Universität Wien

040141 KU Special Topics in Marketing: Luxury Marketing 2 (MA) (2024S)

Luxury Marketing

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Prüfungsimmanente Lehrveranstaltung
Moodle

An/Abmeldung

Hinweis: Ihr Anmeldezeitpunkt innerhalb der Frist hat keine Auswirkungen auf die Platzvergabe (kein "first come, first served").

Details

max. 50 Teilnehmer*innen
Sprache: Englisch

Lehrende

Termine (iCal) - nächster Termin ist mit N markiert

  • Donnerstag 06.06. 09:00 - 14:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 07.06. 09:00 - 14:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Donnerstag 13.06. 09:00 - 14:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Donnerstag 27.06. 09:00 - 14:00 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
  • Freitag 28.06. 09:00 - 14:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock

Information

Ziele, Inhalte und Methode der Lehrveranstaltung

This course should provide students with a thorough understanding of luxury brand management from a behavioral, strategic, and operational point of view.
In this advanced course, students should learn how to apply and critically-analyze concepts and strategies learned in Luxury Marketing I. Our learning-by-doing approach is designed to stimulate discussion, develop critical skills and promote mental flexibility, all of which are important characteristics in today’s business.

In this course, students will conduct an audit for a luxury brand with a focus on the 4P’s of marketing. Each group will be randomly assigned to a luxury brand of different industries (e.g., apparel, automotive, beauty, jewelry, food, and spirits).
To enrich their learning experience, students will have the opportunity to interact with invited speakers from the field who will share their professional experience.

Please find more information on the homepage: https://marketing.univie.ac.at/studium/master/lehrveranstaltungen/

Art der Leistungskontrolle und erlaubte Hilfsmittel

Performance in the course will be assessed as follows:
• Individual performance (class attendance, participation, discussion) 10%
• Group presentation brand audit (22.5%) + luxury stores (22.5%) 45%
• Final report (DL for delivery: 5 July) 45%

Mindestanforderungen und Beurteilungsmaßstab

Students are expected to attend all lectures and group presentations.

Grades will rely on the following scale:
• 1 ≥ 90%
• 2 ≥ 80%
• 3 ≥ 65%
• 4 ≥ 50%
• < 50%: 5 (fail)

Students achieving less than 50% of the points will fail the course and must repeat the course (they must register the usual way the next time the course is offered).

Prüfungsstoff

Brand audit Report - Project structure:
The project should be structured as follows:
• The first part of the project consists of an overview of the status quo of the brand’s mar-keting strategy (~1/3 of the project). Students should provide an overview of the elements below by identifying their main strengths (s) and weakness(es):
- Brand (brief history, brand identity, positioning in the market…)
- Product (core products, extensions, services…)
- Price strategy (price ranges, pricing policies …)
- Point of sale (main channels, experiences at POS…)
- Promotion (targets, aim(s)…)

• The second part of the project entails conducting a brand audit (~2/3 of the project). Students should make recommendations for a successful luxury marketing strategy by provid-ing five concrete recommendations, at least. Examples of recommendations:
- Propose a new brand extension
- Alter the distribution strategy;
- Introduce the involvement of brand ambassadors (or exclude a brand ambassador)
- Etc.

Writing instructions:
The report should have a maximum of 20 pages long (including the index and references). Please indicate on the front page your brand name, group number, students’ names, students’ IDs, and e-mails.
• Write in Times New Roman, size 12, and line space 1,5.
• Use the APA style for citations and references.

Group presentations – brand audit:
Students will work in groups of 4 elements (3 elements, exceptionally).
The presentation should be a summary of the report’s content.
The duration of each presentation is 30 minutes (maximum), and the allocation of time should be divided equitably per student. The group is expected to answer questions and participate in any class discussions that may arise.
- Please upload your presentation on Moodle on the day of your presentation

Group presentations – luxury stores:
Students will work in groups of 4 elements (3 elements, exceptionally).
The presentation should be the result of your fieldwork. What visual elements did you find in the luxury store? Any specific color/design/architecture? How do employees behave? Is there any au-ditory information? Do you find any indirect behavioral cues?
The duration of each presentation is 15 minutes (+5 minutes for discussion), and the allocation of time should be divided equitably per student. The group is expected to answer questions and par-ticipate in any class discussions that may arise.
- Please upload your presentation on Moodle on the day of your presentation

Literatur

Kapferer, J. N. (2012). The luxury strategy: Break the rules of marketing to build luxury brands. Kogan Page Publishers.
Batat, W. (2019). The New Luxury Experience. Springer International Publishing.
Keller, K. L. (2000). The Brand Report Card. Harvard Business Review
Chandon, P. (2003). Note on Brand Audit: How to Measure Brand Awareness, Brand Image, Brand Equity and Brand Value. INSEAD

Zuordnung im Vorlesungsverzeichnis

Letzte Änderung: Mi 31.07.2024 11:25