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France: Understanding Marketing in Luxury Contexts
Paris, France (Outgoing Program)
Program Terms: Spring Break
Restrictions: DePaul University applicants only
Click for Tuition + Program Fee Spring Break
Dates / Deadlines:
Term Year App Deadline Admissions Notification Date Start Date End Date
Spring Break 2018 11/01/2017 12/01/2017 03/16/2018 03/24/2018
Fact Sheet:
Program Type: Short-term Academic Level: Graduate, Junior, Senior, Sophomore
Recommended GPA: 2.5 Living Arrangements: Hotel
Language of Instruction: English Prerequisite: None
Liberal Studies Domain: EL, Global Business Perspective
Program Description:
 

PROGRAM DESCRIPTION

From Louis Vuitton to Ladurée: Marketing in Paris
ParisGargoyleParis is beloved the world over as the City of Light, the City of Love… and the City of Luxury. Home to famous luxury brands including fashion houses Louis Vuitton, Chanel, Christian Dior, and Lacoste, food favorites Laduree, Fauchon, Michelln Guide, and Le Cordon Bleu, and media companies Publicis, Vivendi, Ubisoft, and NRJ radio, Paris is the epicenter of progressive fashion, food, film, and fun.


But what makes Paris so special? How does a handbag from Louis Vuitton differ so drastically from a handbag lacking the familiar LV branding? What about these luxury brand’s exclusive distribution channels makes them seem even more valuable? How has Paris kept up our love affair with its brands that we still perceive its products to be premium goods even if some are assembled in the same factories as non-luxury-branded products?

The purpose of this seminar is to explore the core principles of Marketing – pricing, product, placement, and promotion – using the luxury brands of Paris as our real-world examples. What makes a product a “luxury good?” How easy is it to create the perception of luxury? Does a company need an extensive history or record of success to achieve luxury status? How can the marketing mix variables be used to produce and reinforce a luxury brand? What threats exist to the maintenance of luxury once a brand has achieved that status? With the emergence of a stronger middle- and upper-class consumer market in East Asia, and the growing threat of counterfeit products, how do luxury brands maintain their status? This study abroad experience will help students answer those questions and more using the rich, robust backdrop of French luxury brands as a foundation. During the time spent in Paris, each day will have a theme and corresponding site visits (pending availability) that include: Fashion (Louis Vuitton, Dior, Galeries Lafayette), Hospitality (Laduree, Fauchon, Michelin), Media (Vivendi, Ubisoft), Culture (Louvre, Opera Garnier), Sports (Paris Saint-Germain Football), Business/Government (Publicis, Mayors Office, Chamber of Commerce).

 

MEET THE FACULTY

This program is led by Dr. James A. Mourey.  Dr. Mourey is an Assistant Professor of Marketing and teaches Consumer Behavior. He is the creator and director of the DePaul Marketing Consulting Group and is an avid traveler, particularly to France and throughout western Europe, as his family's heritage is French and Spanish.
 

COURSES

There will be three pre-trip class sessions at DePaul's Loop campus, and one post-trip class meeting. Attendance at all sessions is mandatory. 

Course: ICS 350 (Undergraduate)/ IB 750 (Graduate): International Business Seminar
Credits: 4 credit hours
Term registered: Winter 2018
Liberal Studies Domains: Global Business Perspective & Experiential Learning (EL)
Taught by: Dr. James A. Mourey
Course Description: In preparation for 7 days studying marketing in Paris, students meet to learn about French business practices, review global French brands, and develop cross-cultural business competencies. This foreign study course is meant to introduce the student to the world of international life and business as it is today. The course provides students the opportunity to visit and study foreign commercial enterprises on-site. Additional emphasis is placed on understanding overseas cultures, self-reference criteria, and the fact that people around the world can maintain/develop hopes and dreams within their own lifestyle even though it may differ from others'.

Please note that although some courses are registered in a particular term, some coursework or final assignments may be due in a different term. E.g. Course registered in winter quarter, but coursework is due in spring quarter once the travel component of the program is complete.
 

LIVING ARRANGEMENTS

Hotel accommodations are double or triple occupancy.
 

COSTS, SCHOLARSHIPS, AND FINANCIAL AID

All students participating in study abroad will be charged both tuition (billed at the regular DePaul tuition rate, based on the number of credits enrolled) and a program fee.  Please read the program fee details carefully to understand exactly what is included, as this can vary from program to program.  If the program fee is posted, be sure to note whether the fee is current or from a previous year (past program fees may serve as a guide until the current program fee is available).  If the current program fee has not yet been posted, please check back closer to the application deadline. Please also note the withdrawal policy

DePaul offers several types of scholarships for students studying abroad, and students should visit the scholarship page early in the application process for information on eligibility and deadlines.  Students are also encouraged to speak with the DePaul financial aid office for more information about financing their study abroad experience.

 

PASSPORT AND VISA

If you are planning to study abroad and do not have a passport, apply for one immediately. Ensure your passport is valid for 6 months after your travel dates.  Some programs require travelers to obtain visas. In that case, contact the local consulates or embassies of the countries you will be visiting for up-to-date instructions on how to apply for them. As of this publication, students on the France program who are US citizens DO NOT need a visa. Please note, however, that visa requirements can change. 
 

STUDY ABROAD CONTACT

Questions about this program? Contact your study abroad advisor, Elizabeth Hall.
 

DePaul University does not discriminate on the basis of race, color, national origin, religion, sex, or handicap in admissions, employment, or the provision of services. Inquiries regarding this policy should be addressed to the Director of Human Resources, 1 East Jackson Avenue, Chicago, Illinois 60604.

Circumstances, such as an unexpected event abroad or a curriculum change, may require DePaul University to make changes to the program. DePaul University reserves the right to cancel or alter programs and courses without notice.