HADM 6435: Luxury Marketing

Spring. 3 credits. Letter grades only.

Prerequisite: HADM 2430, HADM 7430, or equivalent. Field trip fee: $50. Undergraduates should enroll in HADM 4435. Co-meets with HADM 4435.

Limited to HotelDM 6435 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.