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 2014 semester: CADILLAC, CARTIER, FERRAGAMO, LALIQUE, and VAN CLEEF & ARPELS.
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.
- Students must have received HP or higher in both B6601 Marketing: Innovation through Customer Centricity, Part I and B6602 Marketing: Innovation through Customer Centricity, Part II core courses.
- Must have taken or be enrolled in at least one of the following courses: B8618 Integrated Marketing Strategy; B8617 Marketing Research; B8621 Managing Brands, Identity & Experience; B8652 Retail Fundamentals; B8653 Retailing Leadership; B8607 Strategic Consumer Insights; B8611 Marketing Plans Workshop; B8654 Retailing; Marketing Strategy with Implications for Valuation
Attendance at all classes, company meetings and student and faculty meetings is mandatory (for all Friday meeting dates, please refer to section A-III-x of the course syllabus).
Pre-Semester Assignments and Deliverables:
Please refer to the full course syllabus, section A-III-vi for assignments due August 7th and section A-III-ix for the individual research assignments due September 5th in class.
For further information, please refer to the full course syllabus.
Adjunct Professor of Business
Ketty Pucci-Sisti Maisonrouge runs a firm specializing in Luxury Innovation, KM&Co., assisting luxury firms and start ups in branding, financing and long term strategies. She is also the co-founder and board member of a few start-ups, including Savelli, a Board Member of the luxury brand J. Mendel, a Senior Advisor to The Gores Group, and sits on the Advisory Board of the...