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Luxury Marketing

  • Teacher(s):   F.Morhart  
  • Course given in: English
  • ECTS Credits: 6 credits
  • Schedule: Autumn Semester 2021-2022, 4.0h. course (weekly average)
  •  sessions
  • site web du cours course website
  • Related programmes:
    Maîtrise universitaire ès Sciences en management, Orientation Behaviour, Economics and Evolution

    Master of Science (MSc) in Management, Orientation Business Analytics

    Master of Science (MSc) in Management, Orientation Strategy, Organization and Leadership

    Master of Science (MSc) in Management, Orientation Marketing
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Luxury marketing works differently than marketing products for everyday consumption. Rather than strictly catering to consumers’ needs and outsmarting the competition to drive sales and profits, marketing luxury goods follows its own rules in order to preserve the mystic aura and dream factor which is core to luxury brands.

At the same time, the luxury industry finds itself under siege in the face of profound changes impacting consumption culture in general: digitalization, global mobility, and consumers’ increased awareness of the environmental crisis and social inequalities. Consequently, the meaning of notions such as materialism, status, and luxury need to be carefully revisited.

This course is designed to sharpen your marketing understanding and critical judgement with regard to the specificities of the luxury industry. At the same time, this class is meant to serve as a platform to discuss latest challenges of the luxury industry for which today’s luxury marketers do not have clear answers yet. Students will deep-dive into luxury thinking through work on a real-case project, case studies, luxury blog writing, and exchange with industry experts.


The class is organized in 14 lectures, covering the following areas:

  1. Understanding luxury and disruption in the luxury sector
  2. Luxury consumers and the Millenial generation
  3. The luxury brand
  4. Luxury brand extension
  5. Globalization and new luxury markets
  6. Luxury retail
  7. Aesthetics and art in luxury
  8. Craftsmanship and authenticity in luxury
  9. Luxury brand experience and sensuality
  10. Communicating luxury brands
  11. Pricing luxury and financial/HR management in the luxury sector
  12. Luxury and sustainability


1. Morhart, F.M./Wilcox, K./Czellar, S. (2020): Research Handbook of Luxury Branding. Cheltenham: Edward Elgar Publishing.

You can purchase the online version of this book here:

2. Kapferer, J.-N./Bastien, V. (2012): The Luxury Strategy – Break the Rules of Marketing to Build Luxury Brands, 2nd ed., London et al.: Kogan Page.

3. Additional readings (articles, cases, reports etc.) will be provided on the course's Moodle site.


This class is limited to 48 students. Preference will be given to MScM students of the Marketing specialization. Remaining places will be allocated on a first come-first serve basis. Good English skills are required.

Please send your application with a small motivation statement for this class and proof of your MScM Marketing specialization to until September 11, 2021. After approval of your participation in this class you will receive more information about the teaching conditions (mostly distance teaching).


First attempt

Without exam (cf. terms)  

1. Real case team project (Presentation and report) – 60 %

2. 3 blog entries (3 top out of 12) – 40%


Without exam (cf. terms)  

A retake assignment will count for 100% of the real case project. Blog entries will stay valid.

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