date_range Débute le 30 août 2019
event_note Se termine le 21 novembre 2019
list 6 séquences
assignment Niveau : Intermédiaire
chat_bubble_outline Langue : Anglais
language Sous titrage : Chinois
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Les infos clés

credit_card Formation gratuite
verified_user Certification payante
timer 36 heures de cours

En résumé

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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Les prérequis

Leaners need to have hospitality and tourism related experiences.

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Le programme

Week 1: Specificities 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 conducted on a daily basis

Week 3: The Luxury Client
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

Week 4: Luxury Brand Identity
Analyze and evaluate luxury brand management research journals to identify research problems, review the literature, apply methodologies, and appraise results; and develop research proposal, to conduct an appropriate survey, to evaluate the findings, and to compose research reports

Week 5: Managing Luxury Brand Creation and Communication
Identify luxury brand and experience problems within the hotel and tourism context, and apply research skills and techniques to solve these problems

Week 6: International Distribution and Retailing
Analyze and appraise related numerical and graphical data regarding managing luxury brand and experience, and develop solutions for industry practitioners
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Les intervenants

Basak Denizci Guillet, Ph.D.
Associate Professor
The Hong Kong Polytechnic University

Markus Schuckert, Dr. rer.soc.oec.
Associate Professor
The Hong Kong Polytechnic University

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Le concepteur

The Hong Kong Polytechnic University
assistant

La plateforme

EdX est une plateforme d'apprentissage en ligne (dite FLOT ou MOOC). Elle héberge et met gratuitement à disposition des cours en ligne de niveau universitaire à travers le monde entier. Elle mène également des recherches sur l'apprentissage en ligne et la façon dont les utilisateurs utilisent celle-ci. Elle est à but non lucratif et la plateforme utilise un logiciel open source.

EdX a été fondée par le Massachusetts Institute of Technology et par l'université Harvard en mai 2012. En 2014, environ 50 écoles, associations et organisations internationales offrent ou projettent d'offrir des cours sur EdX. En juillet 2014, elle avait plus de 2,5 millions d'utilisateurs suivant plus de 200 cours en ligne.

Les deux universités américaines qui financent la plateforme ont investi 60 millions USD dans son développement. La plateforme France Université Numérique utilise la technologie openedX, supportée par Google.

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