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Retailing: The Design & Marketing of Luxury Products (Master Class)

Fall 2013 MBA Course

B8697-099: Retailing: The Design & Marketing of Luxury Products (Master Class)

T - Full Term, 06:00PM to 09:15PM
Location: WJW 209

Instructor: Ketty Maisonrouge


This class addresses the unique properties, opportunities, and challenges of the luxury industry by studying challenges relevant to the field in the various aspects of the business, from design, production and management, marketing to distribution and promotion. The course structure includes presentations (by faculty and by industry presidents, CEOs, and senior executives), discussions, and team projects.

In this semester-long course, MBA students from Columbia Business School work in teams of 8 with students from Parsons The New School for Design (4 MBA and 4 Parsons students) to solve actual case studies created exclusively for this class by the participating companies. The following companies will participate in the fall 2013 semester: Balenciaga, Dior, Havas Luxe, Louis Vuitton and Maclaren.

Each team will work closely with faculty from both Columbia Business School and Parsons The New School for Design, and their company’s senior executive(s). Teams will present progress update report(s) throughout the semester to the class, the faculty and their company, and a final presentation in front of the class, all participating companies, press and VIPs from the luxury industry.

Prerequisites:

  • Student must have received HP or higher in both the "Marketing Strategy" and the "Managing Marketing Programs" core courses
  • Must have taken or be enrolled in at least one of the following courses: "Integrated Marketing Strategy"; "Marketing Research"; "Managing Brands, Identity & Experience"; "Retail Fundamentals"; "Retailing Leadership"; "Strategic Consumer Insights"; "Marketing Plans Workshop"; "Retailing; Financial, Marketing & Strategic Integration"

Attendance:

Attendance at all classes on Tuesday evenings (and any rescheduled class dates), 4 Friday company meetings (1h30 each) and 4 Friday student and faculty meetings (3h each) is mandatory (please refer to the full course syllabus, section A-III-x for these pre-scheduled dates).

Pre-Semester Assignments and Deliverables:

There will be a substantial amount of work to be conducted prior to the first day of classes (please refer to the full course syllabus, section A-III-vi for assignments due August 16th and section A-III-iv for the individual research assignments due September 3rd in class). To help guide your research, you will need to schedule a 30 minute conference call on August 22nd between 9:30 – 12:00 PM with your CBS teammates and the TAs.

For further information, please refer to the full course syllabus.


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