Universität Wien
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040177 KU Special Topics in Marketing: Luxury Marketing (MA) (2025S)

Luxury Marketing

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work
Fr 07.03. 13:15-14:45 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß

Details

max. 50 participants
Language: English

Lecturers

    Classes (iCal) - next class is marked with N

    • Friday 14.03. 13:15 - 14:45 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 21.03. 13:15 - 14:45 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 28.03. 13:15 - 14:45 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 04.04. 13:15 - 14:45 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 11.04. 13:15 - 14:45 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 02.05. 13:15 - 14:45 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
    • Friday 09.05. 13:15 - 14:45 Hörsaal 10 Oskar-Morgenstern-Platz 1 2.Stock
    • Friday 16.05. 08:00 - 09:30 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 16.05. 09:45 - 11:15 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 16.05. 11:30 - 13:00 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 23.05. 08:00 - 09:30 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 23.05. 09:45 - 11:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
    • Friday 23.05. 11:30 - 13:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 23.05. 13:15 - 14:45 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 30.05. 08:00 - 09:30 Hörsaal 7 Oskar-Morgenstern-Platz 1 1.Stock
    • Friday 30.05. 09:45 - 11:15 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
    • Friday 30.05. 11:30 - 13:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 30.05. 13:15 - 14:45 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 06.06. 13:15 - 14:45 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 13.06. 13:15 - 14:45 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 20.06. 13:15 - 14:45 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
    • Friday 27.06. 13:15 - 14:45 Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß

    Information

    Aims, contents and method of the course

    This course is intended for students pursuing the master's degrees in Business Administration and International Business Administration.
    The course is also open to students from other programs as well as guest students who are aiming for a specialization in marketing and who meet the study requirements.

    This course should provide students with a thorough understanding of luxury brand management and the specific challenges associated with the marketing of luxury products. The course aims at improving students’ analytical and decision-making skills in the domain of luxury.
    The course uses an interactive format composed of lectures, student presentations, and discussions. The different teaching methods should provide students with an integrated learning experience.
    Firstly, students will be introduced to the main concepts of luxury marketing and the key behavioral and strategic foundations of managing luxury brands. Secondly, students will present and critically discuss recent articles on luxury marketing and branding referring to behavioral, strategic, and operational aspects. Students are expected to actively participate in the discussions.
    The course will teach the fundamental concepts of luxury marketing and provide a thorough understanding of luxury brands and consumer behavior.
    It will address the following topics:
    • What is luxury marketing?
    • Why do consumers buy luxury products?
    • What is the profile of a luxury consumer? What characterizes them?
    • How to create a luxury brand?
    • Why is brand identity vital for luxury brands? How is it built?
    • How do luxury brands operate (product, price, place, promotion)?

    Assessment and permitted materials

    The performance assessment is based on three components:
    Class participation: 10 %
    Group presentation: 45 %
    Individual final exam: 45 %

    Minimum requirements and assessment criteria

    The course consists of a series of lectures and group presentations, where the students will present marketing articles on luxury brands. Students are expected to attend all lectures and group presentations. Attendance at the first session is compulsory.

    Grades will rely on the following scale:
    1 ≥ 88 %
    2 ≥ 75 %
    3 ≥ 63%
    4 ≥ 50 %
    5 < 50%

    Students achieving less than 50% of the points will fail the course and must repeat the entire course (they must register in the usual way the next time the course is offered).
    >> Students who remain enrolled in the course but do not participate in any activities or assessments will receive a negative grade.

    Examination topics

    The course consists of a series of lectures and group presentations, where the students will present marketing articles on luxury brands. Students are expected to attend all lectures and group presentations. Attendance at the first session is compulsory.

    Groups:
    Students will be asked to form groups of four (and five students in exceptional cases) and will be asked to present an academic article.

    Presentation:
    The duration of each presentation is 20-minutes (maximum), and the allocation of time should be di-vided equitably per student. Then, the group will respond to questions for 20-minutes.
    Please upload your presentation on moodle one day before the presentation at the latest.

    Content presentation:
    The presentation should contain the following points:
    • Overview of the topic and past research
    • Research question(s) and hypotheses
    • Main results and insights
    • Contribution of the article
    • Alternative explanations for the results (other than those presented by the authors)
    • Reference to real and concrete examples related to the topic of your article
    • Possible extensions of the article (still open questions)

    Article allocation for presentation:
    Groups will be randomly assigned to an article. The articles will be made available online via Moodle.

    Individual exam:
    The final exam will be based on lectures, class discussions, and group presentations.

    Reading list

    - Kapferer, J. N. (2012). The luxury strategy: Break the rules of marketing to build luxury brands. Kogan Page Publishers.
    - Batat, W. (2019). The New Luxury Experience. Springer International Publishing.

    Association in the course directory

    Last modified: We 15.01.2025 16:05