Luxury Consumers and Consumption Behaviour in Experiential Luxury - SER020AS3AE - Opinto-opas

Luxury Consumers and Consumption Behaviour in Experiential Luxury, 5 cr - SER020AS3AE

Upcoming implementations

No upcoming implementations yet.

Current implementations

Luxury Consumers and Consumption Behaviour in Experiential Luxury SER020AS3AE-3001 13.01.2025-14.03.2025 5 op (RE4HA3, ...) +-
Teaching methods and instruction

Online teaching

Learning material and recommended literature

To be announced at the beginning of the course.

Teaching language

English

Internationality

International learning material.

Timing

13.01.2025 - 14.03.2025

Learning assignments

Assignments (Asgmt) Max 100p 1. dl 16.1.2025 Pre-asgmt 1 (compulsory) Dreaming of luxury: Canvas working “You as a (luxury) consumer” (indep + team workshop +presentation) 10p 2. dl 25.2 Asgmt 2 Interview+reflection+presentation 45p 3. dl 10.2 Asgmt 3 Reading circle, submission of summary, and own ideas of emerging thesis topics 25p 4. dl 13.3 Multiple choice quiz test 20p NOTE: All assignments have to be completed in order to pass the course. Late submissions may lower the grade.

Enrollment

02.01.2025 - 10.01.2025

Content scheduling

13.1 - 14.3.2025
NOTE: 14 & 16 Jan independent working (guidelines in Moodle undet the Week 1 tab).
21 Jan - 13 March 2025 Zoom online meetings Tuesdays and Thursdays at 14.00 - 16.45.

Please study weekly guidelines for exceptions.
Groups
- RE4HA3
- ONLINE
- RE4PC2
Teachers

Mona Eskola

Seats

15 - 60

Further information

Grades
49p or less =failed 50-59=1 60-69=2 70-79=3 80-89=4 90-100=5

Degree Programme

RESTO Restonomi

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5

Past implementations

No past implementations yet.

After successful completion of the course, the student is able to:
* Is able to understand luxury experiences and consumption in relation to changing societies and analyze the cultural differences.
* Is able to analyze the value creation and co-creation in experiential luxury.
* Is able to identify the difference between service and luxury service and the implications of luxury to the service provider.

Contents
1. Luxury industry and consumption from brands to second-hand luxury purchases and unconventional luxury.
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

“Luxury, to me, is not about buying expensive things; it´s about living in a way where you appreciate things.”- Oscar de la Renta, fashion designer
Contemporary luxury consumers are a diverse group with unique needs and desires. This course will explore the world of luxury experiences and consumption among ultra-high-net-worth individuals to everyday consumption. You’ll learn what luxury means to different people, why they crave luxury, and how to market to this discerning audience. Whether you’re aspiring to work in the luxury industry or simply want to understand luxury consumption, this course is essential to you.

Starting level and linkage with other courses
No pre-requirements. The course is linked with following courses: 1. Evolving Luxury (5 ECTS); 2. Leading Experiential Luxury Business and Marketing (5 ECTS).