Understand the power of a luxury brand and gain the business skills needed to provide premium goods and services within the hotel and tourism industry. Learn strategies and skills for managing luxury brands within the hotel and tourism industry. You will analyze the essence of a luxury brand and learn marketing techniques and trends to better position your services. You will learn how luxury brands are created and how to properly communicate the value of your brand.
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Concepts and applications will be introduced through textbooks, selected journal articles and field visits.
This course is part of the International Hospitality Management MicroMasters Program.
What you'll learn:
- Evaluate and discuss the essence of luxury brand management. Address the brand potential that exists in luxury activities, and how luxury-goods businesses should be conducted on a daily basis
- Analyze and critic the specificities of luxury goods marketing, the long term trends in the luxury industry and the changing shape and definition of the luxury sector
- Analyze and evaluate luxury brand management research journals
- Identify luxury brand and experience problems within the hotel and tourism context, and apply research skills and techniques to solve these problems
- Analyze and appraise related numerical and graphical data regarding managing luxury brand and experience, and develop solutions for industry practitioners
Syllabus
Week 1: Specificities of the Luxury Industry
Evaluate and discuss the essence of luxury brand management
Week 2: Luxury Brand Power and Lifecycle
Address the brand potential that exists in luxury activities, and how luxury-goods businesses should be conducted on a daily basis
Week 3: The Luxury Client
Analyze and critic the specificities of luxury goods marketing, the long term trends in the luxury industry and the changing shape and definition of the luxury sector
Week 4: Luxury Brand Identity
Analyze and evaluate luxury brand management research journals to identify research problems, review the literature, apply methodologies, and appraise results; and develop research proposal, to conduct an appropriate survey, to evaluate the findings, and to compose research reports
Week 5: Managing Luxury Brand Creation and Communication
Identify luxury brand and experience problems within the hotel and tourism context, and apply research skills and techniques to solve these problems
Week 6: International Distribution and Retailing
Analyze and appraise related numerical and graphical data regarding managing luxury brand and experience, and develop solutions for industry practitioners
