Leading Experiential Luxury Business and Marketing (5cr)

Intro

You are warmly invited! Join us and elevate your understanding of luxury to new heights. Our course offers an essential understanding of luxury business while gaining profound insights into the holistic realm of luxury marketing. Unlock the secrets behind crafting luxury experiences that resonate with discerning clientele. Learn about the organizational culture and the pivotal role of employees in the creation of unique products and services. This course is designed to evaluate sustainability management and operations, ensuring that luxury isn't just about opulence but also about responsibility and longevity.

Learning objectives

After completing the course the student can:
1. apply the basics of luxury business and evaluate the operational environment
2. understand the holistic nature of luxury marketing
3. evaluate the construction of an experiential luxury in the operational environment and as part of the global business
4. recognize the meaning of organizational culture and employees in luxury business
5. evaluate sustainability management and operations

Contents

* Luxury business characteristics
* Global luxury market
* Luxury business models
* Uniqueness of luxury marketing
* Elements and characteristics of experiential luxury
* Employee skills and competencies in the luxury business
* Leadership in the luxury business
* Sustainable luxury management
* CSR in the luxury industry

Starting level and linkage with other courses

No pre-requirements.

The course is linked with the following courses:
1. Luxury consumers and consumption behavior with experiential luxury (5-ECTS) and
2. Evolving luxury and the future of luxury (5-ECTS)

Assessment criteria - grade 1

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.

The student is familiar with the fundamentals of the luxury business and its operational landscape. The student has a basic understanding of the nature of luxury marketing. The student understands what experiential luxury entails in the operational environment and within the context of global business. The student can list different types of work positions in the luxury industry. The student can name some practical sustainability efforts in sustainable luxury operations.

Assessment criteria - grade 3

The student (in addition to the previous) understands the basics of the luxury business and can evaluate the operational environment. The student has a good understanding of the holistic nature of luxury marketing. The student can evaluate the construction of experiential luxury in the operational environment and as part of global business. The student can describe organizational culture in the luxury business. The student can describe the key areas of sustainability management and operations.

Assessment criteria - grade 5

The student (in addition to the previous) can analyze the basics of the luxury business and evaluate the operational environment thoroughly. The student has an excellent understanding of the holistic nature of luxury marketing. The student can evaluate in depth the construction of experiential luxury in the operational environment and as part of global business. The student can recognize the significance of organizational culture and employees in the luxury business. The student can critically assess sustainability management and operations in the luxury business.