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Luxury Brand Management

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
Course code
MKT606
Course type
MSc Course
Weekly Hours
2,5
ECTS
5.0
Term
FS 2021
Language
Englisch
Lecturers
apl. Prof. Dr. Tim Oliver Brexendorf
Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the International Relations Office.
Chapter 1 - Understanding Luxury
Chapter 2 - The Luxury Market
Chapter 3 - Luxury Brand Identity
Chapter 4 - Creating Luxury
Chapter 5 - Pricing Luxury
Chapter 6 - Communicating Luxury
Chapter 7 - Selling and Representing Luxury
Date Time
Wednesday, 10.03.2021 13:45 - 18:45
Wednesday, 17.03.2021 13:45 - 18:45
Tuesday, 23.03.2021 15:30 - 18:45
Wednesday, 24.03.2021 13:45 - 18:45
Monday, 29.03.2021 13:45 - 18:45
Wednesday, 31.03.2021 13:45 - 18:45
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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