AT7047 - Luxury Brand Management

What will I learn on this module?

In this module, you will critically engage with luxury brands across numerous platforms in the form of: fashion, watches, jewellery, beverages, automobiles, hotels, retail locations, and travel and leisure experiences. Finally, you will analyse luxury brands and their strategic management within a contemporary global context to gain a critical understanding of how such brands are marketing and consumed within comparative international markets.

How will I learn on this module?

You will learn within tutor-led lecture sessions that are devoted to specific topics on a week-by-week basis, and seminar-style discussions that will enable you to work effectively in groups in order to immediately discuss and evaluate questions and debates drawn from the aspects of the contemporary luxury brand industry discussed by the module tutor. In terms of the teaching delivery you will experience, you will receive teaching throughout the programme by tutors from both the Amsterdam University of Social Sciences and Northumbria University campuses.

How will I be supported academically on this module?

You will be supported through module information and teaching materials available through the ELP system in addition to an online Library Reading List that contains numerous eBooks, online journal articles and digitised chapters to ensure that you will have access to numerous learning materials for lecture and workshop tasks and the module assessment. Additionally, outside of formal teaching sessions, you will have access to tutors via tutorial slots and you can raise any issues with the tutor via email.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

Knowledge & Understanding:

1. You will be able to critically and professionally evaluate the concept of luxury brands.

2. You will be able to critically appreciate the principal processes underpinning the management, marketing and communication of luxury brands.

3. You will have the knowledge to systematically appraise practical approaches employed by the luxury industry to inspire consumer loyalty towards brands.


Intellectual / Professional skills & abilities:

4. You will be able to demonstrate a range of skills and communication methods from seminar group work, case study analysis and written assessed work.

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):

5. You will critically understand luxury brands and their management and marketing in relation to key social and economic institutions in a global context.

How will I be assessed?

Assessment:

The assessment strategy for this module consists of a 5000-word Brand Management and Communication Portfolio. The Portfolio is based upon a particular luxury brand of your choice and in terms of content, it must identify its brand sector and apply key aspects of strategic managerial approaches and marketing drawn from the module content and literature to establish how the brand could be managed and retailed effectively.

The assessment will address MLOs 1, 2, 3, 4, & 5

Grades and feedback will be provided to you electronically through the Turnitin system.

Pre-requisite(s)

N/A

Co-requisite(s)

N/A

Module abstract

The Luxury Brand Management module guide you in the concept, application, marketing and management of luxury brands in relation to contemporary global brand markets, production and consumption patterns. The module combines critical, conceptual, applied and strategic approaches to the subject and practice of luxury brand management, communication and advertising. Additionally, the module also critically examines further aspects of the luxury market such as how brands establish consumer loyalty and how they distribute luxury products.

Course info

Credits 30

Level of Study Postgraduate

Mode of Study 1 year full-time

Department Newcastle Business School

Location Netherlands

City Amsterdam

Start September 2023

Fee Information

Module Information

All information is accurate at the time of sharing.

Full time Courses starting in 2023 are primarily delivered via on-campus face to face learning but may include elements of online learning. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.

Contact time is subject to increase or decrease in line with additional restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors, potentially to a full online offer, should further restrictions be deemed necessary in future. Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.

 

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