Master of Science in Marketing Management
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Module 10 : Luxury Brands Management
OBJECTIVES
This module enables students to work on creating, developing and re-positioning real brands for both domestic and international markets. As Brand Managers do in the workplace, students must apply their marketing knowledge to the real marketplace to give them a head-start in the employment market as well prepare them for entrepreneurial ventures.
Students select their own brands and marketing opportunities that become live case studies which they must research, analyse, present and defend.
COURSE CONTENT
These sessions will cover the issues including
Branding Theory: The Keller Positioning Model
House Brand vs Product Brand strategies
Brand Stretching: Exploiting Brand Equities
Luxury Market Overview
French Luxury versus American approaches
Full course content available upon request.
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Concentration Courses
Marketing Management : A Decision Making Approach
Market analysis, performance measurements and market research results
Services Marketing
Service policies, managing quality, pricing policy, setting-up networks...
Marketing Research
Qualitative and quantitative marketing research, case studies...
Customer Equity
Customer loyalty programmes, customer relationship management, data-mining, marketing one-to-one...
B2B Marketing
Organizations as customers, professional markets, key account management...
Brand Equity
Brand management territory, brand personality, product mix, brand security...
E-Commerce and Hi Tech Marketing
On line buying studies, technical approaches, data bases, virtual consumers...
Advertising Management
Advertising strategy, media decisions, advertising evaluation, ethical issues...
Marketing Planning
Concept of business mission, nature of marketing audit, components of core strategy...
Luxury Brands Management
Luxury market, buying and consumers, distribution and marketing of luxury products...
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Ms Maureen Byrne
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