Prof. Arianna Brioschi, Prof. Stefano Prestini
The course introduces to key strategic managerial topics in Luxury Businesses with the aim to unveil the magic alchemy between creativity, product development, manufacturing and go-to- market decision-making processes that lead to success.
It will provide students with an understanding of the fundamentals of the luxury industry and will help students gain acquaintance of the essential ingredients of effective management of luxury brands and services.
One key factor in managing luxury is creating the luxury brand and communicating it aptly, thus we will take a specific in depth look at these issues also helping students understand the demands and challenges faced by those seeking to become marketers in this sector and providing them with a unique ability to understand and analyze luxury markets.
As a luxury positioning is transversal among industries, the course will also provide an experiential learning approach through company visits that provides knowledge on the specifics of luxury fashion, luxury design, luxury cars and luxury hospitality. Finally it will provide students with a «knowledge kit» to understand the trends and future challenges of those segments.
This course is designed to sharpen your knowledge in management by contrasting traditional versus luxury-specific principles. Specifically, by the end of this course you will be equipped with the key insights into luxury brand management that cover:
- Defining luxury
- Luxury Mindset and Business Modeling
- Luxury branding and naming
- Communication of luxury goods
- Customer care for luxury brands
- Luxury shopping experience
Readings, slides and cases will be provided via e-learning space day by day
70% work in teams and 30% individual assessment (final written exam)