Luxury Consumers and Consumption Behaviour in Experiential Luxury (5 cr)

Evaluation scale

H-5

Schedule

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.

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.

Materials

To be announced at the beginning of the course.

Teaching methods and instruction

Online teaching

Internationality

International learning material.

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.

Assessment methods

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