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 will not be limited to traditional luxury categories, but will explore how the concept of “mass-market luxury” is being applied across the entire consumer spectrum. The course explores 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.
3 credits
Prerequisite: MRKT 103-Marketing or MRKT 103H-Honors Marketing, MRKT 204-Consumer Behavior, MRKT 228- The Power of the Brand or MRKT 228H-Honors The Power of the Brand