MASTER of SCIENCE in LUXURY GOODS AND SERVICES

Course Description

LXRY 660: Luxury Pricing, Distribution, and Retailing

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

This course focuses on the three critical elements impacting the quality and nature of the luxury purchasing experience: pricing, distribution, and retailing.

Emphasizing the importance of location and the use of information technology for business process and control, the course centers on the luxury experience as embodied in the point-of-sale visit. It examines unique luxury pricing strategies and methodologies, distribution decision-making, and retail design, especially as it relates to creating an aesthetic and sophisticated ambience.

Students will learn how to adapt the luxury retail outlet to conform to customers' expectations in terms of mood, atmosphere, physical impression, and sensation. They will appreciate the importance of the tactile elements of the luxury shopping experience in communicating the brand message, and realize that the retail store plays a prominent role in the overall luxury buying experience. Finally, they will understand the particular distribution problems confronting the luxury industry, from product idea to store delivery.