HADM 6435 - Luxury Marketing

Spring. 3 credits. Letter grades only.

Pre-requisite: Introduction to Marketing or equivalent. Elective. Co-meets with HADM 4435. Open to graduate students. Undergraduates should enroll in HADM 4435.

K. LaTour.

Luxury Marketing is a new course designed to help students gain a thorough understanding of luxury service management and the specific challenges of marketing to luxury consumers. Marketing luxury services requires specific principles to enhance and preserve the image of finest quality, exclusiveness, and hedonic value. This course is designed to sharpen student knowledge in marketing by contrasting traditional versus luxury-specific marketing principles within the service sector. This 14-session course is structured around a mix of cases, company projects and guest lectures from industry professionals, and designed to provide real-world learning opportunities and exposure3 to various luxury sectors.