MASTER of SCIENCE in LUXURY GOODS AND SERVICES

Course Description

LXRY 650: Introduction to Luxury Goods and Services (6 credits)

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

Part A- Strategic marketing

This course explores the role marketing plays within luxury companies. It focuses on the development and analysis of consistent marketing strategies. It describes how consumers are the focus of all marketing actions and how environmental changes influence marketing strategy development and implementation. Students will learn to identify, analyze and solve marketing problems using the marketing analysis framework, the marketing process and the marketing plan. Throughout, the course will also view marketing from a societal perspective and discuss marketing ethics. This course is compounded of two parts: the first part focuses on the strategic aspects of marketing management and introduces the main principles of consumer behavior, marketing research and brand management in the luxury sector.

Part B- Operational marketing

This course presents the specificities of Luxury Marketing Management. This second part is mainly focused on Marketing-Mix (Product, Price, Distribution & Communication Strategies) and International Marketing, in the luxury sector.