MASTER of SCIENCE in LUXURY GOODS AND SERVICES

Course Description

LXRY 659: Luxury and Global Integrated Marketing Communication

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

This course introduces students to the ways in which global integrated marketing communications (GIMC) can be used in strategic planning for the luxury enterprise. It examines ways in which GIMC establishes a dialogue between providers of a luxury product or service and their respective publics or markets.

The course focuses on the promotional mix elements that make up the GIMC plan such as advertising, public relations, publicity, direct/database marketing, personal sales, sales promotion, special events, E-Marketing, and E-communication. Case studies are used to demonstrate the issues and challenges involved in effective GIMC planning and the unique roadblocks to execution that often appear spontaneously in the luxury industry.

Students will learn how to integrate the elements described above into a cohesive and goal-driven GIMC plan. They will also learn how to create, develop, and execute GIMC plans as part of a luxury firm's strategy or in terms of product-specific launches.