FMRK 347 Luxury Brand Marketing
The 'Luxury Brand Marketing' course will examine marketing strategies across multiple brand sector with an emphasis on digital marketing, globalization, and innovation. Throughout the course, we will explore what drives the new luxury business models, the global market, and marketing intelligence. Through case studies, research, and guest lecturers, we will analyze the essence of luxury branding, distribution systems, and the critical role of brand image in the digital age. Through this course, students will learn how luxury brands develop, secure, and maintain their desirable reputations. Students will gain insights and critical skills to make decisions about strategic business and how to approach luxury marketing from a global perspective. Lecture. Prerequisites: MRKT 301, Principles of Marketing; WRIT 113, First-Year Academic Writing.