PRAO4047 Service Experiences and Luxury Branding (3 units)
- Year 3 standing or above
This course is designed to develop the perspective and intellectual ability of students in understanding the principles and practices of the services and luxury sector. Communicating branded services and luxury introduces a number of unique challenges, ranging from critical control over brand image, distinctive consumption pattern to emphasis on customer-brand relationship. Students will explore aspects of brand management, market structure, and consumer profiles of the services and 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 service experiences and luxury branding.
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