• Evaluate and discuss the essence of luxury brand management. Address the brand potential that exists in luxury activities, and how luxury-goods businesses should be conducted on a daily basis
• Analyze and critic the specificities of luxury goods marketing, the long term trends in the luxury industry and the changing shape and definition of the luxury sector
• Analyze and evaluate luxury brand management research journals
• Identify luxury brand and experience problems within the hotel and tourism context, and apply research skills and techniques to solve these problems
• Analyze and appraise related numerical and graphical data regarding managing luxury brand and experience, and develop solutions for industry practitioners

Week 1: Essence of the Luxury Industry
Evaluate and discuss the essence of luxury brand management

Week 2: Luxury Brand Power and Lifecycle
Address the brand potential that exists in luxury activities, and how luxury-goods businesses should be managed

Week 3: The Luxury Client
Analyse critically the behaviour of luxury clientele and the long-term trends in the luxury market. Identify major research areas and issues, analyse and evaluate the literature on luxury brand management

Week 4: Luxury Brand Identity
Understand brand DNA and Codes of luxury brands through case studies

Week 5: International Distribution and Retailing of Luxury
Analyse the trends and systems of international distribution and retailing of luxury brands, and the impact of technology on these trends and systems

Week 6: Managing Luxury Brand Creation, Communication and Sustainability
Brand creation, communication and sustainability in the hospitality and tourism industry

Week 7: Luxury Management in the Fashion and Lifestyle Sector
Case studies for luxury management in the fashion industry

Week 8: Luxury Management in the Hospitality Industry
Case studies for luxury management in the hospitality industry