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Luxury Marketing
OVERVIEW
CEA CAPA Partner Institution: University of Vic - Central University of Catalonia
Location: Barcelona, Spain
Primary Subject Area: Marketing
Instruction in: English
Transcript Source: Partner Institution
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
DESCRIPTION
Luxury is one of the fastest growing sectors around the world. Luxury does not suffer crises and in fact during crises the sales of this kind of product (from houses and watches to jewels) tend to increase in quality and
quantity. But if you want be involved in this sector you need to understand how it works and why sometimes it doesn?t. Luxury has its own operating protocols, purchasing motives, distribution channels, brands, advertising campaigns and reasons for rejection, which you need to know about. Luxury is a matter of emotion. Price is not an issue. Here psychological and social factors are decisive. A good marketing manager needs to follow certain guidelines to understand the luxury market and consumers.
quantity. But if you want be involved in this sector you need to understand how it works and why sometimes it doesn?t. Luxury has its own operating protocols, purchasing motives, distribution channels, brands, advertising campaigns and reasons for rejection, which you need to know about. Luxury is a matter of emotion. Price is not an issue. Here psychological and social factors are decisive. A good marketing manager needs to follow certain guidelines to understand the luxury market and consumers.
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