MBA

Specialized Courses

1 Luxury branding theory

Professor Shin’ya Nagasawa (WBS)

Professor Nagasawa is also the director of Luxury Branding Institute, Waseda University, and. an authority on Luxury Strategy in Japan. He was a Visiting Professor at ESSEC Business School in 2008-09 and at Sciences Po. Paris in 2014, 2017, 2019. He has published more than 110 books and book chapters such as “Unpainted Face of Brand Empire: LVMH Moët Hennessy. Louis Vuitton,” “Secrets of Louis Vuitton,” “Luxury Strategy,” and so on.

The lecture course will be given on the theories and practices of Luxury Branding that produces superlative products which should be made the most of the innovation and creativity and can be sold regardless of their high price and cult brands with enthusiastic admirers. Themes to be discussed are as follows: The essential substabnce of luxury, luxury as different from premium goods and fashion, customer strategy, brand equity strategy, brand stretch strategy, product strategy, price strategy, distribution channel strategy and communication strategy, business models, luxury market entry and exit strategy, application to other industries than luxury, and strategy in response to environmental issues.

2 Experiential industry and branding (Kyoritsu Cosmetic Surgery Chair)

Professor Shin'ya Nagasawa (WBS)

Professor Nagasawa is abovementioned.

The lecture course will be given on production and manufacturing for high value-added tangibles and intangibles appealing to customers' Kansei, and high value-added industry represented by luxury business, and fashion business which depends on customers' Kansei as well as a vogue and deliberate vulgarization.

3 Kansei Marketing

Professor Shin'ya Nagasawa (WBS)

Professor Nagasawa is abovementioned.

The lecture course will deal with theory and cases of products and marketing for food (including cuisine), clothing (including fashion), and shelter (including living) lives of fickle consumers' based on their Kansei.

5 Project research/ Degree thesis of design & brand innovation management

Professor Shin'ya Nagasawa (WBS)

Professor Nagasawa is abovementioned.

Seminar and supervising MBA degree thesis for new full-time and part-time MBA students
Professor Nagasawa and Students of Luxury Branding Chair Module

Photo: Professor Nagasawa and Students of Luxury Branding Chair Module on the Roof of Main Store of Fendi, via Condotti, Rome (A tour of the fur atelier and head quarter of Fendi in Rome as part of our study
(March 12th, 2014)

Source: WASEDA-LVMH Chair Module Brochure
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