HADM 4435: Luxury Marketing

Spring. 3 credits. Letter grades only.

Prerequisite: HADM 2410, HADM 2430, AEM 2400, AEM 2420, or equivalent. Field trip fee: $50. Open to: undergraduate juniors and seniors. Graduate students should enroll in HADM 6435. Co-meets with HADM 6435.

Limited to HotelDM 4435 Pre-Req

Instructors

• Kathryn LaTour (kal276) - Spring 2023

Description

Luxury Marketing is a new course designed to help students gain a thorough understanding of luxury service management and the specific challenges of marketing to luxury consumers. Marketing luxury services requires specific principles to enhance and preserve the image of finest quality, exclusiveness, and hedonic value. This course is designed to sharpen student knowledge in marketing by contrasting traditional versus luxury-specific marketing principles within the service sector. This 14-session course is structured around a mix of cases, company projects and guest lectures from industry professionals, and designed to provide real-world learning opportunities and exposure to various luxury sectors.