Luxury brand and service marketing

Interdisciplinary Elecitve Course

This course provides an overview of branding strategies in the luxury markets and contrast it with the approach in service/intangible goods marketing. Key areas covered by the course include the definition and contribution of the luxury markets, luxury brand positioning and loyalty building strategies with in-depth examination of the industry dynamics within a few luxury sectors such as jewellery and watches, fashion & beauty. The course would also study how emotional selling and event marketing contribute to building luxury and service brands.