MASTER of SCIENCE in LUXURY GOODS AND SERVICES

Course Description

LXRY 663: Luxury, Technology, and the Internet

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

This course is designed to introduce students to the new technologies that are influencing the luxury industry.

The course focuses on new technologies used in marketing, communication, research, and product development in the luxury industry. These include the Internet, the World Wide Web, and E-tailing. Additionally, the social and cultural effects of implementing new technologies on the concept of luxury and the luxury brand will be discussed. The course seeks to answer the question: How can the luxury enterprise sell its goods and services online?

Topics include Website and e-store design, achieving a pleasant online shopping experience, differentiation in E-tailing, meeting the expectations of the online luxury consumer, maintaining online customer loyalty.

Students will learn how to cultivate and manage an online image, and how technology can impact global luxury markets. They will develop an understanding of the Internet's power as a marketing and communication tool, and demonstrate an appreciation of ways in which consumer expectations are molded by the advent of interactive technologies.