Luxury Marketing

Luxury Marketing

Course Number 1905

Associate Professor Anat Keinan
Winter; Q3; 1.5 credits
14 Sessions
Paper

Luxury Marketing is a new course designed to help students gain a thorough understanding of luxury brand management and the specific challenges of marketing to luxury consumers.

This 14-session course is structured around a mix of cases, company projects and guest lectures from industry professionals, and designed to provide real-world learning opportunities, interactions with industry executives, and exposure to various luxury sectors. Topics covered in the course include:

The art of creating luxury brand equity: creating, growing, and leveraging luxury brands
Leveraging brand equity: brand stretching, brand extensions, brand dilution
Brand heritage and storytelling
Repositioning luxury brands
Going global


Understanding the luxury sector
Luxury entrepreneurship and innovative/disruptive business models
Luxury and social media
Non-traditional approaches to luxury marketing
Luxury and sustainability


The future of luxury: tradition vs. innovation
Luxury entrepreneurship and innovative/disruptive business models
Luxury and social media
Non-traditional approaches to luxury marketing
Luxury and sustainability

Final guest lecture: Careers in the luxury industry

Grading
Grading is based on class participation (50%) and two projects (50%).