Sep 19, 2019  
2017-2018 College Catalog 
    
2017-2018 College Catalog [ARCHIVED CATALOG]

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MRKT 3416 - Luxury Brand Management

Marketing, Management & Finance
In this course students will explore the market history, consumer psychology, and strategic management issues faced in a wide variety of luxury and premium markets. The course is not limited to traditional luxury categories. Rather, it will examine how the concept of mass-market luxury is being applied across the entire consumer spectrum. The course will explore how luxury brands are managed across the life cycle. To understand this complex process, a multidisciplinary approach will be taken, incorporating marketing, symbolism (semiotics), sociology, anthropology, and post-modern consumption.
credit(s): 3
Prerequisite(s): MRKT 1550, MRKT 2650, MRKT 2710



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