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Courses / Modules / MANG6440 Luxury Marketing

Luxury Marketing

When you'll study it
Semester 2
CATS points
ECTS points
Level 7
Module lead
Cheng Chen

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.

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