Study location	Netherlands, Maastricht
Type	Summer Courses, Full-time
Nominal duration	1 week (2 ECTS)
Study language	English

Tuition fee	€399 one-time

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 discernment. Welcome to our exclusive Luxury Marketing course, where we explore 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.

Goals
• 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
1) 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.
2) 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.
3) 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.
4) 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.
5) Reinhardt R. et al. (2023), “The high-end bias – A decision-maker preference for premium over economy innovations”, Long Range Planning.

Teaching Methods
Assignments, Lectures, PBL, Presentations, Research, Skills, Trainings, Work in subgroups

Assessment Methods
Assignment, Attendance, Computer test, Portfolio, Presentation

Course Coordinator
Dr. Irene Burlacu de Paoli