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The University of Southampton

ARTD6145 Principles of Luxury Brand Management and Marketing

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

Module Aims

• to understand the key concepts and principles of luxury brand management and marketing; • to understand the relevant environmental factors impacting the luxury market; • to develop knowledge of theory and practice of luxury management and marketing.

Learning Outcomes

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.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • analyse both internal and external factors impacting the luxury markets, nationally, internationally and globally;
  • demonstrate understanding of co-ordinating the marketing mix.
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.
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.


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

Special Features

Students will have the opportunity to participate in the luxury brand study trip. Guest lectures delivered by luxury industry and academic experts are normally included in this module where possible.

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)

Independent Study174
Total study time200

Resources & Reading list

Internet Resource.

Armitage, J & Roberts, J. (2016). Critical Luxury Studies: Art, Design & Media. 

Kapferer, J.N. & Bastien, V. (2012). Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. 

Journal of Consumer Research. Journal of Consumer Research. .

Journal of Business Research. Journal of Business Research. .

Sudjic, D. (2008). The Language of Things. 

Internet Resource.

Harvard Business Review. Harvard Business Review. .

Journal of Fashion Marketing and Management. Journal of Fashion Marketing and Management. .

Internet Resource.

Internet Resource.

Bott, Daniele (2007). Chanel: Collection and Creations. 

Hoffmann, J, & Coste-Maniere. I. (2012). Global Luxury Trends: Innovative Strategies for Emerging Markets. 

Business Horizons. Business Horizons. .

Journal of Marketing. Journal of Marketing. .

Journal of Brand Management. Journal of Brand Management. .

Internet Resource.

Smilansky, S (2009). Experiential Marketing. 

International Journal of Market Research. International Journal of Market Research. .

Luxury: History Culture and Consumption. Luxury: History Culture and Consumption. .

Journal of Business Research. Journal of Business Research. .

European Journal of Marketing. European Journal of Marketing. .

Internet Resource.

Ricca, M. & Robin, R. (2012). Meta-luxury: Brand and the Culture of Excellence. 

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

Journal of Marketing Communications. Journal of Marketing Communications. .



Peer Group Feedback


MethodPercentage contribution
Essay  (1000 words) 30%
Report  (2000 words) 70%


MethodPercentage contribution
Essay  (1000 words) 30%
Report  (2000 words) 70%


MethodPercentage contribution
Report  (3000 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Core texts will be provided as part of the course fee. Other recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase these texts as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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