Business Strategy in the European Luxury Industry

Center for European Studies

Business Strategy in the European Luxury Industry

Voorwaarden

This course is appropriate for students in the early stages of their academic education with a basic understanding of introductory business concepts such as the product, place, promotion and price aspects of marketing. Having previously taken an introductory business class is recommended but not necessarily required. This class is intended for business majors of all kinds including marketing, management, business administration, advertising and public relations.

Aanbevolen literatuur

Book 1) Kapferer Jean-Noël, & Bastien, V. (2015). The luxury strategy: break the rules of marketing to build luxury brands. London: Kogan Page. Sample Articles 1) Winston, A. (2017, January 10). An Inside View of How LVMH Makes Luxury More Sustainable. Harvard Business Review. 2) Fontana, R., Girod, S.J.G. & Kralik, M. (2019, May 24). How Luxury Brands Can Beat Counterfeiters. Harvard Business Review Case Topics Students will analyse cases involving real luxury companies to utilize their problem-solving ability when faces with situations similar to those they may encounter in their future careers. Topics covered in case studies include business strategy, branding, appealing to a target market, diversification and online marketing Sample Films 1) Dior and I. (2014). CIM Productions. 2) Valentino: The Last Emperor. (2008). Acolyte Films.

BUS3014

Periode 6

9 jun 2025

4 jul 2025

Vakbeschrijving afdrukken

Studiepunten:

6.0

Coördinator:

S. van der Laan

Onderwijsmethode:

PBL, Lecture(s), Presentation(s), Research, Work in subgroups, Working visit(s)

Evaluatiemethoden:

Assignment, Attendance, Participation, Presentation

Trefwoorden:

Luxury industry; European business; case studies; branding; marketing; management; retailing; public relations; fashion; food and beverage; automobiles.