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The University of Southampton

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

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.


• 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.

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

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

Internet Resource.

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

Internet Resource.

Internet Resource.

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

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

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

Business Horizons. Business Horizons. .

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

Journal of Business Research. Journal of Business Research. .

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

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

European Journal of Marketing. European Journal of Marketing. .

Internet Resource.

Internet Resource.

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

Journal of Brand Management. Journal of Brand Management. .

Internet Resource.

Journal of Marketing Communications. Journal of Marketing Communications. .

Journal of Business Research. Journal of Business Research. .

Journal of Consumer Research. Journal of Consumer Research. .

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

Harvard Business Review. Harvard Business Review. .

Journal of Marketing. Journal of Marketing. .

Smilansky, S. (2009). Experiential Marketing. 

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

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





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


MethodPercentage contribution
Report  (3000 words) 100%


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:

Field Trips

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


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.

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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