Luxury Marketing

About

Luxury Marketing focuses on the current issues in the luxury industry and examines the strategies and principles required to successfully market luxury brands and products. The course will explore the global luxury industry, consumer behaviour, and brand management and further develop Students' skills to operate in the sector. The course is based on qualitative methods; no statistics or other quantitative approaches are required.
This course includes a field trip in the city centre of Nantes to see research in action and real-life applications of the concepts and topics discussed in class.

Course leader

Konstantia Litsiou, visiting professor from The Manchester Metropolitan University (United Kingdom).

Target group

Undergraduate / Graduate students. Young professionals welcome.

Course aim

After taking the course, students will be able to:
• Understand the core characteristics of luxury goods and services.
• Explore consumer behaviour in the luxury market.
• Explore various luxury brand strategies and how they create value and exclusivity.
• Analyze global trends and their impact on the luxury industry.
• Develop marketing plans for luxury brands.

Fee info

Tuition fees include participation to courses and exams, as well as access to Audencia premises and online resources. Travel, accommodation and living expenses are not included in tuition.