Introduction to Luxury Brand Management

This course serves as an introduction to the luxury domain. It is both theoretical, using the insights of sociology, semiology and psychoanalysis, and practical with case studies dealing with issues ranging from distribution, advertising, the launch of new brands to an analysis of the marketing errors that luxury brands can make. Students should be aware from the outset that luxury cannot be reduced to fashion as luxury can also include real estate, tourism, gastronomy, the art market, automobiles and financial services.