MRKT 344 - Luxury Brand Management

In this course students will explore the market history, consumer psychology, and strategic management issues faced in a wide variety of luxury and premium markets. The course is not limited to traditional luxury categories, rather, it will examine how the concept of mass-market luxury is being applied across the entire consumer spectrum. The course will explore how luxury brands are managed across the life cycle. To understand this complex process, a multidisciplinary approach will be taken, incorporating marketing, symbolism (semiotics), sociology, anthropology, and post-modern consumption. (offered in Fall only)
3 credits
Prerequisite: MRKT 103 or MRKT 103H; MRKT 204; MRKT 228 or MRKT 228H