Luxury Marketing

Catalog description

This course focuses on the branding and marketing of luxury goods with the contemporary global marketplace. Students will draw upon their knowledge of the arts and social sciences to better understand the concept of luxury. Additionally, the course will examine the marketing science, innovation and creativity that foster the development of luxury goods in the current business environment. A key facet of this course will be the opportunity to reimagine marketing strategies to meet luxury customers’ specialized demands for value. Students will learn through hands-on projects the ways marketers manage their brands and customer relationships to fulfill this goal.