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Marketing of Luxury Products

Spring 2014 MBA Course

B8655-001: Marketing of Luxury Products

Block Week 1: Jan 13-17 - 09:00AM to 05:00PM
Location: WJW 208

Instructor: Ketty Maisonrouge

The class "Marketing of Luxury Products" addresses the unique properties, opportunities, and challenges of the luxury industry by studying issues relevant to the field in the various aspects of the business, from production and management to distribution and promotion. The course structure includes presentations (by faculty and industry executives), discussions, and the team project.

In this intense block week program, Columbia Business School MBA students will work in teams of 5-6 to solve an actual project created exclusively for this class by Loro Piana. Each of the teams will work on a specific aspect of the project, and the teams will coordinate their research and recommendations to present together to the company's executives at the last session of the program.

Attendance at all classes and meetings is mandatory; please see full course description for complete details (including the full pre-semester assignments due in December).