Module overview
This module consists two components: strategic branding and luxury marketing. It focuses on the nature of competitiveness in a global context. It offers students the opportunity to understand a fundamental branding strategy and luxury marketing management. The emphasis is on exploring the role of branding and the development of a brand through strategic marketing and highlights the performance of a brand in the value competition.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- The strategies used in the management of brand/luxury brand – both functional and symbolic.
- The concept of brand equity, brand performance and key principles of strategic brand management.
- 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:
- Identify, develop and apply marketing principles in the context of the luxury brand industry.
- Apply marketing theories to real life brand management.
- Critically evaluate brand strategy and make effective suggestions for companies.
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- Analyse visual content and brand management strategies.
Subject Specific Practical Skills
Having successfully completed this module you will be able to:
- Recognise and respond to complex challenges in the management of brands.
- Explain luxury related marketing concepts clearly and to critically apply these to the different types of customer and issues such as gender, identity, and aspiration.
- Make recommendations to overcome and avoid specific brand challenges and threats.
Syllabus
- The value of brand, brand concepts and brand elements.
- Branding and brand management
- Strategic branding steps
- 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
Learning and Teaching
Teaching and learning methods
Teaching and learning methods include:
Lectures, interactive case studies, directed reading, class discussion, project assignment, and private/guided study
Type | Hours |
---|---|
Teaching | 24 |
Independent Study | 126 |
Total study time | 150 |
Resources & Reading list
General Resources
Recommended Journal:. • Journal Retailing • Journal of Consumer Research • Journal of Marketing • Harvard Business Review • Journal of Marketing Management • European Journal of Marketing • Journal of Brand Management • Journal of Business Research • Journal of Product and Brand Management
Textbooks
Wiedmann, K.P. & Hennigs, N. (2013). Luxury Marketing - A Challenge for Theory and Practice. Springer.
Batat, W. (2019). The New Luxury Experience: Creating the Ultimate Customer Experience. Springer.
Chevalier, M. Mazzalovo, G. (2012). Luxury Brand Management: A World of Privilege. John Wiley & Sons.
Kapferer, J. (2012). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. London: Kogan Page.
Kapferer, J. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. London: Kogan-Page.
Keller, K.L (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Harlow: Pearson.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Class discussionsSummative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Coursework | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Coursework | 100% |
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.
Method | Percentage contribution |
---|---|
Coursework | 100% |
Repeat Information
Repeat type: Internal & External