This course offers an overview of the international luxury industry with its major players and trends and analyzes luxury brand communications and strategies including digital initiatives and, ethical and sustainable practices, while highlighting the challenges faced by brands as they balance their history and expertise with the increasing demands for innovation and digitalization. Questions that are answered include: How have luxury brands from a wide range of industries evolved over time. What makes luxury brand management so specific? How do creativity and craftsmanship help to build a unique relationship between luxury brands and their loyal consumers? This intensive course provides participants with a good understanding of key branding and marketing frameworks through analysis of recent art related case studies. At the end, a short exercise in luxury brand strategy is included for participants to apply their newly gained knowledge.
Day 1: A look into what luxury means to consumers today
Day 2: How can exclusivity be made inclusive?
Day 3: Technology as an enabler of new customer relationships
Day 4: The long-lasting connection between luxury brands and the arts
Day 5: How do brands appeal to new consumers whilst retaining core brand values consistent with an existing client base?
This live online course is delivered with live-streamed lectures featuring group discussion and QandA. All live sessions are also recorded and available in the course platform typically within 24-48 hours for participants unable to attend the posted times. The course will include a final project with personalized feedback from the course instructor. All participants will have access to the recordings for an additional 30 days after the final course lecture.
Review the online course Terms and Conditions.