link Source: www.edx.org
date_range Starts on January 7, 2022
event_note Ends on March 31, 2022
list 8 sequences
assignment Level : Intermediate
chat_bubble_outline Language : English
language Subtitles : Chinese
card_giftcard 480 point
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Key Information

credit_card Free access
verified_user Fee-based Certificate
timer 48 hours in total

About the content

Learn strategies and skills for managing luxury brands within the hotel and tourism industry. You will analyze the essence of a luxury brand and learn marketing techniques and trends to better position your services. You will learn how luxury brands are created and how to properly communicate the value of your brand.

Concepts and applications will be introduced through textbooks, selected journal articles and field visits.

Note that this course is priced at USD $198.

  • Evaluate and discuss the essence of luxury brand management. Address the brand potential that exists in luxury activities, and how luxury-goods businesses should be conducted on a daily basis
  • Analyze and critic the specificities of luxury goods marketing, the long term trends in the luxury industry and the changing shape and definition of the luxury sector
  • Analyze and evaluate luxury brand management research journals
  • Identify luxury brand and experience problems within the hotel and tourism context, and apply research skills and techniques to solve these problems
  • Analyze and appraise related numerical and graphical data regarding managing luxury brand and experience, and develop solutions for industry practitioners

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Prerequisite

Learners need to have hospitality and tourism related experiences.

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Syllabus

Week 1: Essence of the Luxury Industry
Evaluate and discuss the essence of luxury brand management

Week 2: Luxury Brand Power and Lifecycle
Address the brand potential that exists in luxury activities, and how luxury-goods businesses should be managed

Week 3: The Luxury Client
Analyse critically the behaviour of luxury clientele and the long-term trends in the luxury market. Identify major research areas and issues, analyse and evaluate the literature on luxury brand management

Week 4: Luxury Brand Identity
Understand brand DNA and Codes of luxury brands through case studies

Week 5: International Distribution and Retailing of Luxury
Analyse the trends and systems of international distribution and retailing of luxury brands, and the impact of technology on these trends and systems

Week 6: Managing Luxury Brand Creation, Communication and Sustainability
Brand creation, communication and sustainability in the hospitality and tourism industry

Week 7: Luxury Management in the Fashion and Lifestyle Sector
Case studies for luxury management in the fashion industry

Week 8: Luxury Management in the Hospitality Industry
Case studies for luxury management in the hospitality industry

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Instructors

Catherine Cheung, Ph.D.
Associate Dean and Associate Professor
The Hong Kong Polytechnic University

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Content Designer

The Hong Kong Polytechnic University
The Hong Kong Polytechnic University
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Platform

Edx

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