Course 2017-2018 a.y.
30392 - LUXURY MANAGEMENT
BSS
Department of Management and Technology
Course taught in English
Go to class group/s: 95
Course Objectives
The course introduces to key strategic and managerial issues in Luxury Businesses with the aim to unveiling the magic alchemy among creativity, manufacturing and go to market needed to succeed. Furthermore, we discuss the most diffused development paths, identifying the critical steps from start-up to a well-establish global brand.
As a luxury positioning is transversal among industries, the course also provides basics knowledge on the specifics of key product/service categories in luxury personal goods, luxury cars and experiential luxury providing students with a «knowledge kit» to understand the trends and challenges of those segments.
Lastly, a particular attention is given to the structural forces that are reshaping the competitive environment of luxury businesses in the «new normal» context.
The course addresses the following questions and issues
As a luxury positioning is transversal among industries, the course also provides basics knowledge on the specifics of key product/service categories in luxury personal goods, luxury cars and experiential luxury providing students with a «knowledge kit» to understand the trends and challenges of those segments.
Lastly, a particular attention is given to the structural forces that are reshaping the competitive environment of luxury businesses in the «new normal» context.
The course addresses the following questions and issues
- What are the foundations of successful business models in luxury?
- Which are the key differences in strategizing and managing a premium or a luxury positioning?
- What are the key business processes in creating a luxury positioning?
- How could sustainable growth strategies be implemented by luxury firms?
Course Content Summary
The course includes these sections.
- Luxury context and best practices in the segment of luxury personal goods and experiential luxury.
- Foundations of strategy and business models in high end segment: luxury vs premium.
- Foundations of luxury management: overview of tools used to create a distinctive and unique luxury positioning.
- Foundations of luxury business development: from start-up to orchestrating global luxury brands.
Company visits (TBD).
- Luxury Personal Goods (leather goods, jewelry...).
- Luxury Cars or Yachts.
- Luxury Experiences.
Information about the company visits are made available during the course.
Detailed Description of Assessment Methods
- 50% work in teams.
- 50% individual assessment: final written exam on 21 July 2017.
Textbooks
Readings, slides and cases are provided via e-learning space day by day.
Prerequisites
Basics of Business Strategy and Key Financial Ratio.
Last change 26/06/2017 11:50