Course Description

Course Name

Creating and Developing Luxury Brands

Session: VPRU3122

Hours & Credits

3 US Credits

Prerequisites & Language Level

MKTG130 Principles of Marketing

Taught In English

  • There is no language prerequisite for courses at this language level.

Overview

COURSE DESCRIPTION:
The latest theories and cutting-edge thinking are introduced with interactivity to enable students to work with real issues faced by today's leading as well as niche high luxury brands. Workshop sessions will follow lectures sessions. Student and professor?s own cases will provide workshop sessions. Groups will at times be required to prepare workshop analysis in advance. Videos and video interviews will be provided to reinforce lessons learned.
 
COURSE OBJECTIVES:
The course is very research-driven and prepares students to enter the workplace with knowledge and skills that can be immediately applied.
 
EXPECTED LEARNING OUTCOMES:
At the end of the course the student will have a better grasp of how to:
1. How to add value to a struggling brand.
2. Create a competitive, sustainable and ethical B2C high luxury brand concept that can succeed in leading markets.
3. Create a Brand Plan (not the same as a Marketing Plan).
4. Prepare a newsworthy Press Release and brand content strategy
 
MANDATORY TEXTBOOK:
Kapferer & Bastien, "The Luxury Strategy" (Dec 2012) Kogan Page 2nd Ed ISBN -13 9780749464912
 
EVALUATIONS:
The final mark will be based on Attendance 15%, Class Participation 15%, Group work 50% and individual strategy proposals 20%. Please note that the Final Project provides the leading grade and is based on the process of in-depth market and consumer research, trend and competitor analysis using brand tools provided, as well as the proposed unique brand concept derived as a result of this analysis. The press release serves as a simple guide to assessing the newsworthiness and originality of the concept. No grade is given for ?good ideas? that are not grounded in research. Grades are deducted for absences. No final exam is given. This is a research project for mature students and is based on the real world as is required in real life.

*Course content subject to change