MRKT 3416 - Luxury Brand Management

Marketing, Management & Finance
Previous Course Number: MRKT 344

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.
credit(s): 3
Prerequisite(s): MRKT 1550, MRKT 2650, MRKT 2710