040177 KU Special Topics in Marketing: Luxury Marketing 1 (MA) (2023S)

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).

Registration is open from Mo 13.02.2023 09:00 to We 22.02.2023 12:00
Registration is open from Mo 27.02.2023 09:00 to Tu 28.02.2023 12:00
Deregistration possible until Fr 17.03.2023 23:59

Details

max. 50 participants

Language: English

Lecturers

Classes (iCal) - next class is marked with N

    
    Thursday
    09.03.
    09:45 - 13:00
    Hörsaal 15  Oskar-Morgenstern-Platz 1  2.Stock
    
    Thursday
    16.03.
    09:45 - 14:45
    Hörsaal 15  Oskar-Morgenstern-Platz 1  2.Stock
    
    Thursday
    30.03.
    09:45 - 14:45
    Hörsaal 15  Oskar-Morgenstern-Platz 1  2.Stock
    
    Thursday
    20.04.
    09:45 - 14:45
    Hörsaal 15  Oskar-Morgenstern-Platz 1  2.Stock
    
    Thursday
    04.05.
    09:45 - 14:45
    Hörsaal 15  Oskar-Morgenstern-Platz 1  2.Stock
    
    Thursday
    11.05.
    09:45 - 14:45
    Hörsaal 15  Oskar-Morgenstern-Platz 1  2.Stock
    
    Friday
    19.05.
    09:45 - 11:15
    Hörsaal 15  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.
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 understanding 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)?

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

Assessment and permitted materials

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

Minimum requirements and assessment criteria

Groups:
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)

Article allocation for presentation:
Groups will be randomly assigned to an article. The articles will be made available online via Moodle.

Grades will rely on the following scale:
1 ≥ 88 %
2 ≥ 75 %
3 ≥ 63%
4 ≥ 50 %
5 < 50%

Examination topics

- lectures
- class discussions
- group presentations

Reading list

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.
More information you find here: https://marketing.univie.ac.at/studium/master/lvs-im-sommersemester/

Association in the course directory

Last modified: Tu 14.03.2023 11:28