Leading Experiential Luxury Business and Marketing - Study guide

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

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)

* 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

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.

Online course, meetings via Zoom two times a week
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.

Course materials
To be announced at the beginning of the course

English

13.01.2025 - 14.03.2025

Assignments Max 100p 1. dl March 3rd assignment #1 Media review 15 p 2. dl Jan 29th assignment #2 CSR analysis 10p 3. dl March 10th assignment #3 Marketing plan 45p 4. dl March 13th multiple choice quiz 30p

02.01.2025 - 10.01.2025

Weekly plan
Week 1.
Tue 14.1. Course introduction, program and instructions to assignment #1 Media review
Thu 16.1. Class workshop: what is luxury

Week 2.
Tue 21.1. Luxury business characteristics & Global luxury market
Thu 23.1. Sustainable management and CSR in the luxury industry + instructions to assignment #2 CSR analysis

Week 3.
Tue 28.1. Online team working: CSR analysis (assignment #2)
Thu 30.1. Online team presentations: CSR analysis (assignment #2)

Week 4.
Tue 4.2. Uniqueness of luxury marketing
Thu 6.2. Instructions and team working: assignment #3 Marketing plan

Week 5.
Tue 11.2. Elements and characteristics of experiential luxury marketing
Thu 13.2. Elements and characteristics of experiential luxury marketing

Week 6.
Tue 25.2. Employee skills and competencies in the luxury business
Thu 27.2. Leadership in the luxury business

Winter break

Week 7.
Tue 4.3. Luxury business models
Thu 6.3. Class activity: Media review assignment #1 presentations & discussion sessions

Week 8.
Tue 11.3. Marketing plan assignment #3 presentations
Thu 13.3. Multiple choice quiz test, Moodle

RE4HA3
ONLINE
RE4PC2

Mia Tarhanen, Terhi Oksanen-Alén

15 - 60

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

RESTO Hospitality and Tourism Management

0.00 cr

H-5