Luxury Consumers and Consumption BehaviorLaajuus (1 cr)

Learning objectives

After successful completion of the course, the student is able to:
1. differentiate luxury consumers and their consumption in relation to changing societies
2. evaluate the factors that may affect consumer’s understanding of luxury
3. interpret luxury consumers’ consumption behavior
4. recognize what kinds of value consumers are searching for in luxury consumption

Contents

1. Luxury industry and consumption from brands to second-hand luxury purchases
2. Luxury online
3. Conspicuous, inconspicuous, and hedonic consumption in luxury
4. Heterogeneity of luxury consumers
5. Luxury value structures
6. Luxury consumption as a lifestyle - brands as multisensorial and emotional drivers of experiences

Starting level and linkage with other courses

No pre-requirements. The course is linked with following courses: 1. Evolving concept of Luxury 2. Luxury consumers and consumption behavior 3. Luxury Business 4. Sustainable Luxury 5. Consumer trends in the Luxury industry

Implementation methods, demonstration and Work&Study

Non stop, self -paced online studies on Moodle platform. Individual learning tests.

Assessment criteria, approved/failed

When the implementation type of the course is CONTACT, ONLINE or BLENDED it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25 %, your grade will be lowered by one. If you are absent more than 50 %, the course is failed.

Approved: The student demonstrates a clear understanding of the evolvement of luxury consumption and successfully distinguishes between perspectives on luxury industry and consumption. The student can name different luxury consumption models by evaluating the value structures with luxury consumption. The student effectively describes the factors that may affect luxury consumption and identifies the heterogeneity of luxury consumer desires. The student exhibits an ability to recognize and name multisensorial and emotional drivers in marketing that luxury brands are aiming to target.

Failed: The student demonstrates a deficiency in defining luxury consumption models. The student cannot name the forces influencing luxury consumption. The student fails to recognize the different forms of luxury value structures. The student encounters challenges in comprehending the factors that may affect luxury consumption and the diverse desires of luxury consumers. The student cannot define luxury brands and their marketing attributes in different contexts. A more precise and comprehensive understanding of luxury consumers and consumption is necessary.

Learning materials

Digital material provided on the Moodle platform