040141 KU Special Topics in Marketing: Luxury Marketing 2 (MA) (2023S)

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, spirits).
To enrich their learning experience, students will have the opportunity to interact with invited speakers from the field that will share their professional experience.

Brand audit report - structure:
Project structure:
• The first part of the project consists of an overview of the status quo of the brand’s marketing 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 providing four concrete recommendations, at least. Examples of recommendations:
- Propose a new brand extension
- Alter the distribution strategy;
- Introduce the involvement of brand ambassadors
- 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 four (3 elements, exceptionally).
The presentation should be a description of all the features presented in the luxury store (visuals/design, employees, auditory information, etc) – field work.
The duration of each presentation is 20-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