BUS 3875 Luxury Brand Management

The luxury sector is not just a trade restricted to very expensive goods and services, but a different way of understanding the consumer and managing a business. Rather than driving sales at any price, marketing luxury goods requires specific principles to enhance and preserve the image of finest quality, exclusiveness, and hedonic value. This course will focus on the basic building blocks of growing and managing a luxury brand, as well as advanced strategy of brand management that will provide a well-rounded look at issues in integrating the brand into overall marketing and company activities.