MASTER of SCIENCE in LUXURY GOODS AND SERVICES

Course Description

LXRY 642: Luxury Consumer Behavior

Note: All courses carry three (3) credits unless otherwise stated.

This course investigates the dynamics of human behavior and how it relates to decision making in the luxury sector through an in-depth view of the many factors that influence the consumer’s decision making process.

Topics include individual motivation, personality traits, self-concept, values, lifestyles, and psychological processes; and group membership, social classes, and (sub)-cultures. The course emphasizes how consumer behavior might impact luxury brands. Students will learn to utilize course material to develop consistent marketing strategies in the luxury sector.