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.
Aims and Objectives
Learning Outcomes
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- demonstrate understanding of co-ordinating the marketing mix.
- analyse both internal and external factors impacting the luxury markets, nationally, internationally and globally;
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- plan, develop and run strategic luxury marketing campaigns;
- demonstrate a critical understanding of contemporary luxury marketing related issues.
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- a critical understanding of the theory and practice of luxury brand marketing;
- the ever changing luxury environment within which luxury brands operate.
Disciplinary Specific Learning Outcomes
Having successfully completed this module you will be able to:
- demonstrate advanced level of knowledge of relevant communication tools, including digital platforms as well as others relevant to the luxury sector.
Syllabus
Understanding the key concepts and principles of luxury brand management and marketing
Understanding the concepts of luxury segmentation, targeting and positioning
Organising marketing activities
Planning strategic level marketing activities/marketing communications campaigns
Administering the marketing budget
Strategic application of digital and social media in the luxury environment
Learning and Teaching
Teaching and learning methods
Teaching methods include:
- Lectures
- Tutorials/Seminars
- Case studies
- Class discussions
- Presentations
- Group surgeries
Learning activities include:
- Case studies
- Role play
- In-class discussions
- Independent learning (this will involve independent reading, analysis of key concepts, theories, case studies, undertaking research into key topics, guided reading)
| Type | Hours |
|---|---|
| Independent Study | 174 |
| Teaching | 26 |
| Total study time | 200 |
Resources & Reading list
Internet Resources
Journal Articles
Business Horizons. Business Horizons.
Journal of Fashion Marketing and Management. Journal of Fashion Marketing and Management.
Journal of Consumer Research. Journal of Consumer Research.
Journal of Marketing. Journal of Marketing.
European Journal of Marketing. European Journal of Marketing.
Journal of Marketing Communications. Journal of Marketing Communications.
Harvard Business Review. Harvard Business Review.
International Journal of Market Research. International Journal of Market Research.
Journal of Business Research. Journal of Business Research.
Luxury: History Culture and Consumption. Luxury: History Culture and Consumption.
Journal of Brand Management. Journal of Brand Management.
Journal of Business Research. Journal of Business Research.
Textbooks
Okonkwo, U. (2007). Luxury Fashion Branding: Trends, Tactics, Techniques. London: Palgrave Macmillan.
Armitage, J & Roberts, J. (2016). Critical Luxury Studies: Art, Design & Media. Edinburgh: Edinburgh University Press.
Sudjic, D. (2008). The Language of Things. London: Penguin Books.
Bott, Daniele (2007). Chanel: Collection and Creations. London: Thames and Hudson Ltd..
Smilansky, S (2009). Experiential Marketing. London: Kogan Page.
Kapferer, J.N. & Bastien, V. (2012). Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. London: Kogan Page.
Hoffmann, J, & Coste-Maniere. I. (2012). Global Luxury Trends: Innovative Strategies for Emerging Markets. London: Palgrave Macmillan.
Ricca, M. & Robin, R. (2012). Meta-luxury: Brand and the Culture of Excellence. London: Palgrave Macmillan.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Portfolio Peer Group FeedbackSummative
This is how we’ll formally assess what you have learned in this module.
| Method | Percentage contribution |
|---|---|
| Portfolio | 70% |
| Portfolio | 30% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Portfolio | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
| Method | Percentage contribution |
|---|---|
| Portfolio | 70% |
| Portfolio | 30% |
Repeat Information
Repeat type: Internal & External