Luxury Marketing

AY2024/2025 Semester 2

The purpose of this course is to prepare you for future marketing positions in the luxury goods and services sector by exposing you to the nuances of marketing practice and the contemporary marketing challenges in this exciting and growing sector. This course is designed for any student who has an interest in pursuing a luxury marketing career and is eager to learn the finer aspects of luxury marketing in an applied, experiential manner. Through a series of case studies, interactions with industry guest speakers, participation in industry events, and a company-sponsored term project on a real-life luxury marketing problem, you will gain valuable knowledge of how luxury sector companies implement effective marketing strategies, and you will acquire useful skills that will enable you to confidently seek jobs with luxury companies. Even if you do not end up working in the luxury sector, the knowledge of affluent/lifestyle marketing that you will acquire from this course will benefit you in marketing or marketing-related jobs in various other sectors.