Innovative Brand and Digital Marketing Strategies : Insights from the Luxury Industry

Overview

Focus on innovation with brand and digital marketing strategies leveraging insights from the luxury industry.

During 6 weeks of deep exploration of key insights from the luxury industry,you will grow your skills in brand and digital marketing strategies and you will learn how to establish a strong brand position focusing on innovation and a strong customer-centric approach supported by digital.

Teaching methods

Methodology

100% online lectures
Teamwork (top-level peer learning)
Individual academic coach

Follow-up & evaluation

Self-assessment
Evaluation & feedback
Video projects
Activity files & materials

Pre-requisites

English: minimum TOEIC SCORE 785 or B2 on the Common European Framework of reference

Candidates must have some notions of digital technologies.

Lecturers

Alexis de La Tour du Pin

Alexis de La Tour du Pin has been teaching Digital Marketing Strategy at Essec Business School since 2013. An Essec alum from the 2006 class, he led a career at Google for 11 years, where he developed a varied suite of marketing skills: from building a marketing team to piloting Google’s CSR approach in France, to launching cross-media consumer campaigns for YouTube, striking innovative partnership marketing programs or setting up best-in-class marketing research studies for numerous Google clients. Also a startup advisor, he is specializing in the field of environmental transition, and in particular sustainable digital. In 2019 he created an ESSEC course entitled Digital Humanism, to re-adjust the place we give to digital in our societies. He is also the Executive Director of the new Sustainability Chair at ESSEC.

Bérengère de Villepin

Bérengère de Villepin has been working on Digital Marketing for more than 12 years.
She has been leading companies digital marketing strategies in Asia, Europe and Middle-East, on both sides: Client and Agency.
Based in Singapore since 2013, she was VP Client Services in an agency specializing in luxury brands like Hermes, Four Seasons Hotels & Resorts, Langham Hotels & Resorts etc…
Involved in each step of digital marketing strategy, she’s always enjoyed nurturing clients’ digital culture on this fascinating topic. This is why she was really enthusiastic about transferring her knowledge to ESSEC Singapore students starting in 2020.

Sonja Prokopec

LVMH Chair Professor – Luxury Brand Management ESSEC Business School, Singapore
Prof. Sonja Prokopec is the ESSEC LVMH Chair Professor of Luxury Brand Management. She was named one of the Top 40 under 40 Business School Professors worldwide in 2015 (Poets&Quants ranking). Her research explores consumer judgment and decision-making. She is also interested in understanding the factors that affect brand perceptions of luxury brands. Prof. Prokopec’s research has been published in the Journal of Consumer Research, Journal of Consumer Psychology, and International Journal of Research in Marketing among others, as well as a variety of media including the Huffington Post, the Business of Fashion, the Business Times Singapore, Luxury Daily, Jing Daily among others.

Outside of teaching and research, she actively advises companies from the luxury, fashion and lifestyle and automotive industry regarding consumer behavior trends, consumer research and marketing and brand management issues. Prof. Prokopec received her PhD in Marketing from University of Houston in 2007.

Prof. Sonja Prokopec is the academic design coordinator of the ESSEC Executive Online Certificate: Innovative Digital Marketing Strategies – Insights from the luxury industry.

Pierre-Emmanuel Saint Esprit

Passionate about the circular economy, Pierre-Emmanuel Saint-Esprit co-founded ZACK at the age of 22 while studying at ESSEC and the University of California Berkeley.

ZACK is the leading company in France in the second life of electronic products and the extension of their life (recycling, repair, resale, donation to associations). In 2020, ZACK is one of the top 3 French circular companies according to the TECH FOR GOOD report of the Presidency of the French Republic, with Phénix and Castalie. That same year, Pierre-Emmanuel won the vote of all BCG employees for the social entrepreneur of the year award.

In 2021, he was among the top 50 CSR personalities established by the Giverny Circle, alongside Antoine Sire (BNP Paribas), Hélène Valade or Olivia Grégoire (Secretary of State for CSR). Finally, it is nominated in the 30 Under 30 ranking of Forbes France which devotes a list of rising stars of the French entrepreneurial ecosystem.

Pierre-Emmanuel is also Professor of Circular Economy, President of the ESSEC Alumni Entrepreneurs Club, pioneer of the Ellen MacArthur Foundation for the Circular Economy, mentor at Antropia ESSEC, Ambassador of the IMPACT FRANCE Movement and Executive Director of the ESSEC Global Circular Economy Chair.

Pierre-Emmanuel is finally regularly invited to discuss the challenges of the circular economy and its progress in France (UEED 2020, BFM TV, Le Point, Le Parisien, Le Figaro, Produrable, LH Forum, Cercle de Giverny…).

Programme Contents

Decoding and understanding luxury consumers strategy

• Who is the luxury consumer and how does she behave
• Millennials and upcoming Generation Z – what should we know?
• Key luxury markets and how do they differ
• Future trends in the luxury industry

Mastering the fundamentals of luxury brand and digital marketing strategies

• Pillars of luxury brand management -Creating a brand DNA and Brand codes
• Power of storytelling – online and offline
• The importance of customer experience: from digital to physical
• Understanding the consumer on-line [and off-line] journey
• Differences between Asian and Western consumers when it comes to content and device consumption
• From e-commerce to mobile and social commerce
• Understanding digital marketing strategies for all stages of the customer journey
• Retention (loyalty program & crm): managing qualitative and quantitative data

Leading brand transformation: Focus on Clienteling 2.0

• Leading brand transformation: Focus on personalization & relevance
• Leading brand transformation: Focus on Sustainability
• Leading brand transformation: Focus on Supply chain
• How to integrate the global ecosystem of a luxury brand (suppliers, craftsmen…) into a circular strategy?

Perfect for those who want to boost or change their career with a diploma from a pioneering management school.

Any questions?

How do I apply?s

If you wish to register, simply go to the web page for the course that interests you and complete the information request form. One of our advisors will contact you by telephone. You might also want to make an appointment for an interview with your advisor once you have received a confirmation message and sent back the form.

For a certificate course, your application and project will be evaluated during this interview. During the interview, the advisor will also give you details about the course’s content and how it is run and will start the registration process if the decision is made to move forward.

For international students : no Visa is required to apply because the certificates are online only.

What level of English is required?

If you wish to register, simply go to the web page for the course that interests you and complete the information request form. One of our advisors will contact you by telephone. You might also want to make an appointment for an interview with your advisor once you have received a confirmation message and sent back the form.

For a certificate course, your application and project will be evaluated during this interview. During the interview, the advisor will also give you details about the course’s content and how it is run and will start the registration process if the decision is made to move forward.

For international students : no Visa is required to apply because the certificates are online only.

What level of English is required?

We require B2 level (785 TOEIC points). If you have not taken a test, you must be able to provide proof that you have a good command of business English. It is important that you are able to both understand written and video lessons and take part in working groups and master classes.