In summer 2012 BBA Thammasat takes a new challenge by offering a non-traditional marketing course with a strong emphasis on experiential learning.  It is the course of ?MK391 Luxury Brand Management.?  This 6-week intensive course combines multiple pedagogies of learning, namely lecture, case study, company visit, social & cultural exploration and project work.  The cases particularly embrace both Thai and foreign brands which are marketed successfully in the luxury fields.  The most highlighted part of the course goes to a mandatory study trip to Paris which aims to broaden the students? learning horizons toward the originality of the brand building contexts through a myriad of eye-opening experiences in the world?s ?luxury brand? capital ? Paris, France.  The course is jointly organized by BBA Thammasat and ISC Paris School of Business, a TBS?s partner university.  ISC Paris is a leading academic institution in luxury brand management, located at the heart of Paris, and recognized as a hub of luxury brand building research.  It is basically a dream location for studying ?a genesis of a luxury brand? where many living examples of successful global luxury brands are witnessed and showcased.