PRAD4047 Luxury and Service Branding (3 units)
- Medium of Instruction:
This course is designed to develop the perspective and intellectual ability of students in understanding the principles and practices of the luxury sector. Branding luxury goods and services introduces a number of unique challenges, ranging from selection of target market, critical control over brand image to emphasis on customer relationship. Students will explore aspects of brand management, market structure, and consumer profiles of the luxury industry. This course aims to engage students in a critical discussion on the complex interplay of cultural, economic and consumer factors in driving the development of luxury industry.
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