Entrepreneurship in the lux segment

2020/2021

Academic Year

ENG

Instruction in English

3

ECTS credits

Delivered at:

Department of Management

Course type:

Elective course

When:

1 year, 3 module

Instructor

Belyakova, Natalia

Course Syllabus

Abstract

The purpose of the course is to give a systematic view of the luxury market: its functioning, existing marketing models of positioning and promotion. Given the focus of the master’s studies, the focus is on niches related to private collecting, endowment funds, partnership integration programs, art & fashion and luxury collaborations in creative businesses, including tourism. Despite focusing primarily on the luxury industry, attention is also paid to the market for unique manual labor and the creation of masterpieces (“one of a kind”).

Learning Objectives

• give a systematic view of the luxury market: its functioning, current marketing models of positioning and promotion

Expected Learning Outcomes

• they will analyze both existing cases and design their own products and services related to the development of luxury culture and luxury in culture.

Course Contents

• Core constructs. Field of entrepreneurship. Entrepreneurial opportunities, entrepreneurial process, entrepreneurial ecosystem.
• Luxury industry: conceptualization and determinants, historiography of the concept, current state and prospects of development of the phenomenon
• Luxury goods and services from a behavioral Economics perspective
• Luxury marketing in the creative and cultural industries: research and positioning
• Branding of luxury goods and services for the creative and cultural industries

Assessment Elements

• Промежуточный тест
• Итоговый тест
• Освоение теоретических оснований курса
  конспект статей, подготовка аналитики по вопросу на основе вторичных данных
• Участие в проектной работе на семинарах
• Выполнение индивидуального проектного задания и защита проекта

Interim Assessment

• Interim assessment (3 module)
  0.2 * Выполнение индивидуального проектного задания и защита проекта + 0.2 * Итоговый тест + 0.2 * Освоение теоретических оснований курса + 0.2 * Промежуточный тест + 0.2 * Участие в проектной работе на семинарах

Bibliography

Recommended Core Bibliography

• А.Остервальдер,И.Пинье - Построение бизнес-моделей: Настольная книга стратега и новатора - Альпина Паблишер - 2013 - ISBN: 9785961423457 - Текст электронный - URL: https://hse.alpinadigital.ru/book/351

Recommended Additional Bibliography

• ZERVAS, G., PROSERPIO, D., & BYERS, J. W. (2017). The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry. Journal of Marketing Research (JMR), 54(5), 687–705. https://doi.org/10.1509/jmr.15.0204