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MN32271: Luxury marketing

[Page last updated: 23 May 2025]

Academic Year: 2025/26
Owning Department/School: School of Management
Credits: 10 [equivalent to 20 CATS credits]
Notional Study Hours: 200
Level: Honours (FHEQ level 6)
Period:
Semester 1
Assessment Summary: CWOA 10%, CWVG 45%, EXCB 45%
Assessment Detail:
  • Presentation (CWVG 45%)
  • In-class contributions (CWOA 10%)
  • Exam (EXCB 45%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites:
Learning Outcomes: Critically evaluate contemporary practice in the luxury segment
Develop specialised approaches to solve contemporary business challenges for both luxury and non-luxury brands
Exercise independent judgement and construct a reasoned and evidenced-based argument regarding contemporary luxury marketing
Identify, reflect upon, and engage critically with appropriate and representative literature in the field of luxury marketing


Synopsis: Explore key luxury marketing concepts and their applications in the modern market. You will study consumer behaviour, product development, and the influence of storytelling, craftsmanship, tradition, and pricing on premium brands. Collaborate in teams to apply insights to real-world scenarios, such as product design or brand positioning. Engage in debates on luxury ethics and trends, and present an actionable marketing strategy for a renowned luxury brand in your final project.

Content: This unit will cover, among other things: - Luxury products and services - Understanding the luxury consumer - Luxury pricing and retailing

Skills: Students will develop expertise in managing brands in the luxury sector (T / F / A) Students will have their written, presentational, and verbal skills assessed (F / A)

Aims: Luxury marketing differs from marketing for regular brands in several key aspects. This unit introduces students to strategies used to promote luxury goods and services to cater for a unique set of consumer expectations and desires

Course availability:

MN32271 is Optional on the following courses:

School of Management
  • UMMN-ANB07 : BSc(Hons) Business with Thin sandwich placement(s) (Year 4)
  • UMMN-AYB06 : BSc(Hons) International Management with Year Abroad (Year 4)
  • UMMN-AFB14 : BSc(Hons) Management (Year 3)
  • UMMN-AKB04 : BSc(Hons) Management with Year long work placement (Year 4)
  • UMMN-AKB05 : BSc(Hons) Management with Marketing with Year long work placement (Year 4)
Department of Politics, Languages and International Studies
  • UXXX-AYB05 : BSc(Hons) International Management and Modern Languages (French) with Year Abroad (Year 4)
  • UXXX-AYB04 : BSc(Hons) International Management and Modern Languages (German) with Year Abroad (Year 4)
  • UXXX-AYB06 : BSc(Hons) International Management and Modern Languages (Spanish) with Year Abroad (Year 4)

Notes:

  • This unit catalogue is applicable for the 2025/26 academic year only. Students continuing their studies into 2026/27 and beyond should not assume that this unit will be available in future years in the format displayed here for 2025/26.
  • 好色tv and units are subject to change in accordance with normal University procedures.
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