Luxury Brands Management gr.1


Luxury Brands Management
Contact hours
27 H
Number of spots
Open to visitors

Pedagogical contribution of the course to the program

No educational contribution associated with this course for this program.


This course explores the specificities of marketing and business in the luxury products and services sector. The luxury industry is unlike any other. The creation, development and management of a strong brand is a challenge in general, but this challenge is particularly complex in the international market for luxury products, where the brand identity and its image have a dramatic impact on the purchase decision. This course provides a very deep exploration of the concepts and practices that apply to luxury markets. On the supply side luxury encompasses a broad range of players and sectors - from hotels to real estate, fine wine to fine art, antiques to jewelry, to name just a few. On the market side, luxury consumers are extremely demanding. Luxury goods and services must not only be of exceptional quality but also provide a complex set of functional, social and emotional benefits to consumers. The objective of the course is to equip future managers with the ability to face the challenges and also take full advantage of the opportunities existing in luxury goods and services markets. Most of the knowledge in this category of products is indeed also transferable to many other categories of products. The course is organized around four major themes: - First, it provides an overview of the market and the management of luxury brands based on the history of this industry, consumer psychology, and the current business model in this market. This step allows to build a global and international vision of the luxury products industry, its evolution and its marketing practices. - It then offers a set of tools used by brand managers for effective luxury brand management and optimal business modeling. - Third, the course allows to identify the new challenges of luxury brands, from a holistic perspective, including ethical issues, brand imitation or the issue of country-of-origin - Finally, the course focuses on the challenges facing the luxury industry from a societal perspective and discusses the evolution of luxury towards experiences and services. The course combines the most recent brand management knowledge with practical application and develops a framework for understanding the essential ingredients of effective marketing of luxury brands.

Teaching methods


- Lectures

In group

- Exercises
- Oral presentations
- Case studies/texts


- Discussions/debates


No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 3) demonstrate an understanding of the dynamics and international dimension of the luxury goods and services sector
  • - (level 4) analyze the vital role brands play in the luxury environment and use a methodology for analyzing brands equity in this environment
  • - (level 5) appraise , discuss and critically evaluate functional business theories, principles and practices as they relate to the luxury sector
  • - (level 6) enhance their ability to manage the complex interrelationships between all business functions within the luxury goods & services company

Affective domain

Upon completion of this course, students should be able to
  • - (level 3) demonstrate and improve communication and presentation skills


Session 1: The market and players Session 2: How to define luxury? Session 3: The DNA of luxury brands Session 4: A segmentation of luxury goods and services customers Session 5: let's create or revive a luxury brand Session 6: the luxury business model Session 7: Luxury brands' territory and the passing of time Session 8: the servicization of luxury Session 9: Luxury challenges to come

No prerequisite has been provided

Knowledge in / Key concepts to master

There is no need for any specific pre-requisite courses, although previous attendance to one or more classical marketing courses (such as Consumer Behaviour, Marketing Research, Fundamentals of Marketing) might be helpful

Teaching material

Mandatory tools for the course

- Computer

Documents in all formats

- Newspaper articles
- Case studies/texts

Moodle platform

- Upload of class documents
- Interface to submit coursework
- Assessments


No items in this list have been checked.

Additional electronic platforms

No items in this list have been checked.

Recommended reading

Recommended textbooks for the course - Morhart F. (Editor) (2021). Research Handbook on Luxury Branding, E Edgar Publishing, ISBN-13: 9781802206418 - S. Reinecke, B. Berghaus and G. Müller-Stewens (2018). The Management of Luxury, 2nd edition, Kogan Page, London

For each session, I propose some ‘food for thought’ material which consists of articles, supplementary notes, links to internet sites, etc. which might be of interest to participants who would wish to dig deeper into the topic of the session. The reading of this material is totally OPTIONAL.

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
Case studies: S.T. Dupont, Back to Brand? ECCH 512-051-1 Club Med: is the Phoenix rising from the Ashes? , ECCH 511-060-1


List of assessment methods

Intermediate assessment / continuous assessment 1Other (date, pop quiz, etc.) : All sessions
Oral (30 Min.) / Individual / English / Weight : 35 %
Details : Participation, including readings and workshops
Intermediate assessment / continuous assessment 2Other (date, pop quiz, etc.) : From session 5 to 9
Written and oral (30 Min.) / Group / English / Weight : 35 %
Details : Capstone teamwork - Collage
Final evaluationOther (date, pop quiz, etc.) : Final or later
Written (30 Min.) / Individual / English / Weight : 30 %
Details : A final quizz in hte form of a multiple choice questionnaire taking place during or after the latest session
No assessment methods have been attributed to this course yet.