MASTER of SCIENCE in LUXURY GOODS AND SERVICES

Course Description

LXRY 656: Managing Luxury Brands

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

This course provides an overview of the ways in which luxury brands are conceived, developed, launched, nurtured, and protected. It focuses on defining the luxury industry in relation to the concept of prestige while also imparting techniques and strategies for developing a luxury brand. A practical approach is emphasized throughout the course by reference to real world examples and proven tools used to build a luxury brand.

Topics include devaluation of luxury, the mass market, "super-luxury" or "uber-premium" brands, using brands to create new market segments, and account management.

Students will learn how to assess luxury product markets, manage international distribution as part of the branding process, and manage brand assets and equity by controlling a brand and communicating its advantages.