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Lecturer: Dr. Sylvie HERTRICH
Location: EM Strasbourg Business School, University of Strasbourg, France
Telephone: +0033 3 68 85 83 92
Email: sylvie.hertrich@em-strasbourg.eu

Sylvie Hertrich is currently Associate Professor of Marketing at EM Strasbourg Business School, Strasbourg University, France. She earned a Master’s degree of International Management and a PhD in Management from the University of Paris Panthéon-Assas.

Prior to her appointment at EM Strasbourg Business School in 1996, she served during seven years as a CEO with M.K.I GmbH, an agency for luxury marketing management in Frankfurt, Germany.

Sylvie Hertrich created and developed the Master 2 in Marketing and Event Management at EM Strasbourg Business School and Novancia, Chamber of Commerce, Paris. She has been a visiting professor in more than 25 countries. Member of HuManiS Research Center (University of Strasbourg), her research activities mainly focus on Marketing and International Business.

This course is delivered in semi-intensive mode over 6 days seminars. It entails daily 3-hours face-to-face lectures from 9am to 12pm and 3,5-hours working sessions from 1pm-4:30pm. 

Due to Sylvie's area of speciality, this Tri 2, 2018 offering of this course will have a Luxury focus;

The course is dedicated to give participants awareness and understanding of strategic perspectives and unique challenges faced by organizations within the wine industry in regards to luxury and premium brand positioning.

Luxury and premium brands have experienced remarkable growth and success in the last thirty years. The strong aspiration power and dream factors of luxury brands constitute nowadays an example of what many mass market brands would like to develop to differentiate and create strong customer loyalty.

At the same time, globalization and development of new emerging countries have also been very beneficial to luxury brands. All markets have demonstrated strong interest for luxury goods and services. In many countries local managers would like to understand the foundations of luxury brand management in order to possibly develop local premium or high end/luxury brands.

For all these reasons, this class will concentrate on the foundations of premium/luxury brand management and the art of luxury branding. It will analyse and explain how companies can create and grow luxury brands and then leverage on brand equity to create value and significant return on investment for their shareholders through proper brand management.

On successful completion of this course, students will be able to:

1. DESCRIBE what Luxury Marketing (LM) is and how LM is transforming the world of wine business
2. EVALUATE the role played by LM especially in brand management
3. RECOGNIZE the characteristics of different segments of the LM
4. EXPLAIN the paradoxes of LM
5. DETERMINE the importance of LM in the strategic positioning of an company
6. DISCUSS what LM can bring to the wine business

There is no prescribed text for his course, but a reading list relevant to the projects and discussions will be provided. It is expected Students are required to read prescribe readings before attending the classes.

Students have access to library and electronic databases and use of these and other sources of legitimate information, such as industry journals and other publications are recommended when appropriate.

All topic lectures and most discussions will be recorded for the benefit of those that can’t attend the sessions. A comprehensive reading list will also be available in addition to lecture slides (although this is not a ‘slide intensive’ course) etc. All resources will be available via the course MyUni site. All assessments are to be provided electronically and will be marked and returned electronically via the Turnitin portal on the MyUni site.

This course is delivered in semi-intensive mode over 6 days. It entails daily 3-hours face-to-face lectures and 3,5-hours working sessions. During working sessions students will engage in tutorial discussions and applied problem solving via case studies analysis.

The information below is provided as a guide to assist students in engaging appropriately with the course requirements. The University expects full-time students to commit approximately 9 hours for a three- unit course of private study outside of your regular classes. Students in this course are expected to attend sessions in this intensive delivery mode course if at all possible. Students studying remotely must review session recordings and stay in touch with the lecturer and their group members as required to maintain contact and group cohesion

Schedule

Session 1	1. From brand management to luxury brand management 1.1. Defining a brand 1.2. Brand positioning 1.3. Brand architecture 1.4. What differentiates luxury brands from FMCG brands? Case study: Club Med from volume strategy to value strategy	Working Session
Session 2	2. Understanding luxury 2.1. Introduction to luxury concept 2.2. Luxury market definitions, key actors 2.3. State of the luxury industry in 2018 Case study: The Global Luxury Industry – Market Analysis – 2017-2023 Trends Readings prior lecture	Readings prior lecture Working Session
Session 3	3. The paradoxes of luxury 3.1. Brand DNA and codes 3.2. Managing the paradoxes of luxury 3.3. About uniqueness rather than positioning Case study: Leading Players of the Global Luxury Industry	Readings prior lecture Working Session
Session 4	4. The art of creating luxury brand equity 4.1. Brand concept, dream and desirability, uniqueness 4.2. Storytelling and exclusive communication 4.3. The distribution challenges 4.4. Brand collaborations opportunities Case study: LVMH Wines and Spirits	Readings prior lecture Working Session
Session 5	5. Benchmarking of leading players of luxury Wine Industry	Group presentations
Session 6	6. The marketing plan of a wine business	Individual project presentation

Assessment tasks are designed to develop participants’ skills in oral and written communication, problem solving, analysis and critical evaluation. Further, participants will also have the opportunity to work on a group project which should enhance their ability to work effectively as a member of a team, to display leadership and decision making skills, take responsibility and display ethical behaviors. Both individual and team work is a class norm. A description and explanation of each assessment is provided below:

Assessment Task	Due	Weighting
Working Session	Session 2, 3, 4	10%
Group Report	Session 5	20%
Group Presentation	Session 5	30%
Individual project - presentation	Session 6	20%
Individual project - report	Session 6	20%

Each assessment must be attempted, and an overall grade of at least 50% must be achieved to pass the course overall.

A#1 – Working sessions: attendance, readings and participation
Working sessions are dedicated time given to students to work on a specific group project. As class discussion is an integral part of students’ learning, each participant will be asked to share ideas, experiences and to develop problem solving and critical analysis skills. Working sessions are designed to be interactive and thus required students’ active intellectual engagement. It is important that individual readings are completed before attending class to ensure healthy discussion and exchange. You wil