Luxury Brand Marketing

The American University of Rome

Course Description

  • Course Name

    Luxury Brand Marketing

  • Host University

    The American University of Rome

  • Location

    Rome, Italy

  • Area of Study


  • Language Level

    Taught In English

  • Prerequisites

    MKT 200

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    In this course, we will explore the luxury industry. Students will be introduced to the essential ingredients of effective marketing of luxury goods and services. The course is based on the customer-driven marketing concept and examines customer buying behavior and the marketing strategies luxury goods companies use: product development, branding and communications, distribution channels and pricing strategies; special emphasis is placed on understanding the differences between luxury goods marketers and mainstream marketers. We will take a 360 degree approach, focusing on many luxury sectors including fashion, jewelry, automobile, real estate, and travel and tourism. The course will help students understand the demands and challenges faced by those seeking to become marketers in this industry and will provide them with a unique ability to understand and analyze luxury brands and markets. A global perspective and examination of the international luxury markets provide foundations for the course.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations


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