The University of Southampton

MANG6333 Luxury Marketing

Module Overview

The focus of this module is on the specific nature of marketing within the dynamic and growing luxury industry. The emphasis is on the nature of luxury, its tradition and positioning, luxury consumer behaviour and luxury brand management within a global context. This module will also look at the essential role of marketing in new product development and the particular role of digital channels within and integrated communications strategy.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • The role marketing plays within the luxury sector
  • The nature and behaviour of the luxury customer and its segmentation
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Evaluate the applicability of academic/abstract models/theories/frameworks to contextualised marketing problems.
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • Explain luxury related marketing concepts clearly and to critically apply these to the understanding of different types of customer and issues such as gender, identity, and aspiration
  • Apply analytic skill in luxury marketing, such as luxury consumer behaviour, luxury in the digital age….etc.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Evaluate alternative strategies and develop a course of action based on a rational consideration of the choices available.
  • Identify, develop and apply marketing principles in the context of the luxury brand industry.


The topics covered will include • The history & tradition) and development of luxury as a social and commercial phenomenon • Understanding the luxury consumer - tribes, status, culture etc as segmentation drivers • Developing and managing symbolic, functional and experiential brand attributes • International marketing management of Luxury brands • Marketing ethics, social responsibility and sustainability within the luxury sector • The role of marketing in Luxury NPD

Learning and Teaching

Teaching and learning methods

Teaching methods include • Lectures exploring the problems and concepts • Discussion sessions explored in context • Guided independent study Learning activities include • Case study / problem solving activities • Guided private study

Independent Study63
Total study time75

Resources & Reading list

Chevalier, M., Mazzalovo, G (2012). Luxury Brand Management: A World of Privilege. 

Silverstein. M., et al (2008). Trading Up: Why consumers want luxury goods and how companies create them. 

Okonkwo, U (2007). Luxury Fashion Branding: Trends, Tactics, Techniques. 

Journal of Fashion Marketing and Management. Journal

Kapferer, Jean-Noël (2012). The luxury strategy : break the rules of marketing to build luxury brands. 

Journal of Product and Brand Management. Journal

European Journal of Marketing. Journal

Danziger, P (2004). Why People Buy Things They Don't Need: Understanding and Predicting Consumer Behavior. 

Ricca, M (2012). Meta-luxury; Brands and the culture of excellence. 

Journal of Business Research. Journal

Wiedmann, K.P. & Hennigs, N. (2013). Luxury Marketing - A Challenge for Theory and Practice. 

Journal of Brand Management. Journal



Class discussions


MethodPercentage contribution
Essay  (2000 words) 100%


MethodPercentage contribution
Essay  (2000 words) 100%


MethodPercentage contribution
Essay  (2000 words) 100%
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