Luxury Goods Marketing Course

Lesson 1 • Luxury Brand Equity Fundamentals

Introduces brand equity as the core asset of any luxury house. Establishes how heritage, craftsmanship, and narrative build long-term value.

Lesson 2 • Global Luxury Market Structure

Maps the major luxury segments, key players, and revenue dynamics worldwide. Connects market structure to strategic positioning decisions.

Lesson 3 • Defining Luxury: Core Concepts

Examines the philosophical, economic, and cultural dimensions of luxury. Provides the conceptual vocabulary needed throughout the entire course.

Lesson 1 • Brand Identity Architecture

Deconstructs the elements that form a coherent luxury brand identity. Connects identity architecture to consistent consumer perception across touchpoints.

Lesson 2 • Luxury Pricing as a Brand Signal

Explores how price functions as a quality cue and exclusivity marker in luxury. Links pricing strategy to brand identity and perceived desirability.

Lesson 3 • Managing Brand Extensions

Evaluates when and how luxury brands can extend into new categories without dilution. Applies identity principles to extension risk assessment.

Lesson 1 • Segmentation Frameworks for Luxury

Applies psychographic, behavioural, and wealth-based segmentation to luxury audiences. Moves beyond demographics to capture the nuanced motivations of luxury buyers.

Lesson 2 • Targeting and Audience Strategy

Translates segmentation insights into actionable targeting decisions across channels. Ensures targeting choices reinforce brand positioning and exclusivity.

Lesson 3 • Customer Lifetime Value in Luxury

Quantifies the long-term revenue potential of luxury client relationships. Establishes CLV as the primary metric guiding acquisition and retention investment.

Lesson 1 • Crisis Communication in Luxury

Prepares students to protect brand reputation during controversies and public scrutiny. Links crisis response strategy to brand identity preservation.

Lesson 2 • Storytelling and Brand Narrative

Teaches narrative construction techniques that build emotional depth and brand mythology. Connects storytelling to long-term brand equity accumulation.

Lesson 3 • The Language and Aesthetics of Luxury

Defines the tonal, visual, and narrative codes that distinguish luxury communication. Establishes aesthetic standards as a non-negotiable brand discipline.

Lesson 4 • Advertising in Luxury Contexts

Analyses how luxury advertising differs from mass-market approaches in form and intent. Guides creative brief development aligned with luxury brand codes.

Lesson 1 • Data and Analytics in Luxury Marketing

Introduces data collection, privacy-conscious analytics, and insight generation for luxury. Connects data strategy to personalisation without compromising client discretion.

Lesson 2 • Social Media Strategy for Luxury

Defines platform selection, content cadence, and community management for luxury brands. Balances reach ambitions with the exclusivity imperative.

Lesson 3 • Luxury Brand Presence Online

Establishes the principles governing a luxury brand's digital footprint and website experience. Connects online presence standards to offline brand perception.

Lesson 4 • Influencer and Ambassador Marketing

Evaluates influencer tiers and selection criteria specific to luxury brand values. Distinguishes ambassador programmes from transactional influencer campaigns.

Lesson 1 • After-Sales Service and Loyalty

Examines how post-purchase service sustains client relationships and brand trust. Connects after-sales excellence to lifetime value and word-of-mouth advocacy.

Lesson 2 • The Luxury Boutique as Brand Theater

Analyses how store design, sensory elements, and staff choreography create brand immersion. Positions the boutique as the most powerful brand communication tool.

Lesson 3 • Client Relationship Management

Builds the skills to develop deep, personalised relationships with high-value clients. Links CRM practices to retention, upselling, and referral generation.

Lesson 1 • Fashion Weeks and Trade Showcases

Analyses the role of industry showcases in shaping brand perception and press coverage. Prepares students to plan and leverage seasonal show moments strategically.

Lesson 2 • Strategic Brand Collaborations

Evaluates collaboration models between luxury brands and artists, designers, or other sectors. Applies brand identity criteria to partnership selection and execution.

Lesson 3 • Public Relations and Media Relations

Builds skills in earned media strategy, press relationship management, and editorial placement. Connects PR outcomes to brand authority and desirability metrics.

Lesson 4 • Luxury Event Strategy and Design

Covers the strategic rationale and creative execution of luxury brand events. Connects event design to brand narrative reinforcement and client relationship deepening.

Lesson 1 • Setting Objectives and KPIs

Translates business ambitions into measurable marketing objectives and success metrics. Ensures KPIs reflect luxury-specific value drivers beyond short-term sales.

Lesson 2 • Strategic Audit of a Luxury Brand

Applies analytical frameworks to assess a luxury brand's current market position and health. Produces a structured situation analysis as the foundation for strategy.

Lesson 3 • Budget Management and ROI in Luxury

Addresses the unique challenge of justifying brand investment with long-horizon returns. Equips students to build and defend luxury marketing budgets to senior stakeholders.

Lesson 4 • Strategy Presentation and Stakeholder Buy-In

Develops the communication skills needed to present and defend a luxury marketing strategy. Prepares students for real-world executive and board-level presentations.