The objective of this course is to provide students with an understanding of the fundamentals of the luxury industry and to help students comprehend the essential ingredients of effective marketing of luxury brands and services. The course will help students to understand the demands, challenges, trends, and specificities of the luxury sector and will provide them with a unique ability to understand and analyze luxury markets.
By the end of this course students will have developed:
Kapferer, J-N and Bastien, V. (2012) The Luxury Strategy: Break the rules of marketing to build luxury brands (2nd edition)