linked with each lecture.

Professor/Tutor responsible for teaching

Illa Sabbatelli

Video professors

Prof. Fabio Ciquera - London College of Contemporary Arts (London - England)

List of lessons

• Lesson n. 1: Contemporary issues with Brand Globalisation		Fabio Ciquera
• Lesson n. 2: The changing marketing environment for global fashion and luxury brands		Fabio Ciquera
• Lesson n. 3: The Fashion & Luxury industry as a global business template		Fabio Ciquera
• Lesson n. 4: Global Business Models		Fabio Ciquera
• Lesson n. 5: Licensing & Franchising as growth strategies		Fabio Ciquera
• Lesson n. 6: Building global identities		Fabio Ciquera
• Lesson n. 7: Brand stretching: how luxury and fashion survive in a global environment		Fabio Ciquera
• Lesson n. 8: The Global Clientele		Fabio Ciquera
• Lesson n. 9: Global Communication		Fabio Ciquera
• Lesson n. 10: Marketing Mix as a key for success for a global fashion and luxury brands		Fabio Ciquera

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Master in Fashion Retail & Luxury Management (Academic Year 2021/2022)

Brand Globalisation