Strategic Branding and Luxury Marketing

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• The nature and behaviour of the luxury customer and its segmentation.
• The strategies used in the management of brand/luxury brand – both functional and symbolic.
• The concept of brand equity, brand performance and key principles of strategic brand management.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• Identify, develop and apply marketing principles in the context of the luxury brand industry.
• Critically evaluate brand strategy and make effective suggestions for companies.
• Apply marketing theories to real life brand management.

Subject Specific Practical Skills

Having successfully completed this module you will be able to:

• Explain luxury related marketing concepts clearly and to critically apply these to the different types of customer and issues such as gender, identity, and aspiration.
• Make recommendations to overcome and avoid specific brand challenges and threats.
• Recognise and respond to complex challenges in the management of brands.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• Analyse visual content and brand management strategies.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Class discussions

• Assessment Type: Formative
• Feedback: Informal feedback given during class discussions and workshop sessions.
• Final Assessment: No
• Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.