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Luxury Brand Management-M-

Traditional marketing principles do not equally to luxury brands. Rather than driving sales at any price, marketing luxury goods requires specific principles to enhance and preserve the image of finest quality, exclusiveness, and hedonic value. This course is designed to sharpen your knowledge in marketing by contrasting traditional versus luxury-specific marketing principles. Specifically, by the end of this course you will be equipped with 30 key insights into luxury brand management that cover: " Defining luxury " Understanding the characteristic of the luxury goods market " Luxury consumption motives " Product management for luxury goods " Pricing of luxury goods " Communication of luxury goods " Distribution of luxury goods
Kurs ID
Art des Kurses
MSc Kurs
FS 2022
apl. Prof. Dr. Tim Oliver Brexendorf
Bitte beachten Sie, dass AustauschstudentInnen im BSc-Programm der WHU eine höhere Anzahl an Credits erwerben als hier aufgeführt. Für weitere Informationen wenden Sie sich bitte direkt an das [International Relations Office].
A variety of concepts and theories from the areas of luxury goods and brand management.
Kapferer, J.-N./Bastien, V. (2012): The Luxury Strategy – Break the Rules of Marketing to Build Luxury Brands, 2nd ed., London et al.: Kogan Page. Kapferer, J.-N./Kernstock, J./Brexendorf, T.O./Powell, S.M., (2018): Advances in Luxury Brand Management, London: Palgrave.
15% Insight presentation
35% Case study presentation
50% Take-home exam
Basic Marketing Knowledge
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