The course will focus on presenting, illustrating and discussing the specific rules of luxury brand management. Your class activities will include presentations from the professor and from guest speakers, case studies, workshops and participants groups’ presentations. In order to apply the concepts covered in class to a real case in the luxury industry, you will analyze in groups a luxury brand of your choice.
What you will learn
Develop and implement innovative, strategic solutions for luxury branding. Design marketing and communication strategies for luxury brands. Apply luxury brand management concepts to the luxury hospitality business.
Who is the course for?
Identify the key facets of a luxury brand strategy and differentiate a luxury strategy from a fashion or premium strategy. Analyze luxury branding initiatives and luxury communication campaigns. Develop innovative solutions to implement luxury brand strategies in terms of product, price, distribution and communication.