Luxury Consumers and Consumption Behaviour in Experiential Luxury, 5 cr - SER020AS3AE
Course unit language
English
Upcoming implementations
Luxury Consumers and Consumption Behaviour in Experiential Luxury SER020AS3AE-3001 13.01.2025-14.03.2025 5 op(RE4HA3, ...)+-
Teaching language
English
Timing
13.01.2025 - 14.03.2025
Groups
RE4HA3
REE5HA1
RE4PC1
ONLINE
Teachers
Mona Eskola
Seats
20 - 60
Degree Programme
RESTO Restonomi
R&D proportion
0.00 cr
Virtual proportion
0.00 cr
Evaluation scale
H-5
Current implementations
No ongoing implementations yet.
Past implementations
No past implementations yet.
Learning objectives
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
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
Intro
“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
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).