BUSA 346 Luxury Marketing
The purpose of this course is to equip students with a foundational understanding of luxury, its historical origins, and its various forms of expression. It explores the evolution of luxury products, consumer preferences, material exchanges, and producer strategies over time. Furthermore, it delves into the current state of the luxury industry and its core principles.
The course also introduces students to the principles of luxury branding and design thinking, demonstrating how these concepts are utilized to shape luxury business strategies. A common belief is that luxury brands act as a bridge between the past and the future.