Universität Wien
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040177 KU Shopper Marketing (MA) (2022S)

Luxury Marketing

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work
Moodle

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).

Details

max. 50 participants
Language: English

Lecturers

Classes (iCal) - next class is marked with N

The course and exams will be held in English. Students need to register via u:space during the registration period. The maximum number of participants is 50. Class attendance is expected throughout the course.

More detailed information will be provided in the course syllabus, which will be uploaded on Moodle (including an overview of the articles, etc.). If the circumstances in terms of (Covid-19) require it, the course will be offered in a digital format. In that case, the requirements and assessment criteria will not change. Students should also regularly check the syllabus for changes in dates/times or locations.

  • Wednesday 09.03. 13:15 - 17:30 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 23.03. 13:15 - 17:30 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 08.06. 13:15 - 17:30 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 15.06. 13:15 - 17:30 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 22.06. 13:15 - 17:30 Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 29.06. 13:15 - 14:45 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock

Information

Aims, contents and method of the course

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 should improve 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.
In the first part of the course, students will be introduced to the main concepts of luxury marketing and the key behavioral and strategic foundations of managing luxury brands. In a second part of the course, students will present and critically discuss recent articles on luxury marketing and branding referring to behavioral, strategic, and operational aspects. Students are expected to participate in the discussions actively.

Please find more information on the homepage: https://marketing.univie.ac.at/studium/master/lvs-im-sommersemester/

Assessment and permitted materials

Performance in the course will be assessed as follows:
• Class participation: 15%
• Group presentation: 35%
• Individual final exam: 50%
Exam day: 29.06. 13:15 - 14:45

Minimum requirements and assessment criteria

Group presentation – evaluation:
Attendance is required. Group presentations will be assessed based on the quality of the presentation and the critical interpretation and discussion of the article.

Individual exam – evaluation:
The final exam will contain multiple-choice questions. It will be based on the lectures, class discussions, and group presentations.

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 next time the course is offered).

1 ≥ 88%
2 ≥ 75%
3 ≥ 63%
4 ≥ 50%

Examination topics

- lectures
- class discussions
- group presentations

Reading list

Recommended readings:
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.

For more information, please visit https://marketing.univie.ac.at/studium/master/lvs-im-sommersemester/

Association in the course directory

Last modified: Th 03.03.2022 15:47