Introduction to Luxury Brand Management

Introduction to Luxury Brand Management, available at $44.99, has an average rating of 4.35, with 6 lectures, based on 130 reviews, and has 396 subscribers.

You will learn about Understand what is a luxury brand and how it is different from a mass brand Know 5 types of luxury brands consumers Define 7P of Marketing Mix and how luxury brands adapt to them Name core trends influencing luxury industry and their consequences for luxury brands Name core luxury brands in fashion, cosmetics and other industries Give real-live examples from the luxury industry to all of the above points This course is ideal for individuals who are People passionate about premium and luxury brands or People planning to set up their own premium/luxury brand or People interested in new consumer trends or Management students and graduates (including those considering career in premium/luxury sector) or Fashion and design students/designers wanting to broaden their marketing knowledge or Marketing specialists or Medium-level managers or Brand/Marketing managers looking for inspiration about brand&marketing strategies It is particularly useful for People passionate about premium and luxury brands or People planning to set up their own premium/luxury brand or People interested in new consumer trends or Management students and graduates (including those considering career in premium/luxury sector) or Fashion and design students/designers wanting to broaden their marketing knowledge or Marketing specialists or Medium-level managers or Brand/Marketing managers looking for inspiration about brand&marketing strategies.

Enroll now: Introduction to Luxury Brand Management

Summary

Title: Introduction to Luxury Brand Management

Price: $44.99

Average Rating: 4.35

Number of Lectures: 6

Number of Published Lectures: 6

Number of Curriculum Items: 6

Number of Published Curriculum Objects: 6

Original Price: €69.99

Quality Status: approved

Status: Live

What You Will Learn

Understand what is a luxury brand and how it is different from a mass brand
Know 5 types of luxury brands consumers
Define 7P of Marketing Mix and how luxury brands adapt to them
Name core trends influencing luxury industry and their consequences for luxury brands
Name core luxury brands in fashion, cosmetics and other industries
Give real-live examples from the luxury industry to all of the above points

Who Should Attend

People passionate about premium and luxury brands
People planning to set up their own premium/luxury brand
People interested in new consumer trends
Management students and graduates (including those considering career in premium/luxury sector)
Fashion and design students/designers wanting to broaden their marketing knowledge
Marketing specialists
Medium-level managers
Brand/Marketing managers looking for inspiration about brand&marketing strategies

Target Audiences

People passionate about premium and luxury brands
People planning to set up their own premium/luxury brand
People interested in new consumer trends
Management students and graduates (including those considering career in premium/luxury sector)
Fashion and design students/designers wanting to broaden their marketing knowledge
Marketing specialists
Medium-level managers
Brand/Marketing managers looking for inspiration about brand&marketing strategies

Have you ever thought what makes luxury products so different from others? What does it take to be a luxury brand? What are the motivations for consumers to buy luxury products? How is luxury changing in this modern, post-pandemic world? How do new technologies and growing consumer scrutiny influence the luxury and premium brands?

We will answer those and many other questions during the course of Introduction to Luxury Brand Management. The course is divided into three parts (Introduction to Luxury, Luxury Marketing and Market trends) and includes dozens of real examples from the world of luxury.

First we will understand what luxury is all about, what it can mean and why is it so difficult to define. We will also speak about key players in the luxury sector worth 300 billion dollars to understand better the industry.

In the second part of the course we will look closely at consumers of luxury brands – their purchase behaviour, which dives into how they shop as well as how much they spend and their preferences for certain products, services and brands. We will also define what are the different motivations to buy luxury products.

Than we will move on to marketing mix – 7 elements of a marketing strategy that need to be develop while managing a luxury product/brand/services. We will analyze each of 7 Ps from the perspective of a luxury brand and consumers’ expectations.

In the third part of the course we will deep dive into trends emerging in the luxury sector. We will define where they come from, how they co-exist in the market and what is the response of luxury brands for such changes.

During the course you will also receive recommendations of reading, movies and websites to follow to further broaden your knowledge on the subject after the course.

To keep it short, after completing this course you will understand what the luxury brands are all about and what are the market trends they will need to adapt to in the near future.

Please not that this course is an introductory course, it does not include activities to be done by students.

Course Curriculum

Chapter 1: Introduction to the course

Lecture 1: Course Structure & Agenda

Chapter 2: Introduction to Luxury

Lecture 1: Introduction to Luxury

Lecture 2: Key Players in the Luxury Sector

Chapter 3: Luxury Marketing

Lecture 1: Consumer Behaviour

Lecture 2: Marketing Mix of Luxury Brands

Chapter 4: Market Trends

Lecture 1: Market Trends

Instructors

Dagmara Riva
Marketing Manager

Rating Distribution

1 stars: 4 votes
2 stars: 3 votes
3 stars: 22 votes
4 stars: 48 votes
5 stars: 53 votes

Frequently Asked Questions

How long do I have access to the course materials?

You can view and review the lecture materials indefinitely, like an on-demand channel.

Can I take my courses with me wherever I go?

Definitely! If you have an internet connection, courses on Udemy are available on any device at any time. If you don’t have an internet connection, some instructors also let their students download course lectures. That’s up to the instructor though, so make sure you get on their good side!

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