Introduction to Luxury Brand Management

Fundamentals of Luxury Branding, Marketing Mix, Consumer Bahavior and Consumer Trends

Created by: Dagmara Riva
Marketing Manager

What Will I 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

Requirements

• No particular experience/knowledge is needed to take this coourse. Basic marketing knowledge wil be helpful but is not a must.

Target audience

• 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