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Catherine Cheung, Ph.D.
Learn strategies and skills for managing luxury brands within the hotel and tourism industry. You will analyze the essence of a luxury brand and learn marketing techniques and trends to better position your services. You will learn how luxury brands are created and how to properly communicate the value of your brand.
Concepts and applications will be introduced through textbooks, selected journal articles and field visits.
Note that this course is priced at USD $278.
Register for this course and see more details by visiting:
OpenCourser.com/course/ojyt9h/luxury
What's inside
Learning objectives
- Evaluate and discuss the essence of luxury brand management. address the brand potential that exists in luxury activities, and how luxury-goods businesses should be conducted on a daily basis
- Analyze and critic the specificities of luxury goods marketing, the long term trends in the luxury industry and the changing shape and definition of the luxury sector
- Analyze and evaluate luxury brand management research journals
- Identify luxury brand and experience problems within the hotel and tourism context, and apply research skills and techniques to solve these problems
- Analyze and appraise related numerical and graphical data regarding managing luxury brand and experience, and develop solutions for industry practitioners
- Evaluate and discuss the essence of luxury brand management. address the brand potential that exists in luxury activities, and how luxury-goods businesses should be conducted on a daily basis
- Analyze and critic the specificities of luxury goods marketing, the long term trends in the luxury industry and the changing shape and definition of the luxury sector
- Analyze and evaluate luxury brand management research journals
- Identify luxury brand and experience problems within the hotel and tourism context, and apply research skills and techniques to solve these problems
- Analyze and appraise related numerical and graphical data regarding managing luxury brand and experience, and develop solutions for industry practitioners
Syllabus
Week 1: Essence of the Luxury Industry Evaluate and discuss the essence of luxury brand management
Week 2: Luxury Brand Power and Lifecycle Address the brand potential that exists in luxury activities, and how luxury-goods businesses should be managed
Read more
Syllabus
Week 1: Essence of the Luxury Industry Evaluate and discuss the essence of luxury brand management
Week 2: Luxury Brand Power and Lifecycle Address the brand potential that exists in luxury activities, and how luxury-goods businesses should be managed
Read more
Week 3: The Luxury Client Analyse critically the behaviour of luxury clientele and the long-term trends in the luxury market. Identify major research areas and issues, analyse and evaluate the literature on luxury brand management
Week 4: Luxury Brand Identity Understand brand DNA and Codes of luxury brands through case studies
Week 5: International Distribution and Retailing of LuxuryAnalyse the trends and systems of international distribution and retailing of luxury brands, and the impact of technology on these trends and systems
Week 6: Managing Luxury Brand Creation, Communication and SustainabilityBrand creation, communication and sustainability in the hospitality and tourism industry
Week 7: Luxury Management in the Fashion and Lifestyle SectorCase studies for luxury management in the fashion industry
Week 8: Luxury Management in the Hospitality IndustryCase studies for luxury management in the hospitality industry
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Explores the business of luxury activities and how brands within the industry operate
Examines the nature of luxury brands and the luxury clientele
Develops and analyzes luxury brand research journals
Investigates case studies in luxury management within various sectors
Analyzes and solves problems related to luxury brands and experiences within the hotel and tourism industry
Assesses numerical and graphical data regarding luxury brand management and how to develop solutions
Emphasizes the growing shape and impact of the luxury industry, including the hospitality sector
Uses textbooks, selected journal articles and field visits as learning resources
Provides insights into luxury brand creation, communication, and sustainability within the tourism and hospitality sectors
Save this course
Save Luxury Management to your list so you can find it easily later:
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Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Luxury Management with these
activities:
Review 'Luxury: A Cultural History' by Dana Thomas
Show steps
Provides historical context for the luxury industry and helps students understand the evolution of luxury brands over time.
Show steps
-
Read the book thoroughly, taking notes on key concepts.
-
Summarize the main arguments and insights of the book.
-
Identify examples of luxury brands that illustrate the concepts discussed in the book.
Participate in Peer Discussion Forum
Show steps
Encourages students to engage with their peers, share insights, and develop critical thinking skills through discussions on luxury brand management topics.
Show steps
-
Read the discussion topic and prepare your thoughts.
-
Participate in the online discussion forum.
-
Respond to other students' posts and engage in meaningful discussions.
Attend a Workshop on Luxury Brand Storytelling
Show steps
Provides students with practical knowledge and skills in luxury brand storytelling, which is crucial for building strong brand connections with consumers.
Browse courses on
Content Marketing
Show steps
-
Register for the workshop.
-
Attend the workshop and actively participate in the activities.
-
Apply the storytelling techniques learned in the workshop to your luxury brand management projects.
One other activity
Expand to see all activities and additional details
Show all four activities
Attend Networking Events in the Luxury Industry
Show steps
Provides students with opportunities to connect with professionals in the luxury industry, learn about career opportunities, and expand their network.
Browse courses on
Networking
Show steps
-
Research and identify relevant networking events.
-
Attend the events and engage with professionals in the luxury industry.
-
Follow up with contacts made at the events and nurture relationships.
Review 'Luxury: A Cultural History' by Dana Thomas
Show steps
Provides historical context for the luxury industry and helps students understand the evolution of luxury brands over time.
Show steps
Show steps
Show steps
- Read the book thoroughly, taking notes on key concepts.
- Summarize the main arguments and insights of the book.
- Identify examples of luxury brands that illustrate the concepts discussed in the book.
Participate in Peer Discussion Forum
Show steps
Encourages students to engage with their peers, share insights, and develop critical thinking skills through discussions on luxury brand management topics.
Show steps
Show steps
Show steps
- Read the discussion topic and prepare your thoughts.
- Participate in the online discussion forum.
- Respond to other students' posts and engage in meaningful discussions.
Attend a Workshop on Luxury Brand Storytelling
Show steps
Provides students with practical knowledge and skills in luxury brand storytelling, which is crucial for building strong brand connections with consumers.
Browse courses on
Content Marketing
Show steps
Show steps
Show steps
- Register for the workshop.
- Attend the workshop and actively participate in the activities.
- Apply the storytelling techniques learned in the workshop to your luxury brand management projects.
One other activity
Expand to see all activities and additional details
Show all four activities
Attend Networking Events in the Luxury Industry
Show steps
Provides students with opportunities to connect with professionals in the luxury industry, learn about career opportunities, and expand their network.
Browse courses on
Networking
Show steps
Show steps
Show steps
- Research and identify relevant networking events.
- Attend the events and engage with professionals in the luxury industry.
- Follow up with contacts made at the events and nurture relationships.
Career center
Learners who complete Luxury Management will develop knowledge and skills
that may be useful to these careers:
Luxury Brand Manager
Luxury Brand Manager
A Luxury Brand Manager uses marketing principles to create and maintain a brand identity that is consistent with the luxury image. This course helps build a foundation for understanding how to manage and create a luxury brand by delving into the essence of luxury brand management, luxury brand power and lifecycle, luxury client, luxury brand identity, international distribution and retailing of luxury, and managing luxury brand creation, communication, and sustainability. These concepts are essential for success in luxury brand management and are covered in this course through textbooks, journal articles, and field visits, which would make it particularly helpful for anyone looking to work in luxury brand management.
Luxury Goods Marketing Manager
Luxury Goods Marketing Manager
A Luxury Goods Marketing Manager is responsible for developing and implementing marketing campaigns for luxury goods or services. This course would be a valuable asset for this career as it can help build a solid foundation in luxury brand management, marketing, and trends. The course covers topics such as the essence of luxury brand management, luxury brand power and lifecycle, luxury client, luxury brand identity, international distribution and retailing of luxury, and managing luxury brand creation, communication, and sustainability, all of which are important for success in this career.
Luxury Retail Manager
Luxury Retail Manager
A Luxury Retail Manager oversees the operations of a luxury retail store. This course helps build a foundation for understanding how to manage and create a luxury brand by delving into the essence of luxury brand management, luxury brand power and lifecycle, luxury client, luxury brand identity, international distribution and retailing of luxury, and managing luxury brand creation, communication, and sustainability. These concepts are essential for success in luxury retail management and are covered in this course through textbooks, journal articles, and field visits, which would make it particularly helpful for anyone looking to work in this field.
Fashion Buyer
Fashion Buyer
A Fashion Buyer is responsible for purchasing and managing the inventory of a fashion retail store. This course may be useful for building an understanding of the luxury fashion industry. Topics covered in this course include the essence of luxury brand management, luxury brand power and lifecycle, luxury client, luxury brand identity, international distribution and retailing of luxury, managing luxury brand creation, communication, and sustainability, and luxury management in the fashion and lifestyle sector, which can provide valuable insights into the fashion industry and help prepare for a career as a Fashion Buyer.
Luxury Travel Consultant
Luxury Travel Consultant
A Luxury Travel Consultant plans and books travel arrangements for high-end clients. This course may be useful for someone in this role, as it provides knowledge about the luxury industry, including its essence, brand power, and lifecycle. It also covers luxury brand identity, international distribution and retailing of luxury, and managing luxury brand creation, communication, and sustainability, all of which can be beneficial for understanding the needs and expectations of high-end clients in the travel industry.
Event Planner
Event Planner
An Event Planner organizes and executes events, often for high-end clients. This course can be useful for an Event Planner, as it delves into topics such as the essence of luxury brand management, luxury brand power and lifecycle, luxury client, luxury brand identity, and managing luxury brand creation, communication, and sustainability. These concepts are important for understanding the needs and expectations of high-end clients and for creating events that are consistent with the luxury brand image.
Public relations manager
Public relations manager
A Public Relations Manager is responsible for managing the public image of a company or organization. This course may be useful for someone in this role, as it provides knowledge about the luxury industry, including its essence, brand power, and lifecycle. It also covers luxury brand identity, international distribution and retailing of luxury, and managing luxury brand creation, communication, and sustainability, all of which can be beneficial for understanding how to manage the public image of a luxury brand.
Marketing Manager
Marketing Manager
A Marketing Manager is responsible for developing and implementing marketing campaigns for a company or organization. This course may be useful for someone in this role, as it provides knowledge about the luxury industry, including its essence, brand power, and lifecycle. It also covers luxury brand identity, international distribution and retailing of luxury, and managing luxury brand creation, communication, and sustainability, all of which can be beneficial for understanding how to market to luxury consumers.
Brand Manager
Brand Manager
A Brand Manager is responsible for developing and managing a brand's identity and marketing strategy. This course may be useful for someone in this role, as it provides knowledge about the luxury industry, including its essence, brand power, and lifecycle. It also covers luxury brand identity, international distribution and retailing of luxury, and managing luxury brand creation, communication, and sustainability, all of which can be beneficial for understanding how to manage a luxury brand.
Product Manager
Product Manager
A Product Manager is responsible for developing and managing a product's lifecycle. This course may be useful for someone in this role, as it provides knowledge about the luxury industry, including its essence, brand power, and lifecycle. It also covers luxury brand identity, international distribution and retailing of luxury, and managing luxury brand creation, communication, and sustainability, all of which can be beneficial for understanding how to develop and manage luxury products.
Sales Manager
Sales Manager
A Sales Manager is responsible for leading and managing a sales team. This course may be useful for someone in this role, as it provides knowledge about the luxury industry, including its essence, brand power, and lifecycle. It also covers luxury brand identity, international distribution and retailing of luxury, and managing luxury brand creation, communication, and sustainability, all of which can be beneficial for understanding how to sell luxury products and services.
Business Development Manager
Business Development Manager
A Business Development Manager is responsible for developing and managing new business opportunities. This course may be useful for someone in this role, as it provides knowledge about the luxury industry, including its essence, brand power, and lifecycle. It also covers luxury brand identity, international distribution and retailing of luxury, and managing luxury brand creation, communication, and sustainability, all of which can be beneficial for understanding how to develop new business opportunities in the luxury industry.
Consultant
Consultant
A Consultant provides advice and guidance to businesses and organizations. This course may be useful for someone in this role, as it provides knowledge about the luxury industry, including its essence, brand power, and lifecycle. It also covers luxury brand identity, international distribution and retailing of luxury, and managing luxury brand creation, communication, and sustainability, all of which can be beneficial for understanding how to advise businesses and organizations in the luxury industry.
Entrepreneur
Entrepreneur
An Entrepreneur is someone who starts and manages their own business. This course may be useful for someone in this role, as it provides knowledge about the luxury industry, including its essence, brand power, and lifecycle. It also covers luxury brand identity, international distribution and retailing of luxury, and managing luxury brand creation, communication, and sustainability, all of which can be beneficial for understanding how to start and manage a luxury business.
Investment Banker
Investment Banker
An Investment Banker provides financial advice and services to businesses and organizations. This course may be useful for someone in this role, as it provides knowledge about the luxury industry, including its essence, brand power, and lifecycle. It also covers luxury brand identity, international distribution and retailing of luxury, and managing luxury brand creation, communication, and sustainability, all of which can be beneficial for understanding how to provide financial advice and services to businesses and organizations in the luxury industry.
For more career information including salaries, visit:
OpenCourser.com/course/ojyt9h/luxury
Reading list
We've selected nine books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Luxury Management.
Provides a comprehensive overview of the luxury brand management landscape, covering topics such as the definition of luxury, the history of luxury brands, and the key challenges and opportunities facing luxury brands in today's market.
Save
Provides a practical guide to building luxury brands. It covers topics such as how to create a unique brand identity, how to target the right customers, and how to measure the success of your luxury brand.
Save
Presents a contrarian view of luxury brand management, arguing that luxury brands should break the rules of marketing in order to achieve success.
Provides a practical guide to managing luxury brands. It covers topics such as how to develop a brand strategy, how to manage brand equity, and how to measure the success of your luxury brand.
Provides a comprehensive overview of the luxury marketing industry. It covers topics such as the history of luxury marketing, the different types of luxury consumers, and the key challenges facing luxury marketers in the 21st century.
Provides a practical guide to creating memorable experiences for luxury consumers. It covers topics such as how to design a luxury experience, how to deliver a luxury experience, and how to measure the success of your luxury experience.
Save
Provides a field guide to the world's most exclusive brands. It covers topics such as the history of luxury brands, the different types of luxury brands, and the key trends in the luxury industry.
Provides a cultural history of luxury. It covers topics such as the history of luxury, the different types of luxury, and the role of luxury in society.
Discusses the impact of the digital revolution on luxury brands. It covers topics such as the role of social media in luxury marketing, the impact of e-commerce on luxury consumption, and the challenges facing luxury brands in the digital age.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/ojyt9h/luxury
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Effort
6 to 8 hours per week for 8 weeks
Level
Intermediate
Via
edX
Institution
The Hong Kong Polytechnic University
Instructor
Catherine Cheung, Ph.D.
Session
August 23, 2024
- November 14, 2024
Language
English
Transcripts
English
中文
This course belongs to a
collection
called
International Hospitality Management. It's comprised of four courses:
Good to know
Explores the business of luxury activities and how brands within the industry operate
Examines the nature of luxury brands and the luxury clientele
Develops and analyzes luxury brand research journals
Investigates case studies in luxury management within various sectors
Analyzes and solves problems related to luxury brands and experiences within the hotel and tourism industry
Assesses numerical and graphical data regarding luxury brand management and how to develop solutions
Emphasizes the growing shape and impact of the luxury industry, including the hospitality sector
Uses textbooks, selected journal articles and field visits as learning resources
Provides insights into luxury brand creation, communication, and sustainability within the tourism and hospitality sectors
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