This programme balances the theoretical knowledge and practical skills required to succeed in the management of complex luxury brands. It focuses on a number of different aspects and contexts of luxury, from fashion, retail, and service industries to design. Students also explore how luxury brands are created, marketed, managed and sustained in today’s society. Luxury Brand Management considers brand portfolios, co-branding, brand extensions and endorsements, celebrity brands, designers and entrepreneurs and the management of brand heritage. There is also a focus on the changing nature of luxury brands in a range of markets including emerging markets as well as an appreciation of how luxury brands have evolved over time and place and introduces the material, symbolic and experiential dimensions of luxury.
Core Modules: Professional and Academic Skills, Historical and Contemporary Issues in Luxury, Principles of Luxury Brand Management and Marketing, Strategic Luxury Brand Management.
Optional modules: Sustainability, Creative Thinking & Problem Solving, Digital Cultures, Entrepreneurship, Experiemental Publishing, Exploring the Visual Language of Display, Global Marketing, Visual Culture.