MANG6333 Luxury Marketing
Module Overview
The focus of this module is on the specific nature of marketing within the dynamic and growing luxury industry. The emphasis is on the nature of luxury, its tradition and positioning, luxury consumer behaviour and luxury brand management within a global context. This module will also look at the essential role of marketing in new product development and the particular role of digital channels within and integrated communications strategy.
Aims and Objectives
Module Aims
to provide the knowledge and conceptual framework required to understand the different types of luxury from consumer perspective, in doing so you will also be exploring the meaning of luxury, the heritage of luxury and the consumption of luxury.
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the role marketing plays within the luxury sector;
- the nature and behaviour of the luxury customer and its segmentation.
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- evaluate alternative strategies and develop a course of action based on a rational consideration of the choices available;
- identify, develop and apply marketing principles in the context of the luxury brand industry.
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- evaluate the applicability of academic/abstract models/theories/frameworks to contextualised marketing problems.
Subject Specific Practical Skills
Having successfully completed this module you will be able to:
- explain luxury related marketing concepts clearly and to critically apply these to the understanding of different types of customer and issues such as gender, identity, and aspiration;
- apply analytic skill in luxury marketing, such as luxury consumer behaviour, luxury in the digital age….etc.
Syllabus
The topics covered will include: • The history & tradition) and development of luxury as a social and commercial phenomenon • Understanding the luxury consumer - tribes, status, culture etc as segmentation drivers • Developing and managing symbolic, functional and experiential brand attributes • International marketing management of Luxury brands • Marketing ethics, social responsibility and sustainability within the luxury sector • The role of marketing in Luxury NPD
Learning and Teaching
Teaching and learning methods
Teaching methods include: • Lectures exploring the problems and concepts • Discussion sessions explored in context • Guided independent study Learning activities include: • Case study/problem solving activities • Guided private study
| Type | Hours |
|---|---|
| Independent Study | 63 |
| Teaching | 12 |
| Total study time | 75 |
Resources & Reading list
Ricca, M (2012). Meta-luxury: Brands and the Culture of Excellence.
Journal of Fashion Marketing and Management. Journal
Kapferer, Jean-Noël (2012). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands.
Okonkwo, U (2007). Luxury Fashion Branding: Trends, Tactics, Techniques.
Journal of Product and Brand Management. Journal
Chevalier, M., Mazzalovo, G (2012). Luxury Brand Management: A World of Privilege.
Journal of Business Research. Journal
Silverstein. M., et al (2008). Trading Up: Why Consumers Want Luxury Goods and How Companies Create Them.
Journal of Brand Management. Journal
European Journal of Marketing. Journal
Wiedmann, K.P. & Hennigs, N. (2013). Luxury Marketing - A Challenge for Theory and Practice.
Danziger, P (2004). Why People Buy Things They Don't Need: Understanding and Predicting Consumer Behavior.
Assessment
Formative
Class discussions
Summative
| Method | Percentage contribution |
|---|---|
| Essay (2000 words) | 100% |
Repeat
| Method | Percentage contribution |
|---|---|
| Essay (2000 words) | 100% |
Referral
| Method | Percentage contribution |
|---|---|
| Essay (2000 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:
Textbooks
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.
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.