AT7049 - Luxury Brand Project

The module takes a critical structure and agency approach to the luxury consumer goods sector, and it is delivered through a combination of lectures, workshops, and tutorials. Theories and issues informing work-based practices are explored by the tutor and followed by more interactive work shop-based activities by the students to help them see the links between theory and practice. The module combines theory, practice and experiential learning to enable you to obtain a fully-rounded and critical understanding of the ways in which the luxury consumer goods industry functions and the primary issues that face those working within them. In the course of the module, you will be also directed by the tutor to undertake directed and independent learning by reading texts, watching videos/listening to audios, and searching for some information to discuss in class. There is one Industry visit in this module.

The tutor will be the primary focus of your academic support during this module. In addition to class meetings, the tutor will be available for tutorials with students during tutor contact hours to discuss issues arising from the lectures/seminars. Providing formative and summative feedbacks to students are other forms of academic support provided by the tutor.

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)

Knowledge & Understanding:
1 - You will understand key theoretical concepts such as Luxury brand management, branding, supply chain, and the luxury brand market place
2 - You will understand the structural, economic and cultural underpinnings of the development and current status of contemporary luxury consumer goods industries.

Intellectual / Professional skills & abilities:
3 - You will develop reflexive working practices skills within the luxury consumer goods industries context.
4 - You will develop critical media literacy skills to construct and deconstruct work-based practices within the luxury consumer goods industries
Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
5 - You will develop cultural attributes, necessary for a luxury industry professional, including CSR knowledge and ethical approaches in creative management work-based practices

Assessment 1: Group PowerPoint presentation (25% of the final mark).

TASK: Students will be working examining a luxury brand to research and find a solution to an issue facing that brand. Students may also be set live briefs by Amsterdam-based luxury industries set by the brand. The research scoping and potential solutions will be set out in a PowerPoint presentation. The presentation will last for 10-15 minutes. Formative feedback given in class and written summative feedback provided.

Assessment 2: Group 4000 words report (75% of the final mark) based on a question set by the luxury consumer goods brand. Relevant visuals can be included. Written summative feedback will be provided.

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This module provides you with a critical understanding of luxury brand management in the context of contemporary theories, practices, trends, and work patterns that have developed within the luxury consumer goods sector. It contains learning in both theory and practice, and takes a critical structure/agency approach to the luxury consumer goods sector. The module is delivered through a combination of lectures, workshops, and tutorials.