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Courses / Modules / ARTD6145 Principles of Luxury Brand Management and Marketing

Principles of Luxury Brand Management and Marketing

When you'll study it
Semester 1
CATS points
ECTS points
Level 7
Module lead
Deborah Coney Pinder
Academic year

Module overview

This module aims to develop your knowledge and skills in core luxury marketing related concepts, as well as appreciate the environmental factors that influence luxury marketing decisions. It focuses on the role of the wider environment in particular the socio and cultural developments within luxury and their subsequent impact on marketing related activities e.g. the marketing mix.

You will explore how luxury is perceived across different stakeholders and how the term ‘luxury’ has evolved over time. You will develop your knowledge of luxury from both a historical and contemporary perspective. This module provides the knowledge and conceptual framework required to understand the different types of luxury in society taking both a business and consumer view, in doing so you will also explore how changing marketing dynamics are impacting the marketing, experience and consumption of luxury.