Luxury Marketing

Luxury Marketing

Course Number 1905

Associate Professor Anat Keinan
Spring; Q3; 1.5 credits
14 Sessions

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

  • The luxury retail experience
  • Luxury services
  • Luxury experiences - creating memorable and meaningful experiences
  • Understanding the luxury consumer

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 is based on class participation (50%) and a take-home exam (50%).