Universität Wien

040177 KU Special Topics in Marketing: Luxury Marketing 1 (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 21.03. 08:00 - 11:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Donnerstag 21.03. 13:15 - 14:45 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Montag 15.04. 11:30 - 14:45 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
  • Montag 15.04. 15:00 - 18:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Donnerstag 25.04. 09:00 - 14:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Donnerstag 02.05. 09:00 - 14:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Donnerstag 16.05. 08:00 - 14:45 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Donnerstag 23.05. 09:45 - 11:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock

Information

Ziele, Inhalte und Methode der Lehrveranstaltung

This course is intended for students pursuing the master's degrees in Business Administration and International Business Administration.
The course is also open to students from other programs as well as guest students who are aiming for a specialization in marketing and who meet the study requirements.

This course should provide students with a thorough understanding of luxury brand management and the specific challenges associated with the marketing of luxury products. The course aims at improving students’ analytical and decision-making skills in the domain of luxury.
The course uses an interactive format composed of lectures, student presentations, and discussions. The different teaching methods should provide students with an integrated learning experience.
Firstly, students will be introduced to the main concepts of luxury marketing and the key behavioral and strategic foundations of managing luxury brands. Secondly, students will present and critically discuss recent articles on luxury marketing and branding referring to behavioral, strategic, and operational aspects. Students are expected to actively participate in the discussions.
The course will teach the fundamental concepts of luxury marketing and provide a thorough under-standing of luxury brands and consumer behavior.
It will address the following topics:
• What is luxury marketing?
• Why do consumers buy luxury products?
• What is the profile of a luxury consumer? What characterizes them?
• How to create a luxury brand?
• Why is brand identity vital for luxury brands? How is it built?
• How do luxury brands operate (product, price, place, promotion)?

More information here: https://marketing.univie.ac.at/en/teaching/master/courses/

Art der Leistungskontrolle und erlaubte Hilfsmittel

The performance assessment is based on three components:
Class participation: 10 %
Group presentation: 45 %
Individual final exam: 45 %

Mindestanforderungen und Beurteilungsmaßstab

The course consists of a series of lectures and group presentations, where the students will present marketing articles on luxury brands. Students are expected to attend all lectures and group presentations. Attendance at the first session is compulsory.

Group presentation:
• Quality of the presentation (content, organization, clarity)
• Critical interpretation and discussion of the article (not mere replication)
• Communication quality

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

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

Prüfungsstoff

Students will be asked to form groups of four (and five students in exceptional cases) and will be asked to present an academic article.

Presentation:
The duration of each presentation is 20 minutes (maximum), and the allocation of time should be divided equitably per student. Then, the group will respond to questions for 20 minutes.
Please upload your presentation on Moodle one day before the presentation at the latest.

Content presentation:
The presentation should contain the following points:
• Overview of the topic and past research
• Research question(s) and hypotheses
• Main results and insights
• Contribution of the article
• Alternative explanations for the results (other than those presented by the authors)
• Reference to real and concrete examples related to the topic of your article
• Possible extensions of the article (still open questions)

Groups will be randomly assigned to an article. The articles will be made available online via Moodle.

Individual exam:
The final exam will be held on the 23rd of May (09:45-11:15) at Hörsaal 17 Oskar-Morgenstern-Platz 1 2. Stock.
It will be based on lectures, class discussions, and group presentations.

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.

Zuordnung im Vorlesungsverzeichnis

Letzte Änderung: Mi 31.07.2024 11:25