Strategic Luxury Brand Management

Learning Outcomes

Knowledge and Understanding

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

• core strategic management and strategy practices, including understanding of the external, global and internal environment of luxury organisations;
• the relevant theories and practices of strategy and how they can be utilised to contribute to luxury business performance;
• 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:

• 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.
• critically evaluate and implement specific concepts and techniques to manage at a strategic level across a range of luxury business scenarios and case studies;

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

• demonstrate advanced level of knowledge of luxury marketing & management issues in luxury;
• develop a critical understanding of luxury globalisation.
• demonstrate a critical understanding of strategic luxury brand management;

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.

• 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.

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)

Resources & Reading list

Internet Resources

Internet Resource.

Internet Resource.

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Journal Articles

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

Journal of Business Research. Journal of Business Research.

Journal of Business Research. Journal of Business Research.

Business Horizons. Business Horizons.

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

Journal of Marketing Communications. Journal of Marketing Communications.

Journal of Brand Management. Journal of Brand Management.

Journal of Marketing. Journal of Marketing.

Journal of Consumer Research. Journal of Consumer Research.

European Journal of Marketing. European Journal of Marketing.

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

Harvard Business Review. Harvard Business Review.

Textbooks

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

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

Heil, O, Langer, D. (2015). Luxury Essentials: Essential Insights and Strategies to Manage Luxury Products. US: Centre of Research on luxury.

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

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

Smilansky, S. (2009). Experiential Marketing. London: Kogan Page.

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

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

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

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

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

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.

Repeat Information

Repeat type: Internal & External