Luxury Markering

2024/2025

Academic Year

ENG

Instruction in English

3

ECTS credits

Delivered at:

Department of Management

Course type:

Elective course

When:

2 year, 2 module

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

• Participation in seminar activities
  Activity during seminars, participation in intermediate stages of group work; participation in Q&A section
• Course project
  The students split into groups of 4-6 students and develop a project. A group project is created for a product/service in different directions of a luxury segment (Yachting, exclusive tourism, enogastronomy, real estate, work of cultural institutions with patrons and jewelry brands - an incomplete list of topics) using all material and knowledge, gained during lectures and seminars. Final presentation should include the following parts: Cover Slide: name, presenter‘s name, tagline; Description of the idea; Description of target audience; what was the basis/foundation of the project; pricing strategy/policy; possible partners; using of managerial models is welcomed.
• Mastering the theoretical foundations of the course
  preparation of analytics on the issue based on secondary data; activity during lectures; participation in Q&A section.

Interim Assessment

• 2024/2025 2nd module
  0.7 * Course project + 0.15 * Mastering the theoretical foundations of the course + 0.15 * Participation in seminar activities

Bibliography

Recommended Core Bibliography

• Alpina - 351 - А.Остервальдер; И.Пинье - Построение бизнес-моделей: Настольная книга стратега и новатора - 9785961423457 - Альпина Паблишер - 2017 - 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

Authors

• BELYAKOVA NATALIYA YUREVNA
• BUDKO VIKTORIYA ALEKSANDROVNA