Interdisciplinary Elective Course
The course examines the development of the luxury markets in Europe from a comparative perspective. It introduces students some basic concepts pertinent to luxury markets including ‘luxury market’ and ‘brand’. It is then followed by intensive discussions on various topics including branding and marketing of luxury goods, luxury brand management, and pricing and product assortment, as well as strategies of luxury brands. The second half of the course devotes to thorough discussion of various famous European brands through which students learn to analyze various branding and marketing, business management, pricing and product assortment strategies of luxury brands operating in Europe. This course enables students to identify the cultural specificity of the production, circulation and consumption of luxury goods in Europe and to reflect on the cultural concepts of aesthetic pleasure and embedded in the European luxury industrial context.