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Global Luxury Management

GLAM Masterclass in Luxury Digital Marketing

Last week the Global Luxury and Management (GLAM) Program held a masterclass on luxury digital marketing in 2020 taught by Patrice Nealon, senior lecturer in marketing. Attendees included alumni and incoming and prospective students for the fall semester.

The hour-long class provided an introduction to luxury digital marketing including search engine optimization (SEO), paid search and social media content best practices. The masterclass also provided an introduction to the GLAM Program for new students and a refresher for current and past students.

“Attendees were given the opportunity to experience an interactive, live virtual class with a Q&A session, similar to a regular class meeting,” said Allison Anthony, assistant director of the GLAM Program. “It was a true glimpse into a graduate class taught by GLAM senior lecturer Patrice Nealon.”

Nealon also presented  the COVID-19 social media responses of luxury brands like Ralph Lauren, Cartier, Louis Vouitton and Chanel. She detailed the varied brand responses in terms of relevance to the brand, relevance to the COVID-19 pandemic, and highly varied response times. 

The GLAM Program, in partnership with the SKEMA Business School in Paris, targets the growing global luxury industry to prepare students for careers in the personal, experiential and transportation sectors.