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Liberal Arts & Italian Culture
Fall 2021 Semester Florence

Flight Voucher $1,000 Flight Voucher when you apply with code by May 19, 2021

Course Overview


Luxury Marketing

Luxury Marketing Course Overview


CEA Partner Institution: CEA Florence Center
Location: Florence, Italy
Primary Subject Area: Marketing
Instruction in: English
Course Code: MKT330FLR
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: While no prerequisites are required for the course, a basic course in principles of marketing is advised.
Additional Fee: $150.00
Additional Fee Description:This course requires payment of an additional fee to cover active learning components that are above and beyond typical course costs, such as site visits, entrance fees and other expenses.


The luxury industry is a multi-billion-dollar business which has been growing significantly since the 1990s. The rising demand has not just come from customers in emerging economies and in the affluent society, but also from people who can occasionally afford luxury products and service. Luxury is now everywhere and is no longer exclusively for the rich and the elite.

As part of the field of international marketing, this course reveals and studies the distinct marketing principles, strategies and practical techniques designed for top-market, up-scale products and services management. The major topics you will consider include: general management of the luxury good or service firm, luxury brand management, product policy and portfolio development in the luxury sector, distribution factors affecting the luxury product, and the communication, advertising and promotion of the goods, marketing tools and strategies.

While you will both review basic marketing principles and engage in theoretical lectures in the traditional class setting, important stages in the process of discovery and learning will take place inside the luxury boutiques, elite stores and secret dens located, and often hidden, in Florence. By visiting top-line retailers and vendors and by analyzing their unique, ingenious, and targeted strategies as well as the distinctive, discrete and ego-flattering messages they send out to the privileged few, you will learn the secret of how these companies and merchants sell their wares at the most outrageous of prices.

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