Luxury Marketing

1.5 Credits · Level: Undergraduate

The course focuses on the business of “luxury goods” and how luxury marketers create and sustain brands for which customers are willing to pay very high prices. This course will provide a framework and a set of concepts focused on the luxury goods industry (and some luxury services) but interrelated to the core marketing concepts taught at Georgetown. The course will be based on the customer-centric marketing concept and will examine customer buying behavior and the marketing strategies luxury goods companies use: product development, branding and communications, distribution channels and pricing strategies. The course is predicated on the idea that while all marketing involves common underlying strategic frameworks, there are specific differences between luxury goods marketers and mainstream marketers. A global perspective and examination of variations in foreign markets are underpinnings of the course. Cases, readings, and original studies are used.