Luxury Marketing Course

Lesson 1 • Global Luxury Industry Overview

Surveys major luxury sectors—fashion, watches, jewelry, hospitality, automotive, and spirits. Establishes industry scale and competitive landscape awareness.

Lesson 2 • The Luxury Spectrum and Tiers

Maps the continuum from accessible luxury to ultra-high-net-worth exclusivity. Enables precise brand positioning within the spectrum.

Lesson 3 • Defining Luxury Across History

Traces luxury from ancient patronage to modern industry, revealing how scarcity and desire evolved. Grounds all subsequent analysis in historical context.

Lesson 4 • Core Attributes of Luxury Goods

Identifies the six defining attributes: rarity, craftsmanship, heritage, aesthetics, price premium, and exclusivity. Provides a diagnostic checklist for brand evaluation.

Lesson 1 • Emerging Affluent Consumer Segments

Identifies rising segments: HENRYs, digital natives, and sustainability-driven buyers. Positions students to anticipate future demand shifts.

Lesson 2 • Motivations Behind Luxury Consumption

Examines hedonic, social, and self-expressive motivations driving luxury purchase. Links consumer psychology to brand positioning decisions.

Lesson 3 • Cultural and Generational Differences

Analyzes how culture and generation reshape luxury values and expectations. Prepares students to adapt strategies across diverse markets.

Lesson 4 • Luxury Consumer Typologies

Profiles key archetypes: traditionalists, new money, connoisseurs, and experience seekers. Enables targeted messaging and product development.

Lesson 1 • Heritage, Storytelling, and Mythology

Explores how luxury brands leverage history and narrative to create emotional authority. Teaches techniques for crafting and sustaining brand mythology.

Lesson 2 • Anatomy of a Luxury Brand

Deconstructs brand identity into vision, values, personality, and codes. Provides a replicable architecture for brand-building exercises.

Lesson 3 • Brand Architecture in Luxury Groups

Examines house-of-brands vs. branded-house models within luxury conglomerates. Clarifies how portfolio decisions protect individual brand equity.

Lesson 4 • Managing Brand Equity Over Time

Identifies threats to luxury brand equity—overexposure, counterfeiting, inconsistency—and mitigation tactics. Builds long-term brand stewardship skills.

Lesson 1 • The Economics of Luxury Pricing

Explains Veblen effects, price-quality signaling, and demand inelasticity in luxury. Establishes the economic rationale for premium pricing decisions.

Lesson 2 • Pricing Architecture and Range Design

Structures entry, core, and icon price tiers to maximize reach without dilution. Teaches range design that serves both aspiration and exclusivity.

Lesson 3 • Price Increases and Value Communication

Examines how luxury brands execute price increases without consumer backlash. Teaches value narrative techniques that justify premium pricing.

Lesson 4 • Global Pricing and Gray Market Control

Addresses cross-border price harmonization and gray market arbitrage risks. Equips students to design globally consistent pricing policies.

Lesson 1 • Omnichannel Integration in Luxury

Reconciles physical and digital channels into a seamless, brand-consistent client experience. Addresses the tension between exclusivity and digital accessibility.

Lesson 2 • Selective Distribution Principles

Defines criteria for retail partner selection and channel exclusivity in luxury. Connects distribution decisions directly to brand equity protection.

Lesson 3 • Flagship Store Design and Atmospherics

Examines how physical space communicates brand identity through design, scent, and sound. Teaches the principles of luxury retail atmospherics.

Lesson 4 • Travel Retail and Pop-Up Channels

Analyzes duty-free, airport, and temporary retail as strategic brand touchpoints. Teaches how to maintain brand standards in non-permanent formats.

Lesson 1 • Integrated Communication Planning

Synthesizes all channels into a coherent annual communication calendar. Students produce a multi-channel plan with budget allocation and KPI frameworks.

Lesson 2 • Luxury Communication Principles

Establishes the rules of luxury communication: show don't tell, emotion over information, restraint. Differentiates luxury tone from mass-market advertising.

Lesson 3 • Influencer and Ambassador Strategy

Defines criteria for selecting brand ambassadors and influencers aligned with luxury values. Teaches contract, content, and relationship management for luxury partnerships.

Lesson 4 • Print, Film, and Editorial Campaigns

Analyzes the craft of luxury advertising across traditional media formats. Teaches creative brief writing and campaign evaluation for luxury contexts.

Lesson 1 • The Digital Paradox in Luxury

Examines the tension between digital ubiquity and luxury exclusivity. Frames digital as a dream-building tool rather than a mass-reach channel.

Lesson 2 • E-Commerce and Digital Sales in Luxury

Designs luxury-appropriate online shopping experiences that replicate in-store service. Addresses packaging, delivery, and returns as brand touchpoints.

Lesson 3 • Data, Personalization, and Privacy

Applies first-party data to hyper-personalize luxury client communications. Balances personalization with privacy expectations of high-net-worth clients.

Lesson 4 • Content Creation and Curation Standards

Defines luxury-grade content standards: production quality, aesthetic consistency, and narrative depth. Builds editorial planning and content governance skills.

Lesson 1 • Strategic Planning and Brand Governance

Synthesizes brand vision, market data, and competitive intelligence into a strategic plan. Establishes governance structures that protect brand decisions long-term.

Lesson 2 • Geographic Expansion into New Markets

Designs market entry strategies for emerging luxury markets with cultural adaptation. Balances global brand consistency with local market relevance.

Lesson 3 • Brand Extension and Licensing Strategy

Evaluates when and how luxury brands extend into adjacent categories. Teaches licensing governance to prevent equity dilution through overextension.

Lesson 4 • Innovation and Product Development

Balances tradition with innovation in luxury product pipelines. Teaches stage-gate processes adapted for luxury craftsmanship constraints.