SEMM746 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, while directing attention to their practical application in understanding this market segment.
In this way, the course introduces students to the historical, psychological, marketing and advertising dimensions of the concept of "luxury" in relation to luxury goods and services.
The course gives a basic methodological orientation, explains how to work with different information sources, helps in creating the conditions for acquiring the knowledge and skills needed to plan and organize communication campaigns for brands of the so-called "high class". The acquisition of such knowledge and skills is extremely important for brand managers who have to work in a dynamic and competitive environment, in which sometimes only luxury product marketing makes it exclusive and preferred in the market.
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:
Лекция
Език, на който се води курса:
Английски
Теми, които се разглеждат в курса:
- Sociology and culture of luxury branding
- Socio-cultural concepts for defining a luxury brand
- Brand category positioning in the luxury industry
- Conceptualizing “luxury product/luxury brand”
- Variable economic values of luxury branding
- Sustainable economic values of luxury branding
- Practical application of economically variable values in the luxury industry
- Marketing strategies in the luxury industry
- Marketing research on luxury products and services
- Conducting a midterm test
- Colloquium: Marketing research in the luxury industry
- Economic indicators for management in the luxury industry
- Enterprise’s sustainable forms in the luxury industry
- The gray market in the luxury industry
- The black market 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:
1. discussion, individual work on Moodle, mid-term test, case study
2. final test, case study, student's participation on Moodle is monitored for final semester's assessment