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. It will also 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, and to understand this complex process, a multidisciplinary approach will be taken incorporating marketing, symbolism (semiotics), sociology, anthropology, and post-modern consumption.

3 Credits

Prerequisite: Marketing