Logo of Maastricht Summer School

Business Strategy in the European Luxury Industry

Maastricht Summer School
Netherlands, Maastricht
Maastricht Summer School Netherlands, Bonnefantenstraat 2, 6211 KL Maastricht, The Netherlands
Tuition fee €675 per programme


Please note that due to COVID-19 this course will take place online.

A focused study of the European luxury industry with emphasis on current and developing trends and issues. Topics covered include business strategy, marketing, retailing, management, branding, and public relations of luxury companies in the fashion, food and beverage and automobile sectors. Through reading, analysing current case studies of real-life companies, discussion, viewing media, luxury retail professional visits in Maastricht and a possible Amsterdam trip, students will learn how the luxury industry maintains its aspirational image with consumers even as it sells entry-level products such as sunglasses and accessories to a mainstream audience.

This 32 hour, three-week course incorporates in-class lectures, discussion, watching documentaries, collaborative problem solving of case studies and oral presentations on the subject of the luxury industry. Outside of class, students will spend their time on completing assigned readings, working on additional case studies, visiting local Maastricht luxury retailers and participating in a possible field trip to Amsterdam.

General disclaimer: on-campus education and activities, as well as trips and visits related to the course are conditional. E.g. (Dutch) travel advice should be positive regarding the region that will be visited and institutions should be able to accept visitors. In case a proposed activity, trip or visit cannot continue due to circumstances, (online) alternatives may be organized.

Course Duration and Dates
This is a three week course running from the 28th of June until the 16th of July, 2021

The number of credits earned after successfully concluding this course is the equivalent of 6 ECTS according to Maastricht University MSS guidelines. For further information see the MSS terms and conditions

Course objectives
Upon completion of this course, students should be able to:

• Conduct self-directed learning including locating, reading, interpreting and synthesizing information;
• Analyze current trends and issues influencing the European luxury industry;
• Practice problem solving and application of theory to management and branding challenges that occur in luxury companies;
• Identify the ethical issues related to the luxury industry, including sustainability and working conditions;
• Examine luxury’s role in popular culture, including its depiction in music, movies and television and the impact of the industry’s image on consumerism.
• Determine positive leadership characteristics of luxury industry professionals in the workplace.

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.

Recommended reading
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.

Professional Visits:
Students will visit local Maastricht luxury retailers and attend a possible field trip to Amsterdam.

Apply now! Summer Term 2020/21
Application deadline
9 Jun 2021 23:59:59
Europe/Amsterdam time
Studies commence
Jun 28, 2021

Application deadlines apply to citizens of: United States

Apply now! Summer Term 2020/21
Application deadline
9 Jun 2021 23:59:59
Europe/Amsterdam time
Studies commence
Jun 28, 2021

Application deadlines apply to citizens of: United States