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Branding Luxury
Postgraduate | CUR-MMK590 | 2024
- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- Part of a degree
- Duration
- 13 weeks
FEE-HELP available
Branding Luxury
About this subject
At the completion of this subject students will be able to:
- apply the necessary knowledge and skills to understand the complexities of design, branding, and marketing of luxury goods and services
- design a retail strategy, incorporate concepts, models and trends for luxury brands
- evaluate the formulation and implementation of brand strategies with respect to luxury brands
- plan and implement brand management programs through integrated marketing communications
- Introduction to Luxury Branding
- The antecedents of the consumption of luxury goods
- The anti-laws of luxury marketing
- Brand equity: the specificities of luxury brands
- Mini Lecture and Progressive Test in Lecture
- Communication models and their application to the luxury sector
- Luxury aesthetics: An industry analysis
- Group project Consultation
- Managing luxury counterfeits and mimics
- Corporate social responsibility: A luxury perspective
- Group presentations
- Wrap-up and Submission of the brand campaign proposal
In this subject, students will develop specialist advanced knowledge and skills on how to market and manage a luxury brand. Students will develop a deeper understanding of the complexities of branding for luxury organisations, particularly as luxury markets continue to become more competitive, multi-dimensional and polarised. The subject will equip students with knowledge on building, measuring, and managing luxury brands.
Please Note: If it’s your first time studying a Curtin University subject you’ll need to complete their compulsory ‘Academic Integrity Program’. It only takes two hours to complete online, and provides you with vital information about studying with Curtin University. The Academic Integrity Program is compulsory, so if it’s not completed your subject grades will be withheld.
Find out more about the Academic Integritymodule.
- Progressive Test (30%)
- Industry Analysis (40%)
- Brand Campaign Proposal (30%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Entry requirements
To enrol in this subject, you must be admitted into a degree.
Additional requirements
No additional requirements
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
Equivalent full time study load (EFTSL) is one way to calculate your study load. One (1.0) EFTSL is equivalent to a full-time study load for one year.
Find out more information on Commonwealth Loans to understand what this means to your eligibility for financial support.