The University of Southampton
Courses

ARTD6146 Strategic Luxury Brand Management

Module Overview

The module aims to review the main concepts, methods and tools which are used in the strategy analysis, formulation and implementation processes. These processes will be applied at a corporate, business and operation level to luxury organisations. The perspective of this module is for a luxury manager to understand the realities and practices of managing and subsequently maximising the overall performance of luxury organisations. The module analyses the key factors and drivers of an organisation’s performance and identifies external and internal changes that may affect performances. Issues such as globalisation, innovation, entrepreneurship as well as leadership and the practice of strategy in a luxury context are considered. The aim of the module is develop the application of key strategic theoretical tools to real-life situations, from a management, organisational and creative context.

Aims and Objectives

Module Aims

The module introduces you to key concepts, tools and frameworks in a strategic management and marketing context. It focuses on the luxury market and explores the key emerging themes impacting the luxury market, and critically assesses their significance in a global luxury context.

Learning Outcomes

Knowledge and Understanding

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

  • The relevant theories and practices of strategy and how they can be utilised to contribute to luxury business performance
  • Core strategic management and strategy practices, including understanding of the external, global and internal environment of luxury organisations
  • The creative and design environment within which luxury brands operate
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Critically evaluate and implement specific concepts and techniques to manage at a strategic level across a range of luxury business scenarios and case studies
  • Identify and analyse strategic opportunities and critically apply the tools and techniques presented to develop coherent and evidence based recommendations in a luxury market context
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Work autonomously as well as with others showing initiative and personal responsibility in a number of contexts,
  • Critically engage with ideas and situations as well as communicate effectively with a range of audiences
Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

  • Demonstrate a critical understanding of strategic luxury brand management
  • Demonstrate advanced level of knowledge of luxury marketing & management issues in luxury
  • Develop a critical understanding of luxury globalisation

Syllabus

• Understanding key theories of strategy and their application to the luxury industry. • Undertaking real life luxury management consultancy projects. • Understanding and investigating opportunities and scenarios available to luxury brands. • Developing strategic management and marketing thinking. • Understanding the macro and micro environment within which luxury brands operate. • Understanding of design and creativity in a luxury context.

Special Features

Students will have the opportunity to participate in the luxury brand trip as well as undertake a consultancy project with key luxury brands. 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)

TypeHours
Independent Study174
Teaching26
Total study time200

Resources & Reading list

Journal of Marketing Communications. Journal of Marketing Communications. ,0 , pp. 0.

Journal of Consumer Research. Journal of Consumer Research. ,0 , pp. 0.

International Journal of Market Research. International Journal of Market Research. ,0 , pp. 0.

Czerniawska, f. & Toppin, G. (2010). The Economist: Business Consulting: A Guide to How it Works and How to Make it Work. 

Keller, K. (2013). Strategic Brand Management: Building, Measuring and Managing Brand Equity. 

Harvard Business Review. Harvard Business Review. ,0 , pp. 0.

European Journal of Marketing. European Journal of Marketing. ,0 , pp. 0.

Chevalier, M. (2012). Luxury Retail Management: How the World's Top Brands Provide Quality Product and Service Support. 

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

Smilansky, S. (2009). Experiential Marketing. 

Internet Resource.

Journal of Brand Management. Journal of Brand Management. ,0 , pp. 0.

Journal of Business Research. Journal of Business Research. ,0 , pp. 0.

Business Horizons. Business Horizons. ,0 , pp. 0.

West, D, Ford, J, & Ibrahim, E. (2015). Strategic Marketing: Creating Competitive Advantage. 

Heil, O, Langer, D. (2015). Luxury Essentials: Essential Insights and Strategies to Manage Luxury Products. 

Internet Resource.

Hoffmann, J, & Coste-Maniere, I. (2011). Luxury Strategy in Action. 

Internet Resource.

Journal of Marketing. Journal of Marketing. ,0 , pp. 0.

Internet Resource.

Journal of Business Research. Journal of Business Research. ,0 , pp. 0.

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

Luxury: History Culture and Consumption. Luxury: History Culture and Consumption. ,0 , pp. 0.

Journal of Fashion Marketing and Management. Journal of Fashion Marketing and Management. ,0 , pp. 0.

Internet Resource.

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

Internet Resource.

Assessment

Formative

Feedback

Summative

MethodPercentage contribution
Consultancy Report  (2500 words) 80%
Group presentation 20%

Repeat

MethodPercentage contribution
Report  (3000 words) 100%

Referral

MethodPercentage contribution
Report  (3000 words) 100%

Repeat Information

Repeat type: Internal & External

Costs

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:

Field Trips

The luxury field trip will be covered within the course fee.

Textbooks

Core texts will be provided as part of the course fee.

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 www.calendar.soton.ac.uk.

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