SEMM719 Проект: Луксозен брандинг: ексклузивни стратегии и лайфстайл
Анотация:
The course aims to give knowledge of basic concepts in the field of luxury branding and symbolic behaviour of trade agents, focusing on their practical application in understanding this market segment.
The project course is organised as an individual student’s work, mainly on Moodle.
Преподавател(и):
гл. ас. Иво Ив. Велинов д-р
Описание на курса:
Компетенции:
1) Knowledge:
- What is meant by the term of luxury in modern society;
- What distinguishes a luxury product from the general ones;
- How the image of a luxury product is built and how it should and should not communicate with trade agents.
2) Skills:
- To create advertising and marketing campaigns for high-end products;
- To plan and manage the development of luxury brands in time according to the specifics of the given market;
- To work with marketing research for better organizing the brand communication.
Предварителни изисквания:
Fluency in English or French, B2
Форми на провеждане:
Редовен
Учебни форми:
Проект
Език, на който се води курса:
Английски
Теми, които се разглеждат в курса:
- Marketing research on luxury products and services
- Practical application of economically variable values in the luxury industry
Литература по темите:
Chevalier, M. (2012). Luxury Brand Management: A World of Privilege.
Csaba, F. (2009). Redefining Luxury: A Review Essay.
Muller, J. (2003). The Mind and the Market: Capitalism in Western Thought.
Veblen, T. (2007). The Theory of the Leisure Class.
Средства за оценяване:
For the final semester’s assessment, student’s participation is monitored on Moodle.