Luxury Marketing Study + Internship in Florence Program Fall 2021 Semester

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.