The course will focus on presenting, illustrating and discussing the specific rules of luxury brand management.
Your class activities will include presentations from the professor and from guest speakers, case studies, workshops and participants groups’ presentations.
In order to apply the concepts covered in class to a real case in the luxury industry, you will analyze in groups a luxury brand of your choice.
Each session will develop a specific aspect of designing concepts for hotels and Food & Beverage businesses:
1. Fundamentals- What is luxury?
2. Strategy- Facets of Luxury Today
3. People- Luxury Consumers Motives and Behaviours
4. Brand- Developing Luxury Brand Equity
5. Communication - Communication in Luxury
6. Trends- Brand Authenticity and New Trends in Hospitality
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