AT7049 - Luxury Brand Project

What will I learn on this module?

Initial lectures examine issues such as the context of the luxury consumer goods industries, the characteristics of luxury brand products, the day-to-day issues of the luxury industries with a specific focus on the political economy of luxury brands, the role of audiences in consuming luxury products and finally the main trends in the luxury consumer goods industries. The project then involves a case study in the luxury consumer goods industry. You will be set an industry related brief (which may also be part of a live project with a luxury brand company) and assessed through an a/v presentation delivered to peers, industry professionals of that company (if applicable) and academics. You will produce a 4000-word essay that answers the industry-facing brief.

How will I learn on this module?

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.

How will I be supported academically on 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.

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 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

How will I be assessed?

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.

Pre-requisite(s)

N/A

Co-requisite(s)

N/A

Module abstract

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.

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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