The objective of this course is to understand the challenges faced by luxury brands and to help students assimilate the strategies and practices implemented by luxury groups and brands.
The course is structured around four themes: group strategy, digital marketing, and customer experience and customer knowledge.
International Development Strategies of luxury groups and brands
Customer experience optimization in international cultural contexts
Sandra Krim is an A.T.E.R. at Paris 1 Panthéon Sorbonne where she teaches communication, marketing and luxury marketing. A member of PRISM, her research interests focuses on the cultural dimension of luxury brands, in particular on the "artification" strategies of these brands as well as their societal activism.