Study location	Netherlands, Maastricht
Type	Summer Courses, Full-time
Nominal duration	2 weeks (3 ECTS)
Study language	English
Course code	MSS1016

Tuition fee	€599 one-time Early Bird Discount: €549,00. Valid until 17 February 2025.

Entry qualification

Enrolled as an Undergraduate student or Undergraduate diploma The course is suitable to students already having marketing research knowledge, but it is not a must. Anyone interested in the subject and willing to learn about it is eligible to apply. The entry qualification documents are accepted in the following languages: English. Often you can get a suitable transcript from your school. If this is not the case, you will need official translations along with verified copies of the original.

Language requirements	English The language of the course is English, so we expect a fluent level and the ability to follow and participate in class.

More information	maastrichtsummerschool.nl

Overview

Course Description
Despite the ongoing economic challenges and financial insecurities, the luxury market remains a segment of beauty and discern. Welcome to our exclusive Luxury Experience and Marketing course, where we explore what the luxury world is about and the art and science of promoting high-end brands and products. This course is designed for marketing enthusiasts, business professionals, and aspiring luxury brand managers who seek to master the intricacies of the elite market segment. Through a blend of theoretical insights and practical case studies, participants will gain a deep understanding of the unique challenges and opportunities within the luxury sector. The course is structured in 3 weeks and will be based on market research principles by which the student will carry its own study and will present its main findings at the end of the course. Throughout the course, the students will experience luxury first hand, while acquiring plentiful of research skills. The course will offer real networking opportunities into luxury industry.

Goals
During this course you will:
• Grasp the distinctive characteristics of luxury brands
• Employ contemporary theories and principles in crafting strategies for luxury marketing and brand management
• Showcase the proficiency to assess marketing scenarios, pinpoint significant challenges, and propose effective solutions
• Cultivate problem-solving skills through practical instances, case studies, and real-world marketing dilemmas
• Engage in creative and critical thinking to devise inventive solutions.

Recommended Literature
• Sestino A. (2024), “The challenge of integrating “intelligent” technologies in luxury shopping contexts: The role of brand personality appeal and consumers’ status consumption orientation”, Vol. 76, p: 1-12, Journal of Retailing and Consumer Services.
• Sharma P. et al. (2024), “Understanding consumer repurchase intentions towards luxury retail brands: Evidence from an emerging market”, Vol. 76, Journal of Retailing and Consumer Services.
• Rather R.A. et al. (2024), “Unveiling the dynamics between consumer brand engagement, experience, and relationship quality towards luxury hotel brands: Moderating investigation of brand reputation”, Vol. 116, p: 1-13, International Journal of Hospitality Management.
• Boa W. (2024), “Virtual luxury in the metaverse: NFT-enabled value recreation in luxury brands”, Vol. 116, p: 1-13, International Journal of Research in Marketing.
• Reinhardt R. et al. (2023), “The high-end bias – A decision-maker preference for premium over economy innovations”, Long Range Planning.

Teaching Methods
Interactive Class, Lectures, Presentations, Research, Working Visits

Assessment Methods
Assignment, Attendance, Computer test, Portfolio, Presentation, Oral Exam, Final Paper,

Course Coordinator
Dr. Irene Burlacu de Paoli