Learn to transform your/a brand into a benchmark of luxury and exclusivity, attracting high-net-worth clients and increasing the perceived value of your products and services. This module will teach you how to create a luxury brand identity, develop a unique value proposition, and employ effective marketing and communication strategies to position your brand in the luxury market. Upon completing this module, you will have the skills and knowledge necessary to luxurise your brand and position it in the luxury market. Additionally, you will learn to adapt to changing trends and maintain sustainable growth in the competitive world of luxury.

1. The luxury market and branding
   1. Understanding the luxury market and its functioning
   2. The psychology of the luxury consumer
   3. Identification of opportunities in your niche
   4. Basic principles of luxury branding
2. Creation of a luxury brand identity
   1. Definition of brand personality and values
   2. Creating a striking logo and visual design
   3. Developing an emotional and aspirational brand narrative
   4. Maintaining consistency in online and offline presence
3. Development of luxury products and services
   1. Research and development of exclusive products and services
   2. Design and presentation of high-quality products and services
   3. Collaborations and strategic alliances with prestigious brands
   4. Creating memorable customer experiences
4. Marketing and communication strategies for luxury brands
   1. Identification and segmentation of the target audience
   2. Digital and offline marketing in the luxury market
   3. Creating sophisticated and aesthetic advertising campaigns
   4. Public relations and reputation management
5. Loyalty and retention of high-level clients
   1. Customised and adapted sales techniques for the luxury client
   2. Loyalty programmes and exclusive benefits
   3. Exceptional and personalised customer service
   4. Monitoring and improving customer experience
6. Measuring success and sustainable growth in the luxury market
   1. Establishment of key performance indicators (KPI)
   2. Monitoring and analysing brand performance
   3. Implementation of adjustments and continuous improvements
   4. Expansion and diversification in the luxury market

Luxury marketing differs from traditional marketing in several aspects. One of the main differences is that luxury marketing focuses on brand value, rather than product features. Luxury brands create a brand experience that goes beyond the product or service they offer, and seek to generate an emotional connection with their customers.

Another significant difference is that luxury marketing targets a very specific and exclusive audience. Luxury products and services often have a very high price, which means they are only accessible to a small part of the population. Therefore, luxury brands must focus on a marketing strategy that reaches this target audience, rather than trying to reach a mass audience.

In this module, we will discuss the different techniques and strategies that luxury brands use to reach their exclusive audience. These techniques include:

Module 4 focuses on digital transformation in the luxury industry and how brands and businesses can leverage digital technologies and strategies to improve their positioning, operations, and relationships with consumers. Students will explore the different areas in which digitalisation has impacted the sector, from e-commerce and digital marketing to product and service innovation, supply chain management, and customer experience.

4.1. Introduction to digital transformation in the luxury industry

• Concept and characteristics of digital transformation
• The impact of technology on consumer behaviour and market expectations
• Challenges and opportunities for luxury brands in the digital environment

4.2. E-commerce and luxury

• Evolution of e-commerce in the luxury industry
• Platforms and strategies for online sales of luxury products
• Customer experience and personalisation in luxury e-commerce

4.3. Digital marketing and communication in the luxury sector

• Planning and execution of digital marketing campaigns for luxury brands
• Social media, influencers and branded content in luxury promotion
• Measuring results and data analysis in digital marketing strategies

4.4. Introduction to innovation in luxury products and services through technology

• Application of emerging technologies in the creation and production of luxury goods (IoT, virtual reality, artificial intelligence, etc.)
• Connected luxury: integration of technology in luxury products and experiences
• New forms of consumption and business models in digital luxury (subscriptions, rental, resale, etc.)

4.5. Supply chain management and logistics in the digital environment

• Technologies and solutions for optimising the supply chain in the luxury sector
• Traceability and transparency in the supply chain through digital tools (blockchain, RFID, etc.)
• Logistics and distribution of luxury products in e-commerce

4.6. Omnichannel strategies and digital transformation in customer experience

• Integration of physical and digital channels in luxury shopping experience
• The role of physical stores and innovation in luxury retail
• Technologies to enhance customer experience and brand interaction in the digital environment

Luxury and sustainability have not historically been terms that were frequently associated, but sustainability has now become a central theme in the luxury industry. Consumers are increasingly aware of the impact their purchasing decisions have on the environment and society, so luxury companies have begun to respond to this growing demand for sustainable products and services.

Module objectives: The main objective of this module is to provide students with a comprehensive understanding of sustainability in the luxury industry. Students will learn about the major trends and challenges in the luxury industry and how businesses can address these challenges sustainably. Best practices in luxury sustainability will also be explored, from material selection and product design to marketing strategies and supply chain management.

Introduction to sustainability in luxury

• Definition of sustainability and luxury
• The impact of the luxury industry on the environment and society
• Trends and challenges in the sustainable luxury industry

Selection of sustainable materials

• Sustainable materials used in the luxury industry
• The importance of material traceability
• The use of recycled and renewable materials

Sustainable product design

• Designing products with a longer life cycle
• Designing products with a reduced carbon footprint
• Designing products that are repairable and recyclable

Sustainable supply chain management

• Selection of sustainable suppliers
• Supplier audits to ensure sustainability
• Improving sustainability in logistics and distribution

Sustainable marketing strategies

• Transparent communication about product sustainability
• Use of sustainable packaging with lower environmental impact
• Creating a sustainable brand experience

Future of sustainability in the luxury industry

• Emerging trends in luxury sustainability
• Sustainable innovations and technologies
• The role of the consumer in luxury sustainability

In this module, we will explore the impact of emerging technologies on the luxury industry, examining how luxury brands are adopting and applying innovations such as the Metaverse, Virtual Reality (VR), Augmented Reality (AR), Mixed Reality (MR), Web 3.0, and Artificial Intelligence (AI) to stay ahead and deliver unique and personalised experiences to their customers.

Introduction to innovation in luxury

• Basic concepts of luxury
• History of innovation in luxury
• Current trends in the luxury market
• The importance of innovation in the luxury sector

Metaverse and luxury

• What is the Metaverse?
• The convergence of physical and digital reality
• Examples of how luxury brands use the Metaverse
• New opportunities and challenges for luxury in the Metaverse

Virtual Reality, Augmented Reality, and Mixed Reality in luxury

• Introduction to VR, AR, and MR
• Applications of VR in the luxury sector (marketing, design, training)
• Applications of AR in the luxury sector (immersive experiences, personalisation, sales)
• Applications of MR in the luxury sector (prototyping, events, product interaction)
• Case studies of luxury brands using VR, AR, and MR

Web 3.0 and luxury

• What is Web 3.0?
• Key Web 3.0 technologies and concepts (blockchain, cryptocurrencies, NFTs)
• Applications of Web 3.0 in the luxury sector (decentralised commerce, tokenisation, traceability)
• Case studies of luxury brands leveraging Web 3.0

Artificial Intelligence and its impact on luxury

• Basic concepts of Artificial Intelligence and Machine Learning
• Applications in the luxury industry: personalisation, recommendations, customer service, and production
• Ethics and privacy in the use of Artificial Intelligence in luxury
• Trends and future developments in Artificial Intelligence and luxury

This module provides a comprehensive overview of the key aspects for the internationalisation of luxury, from understanding the concept of luxury to managing human resources, identifying and analysing international markets, selecting the appropriate entry strategy, and adapting the brand and product to each market. All with the aim of helping companies develop an effective strategy for the expansion of their luxury brand in the global market.

Identification and analysis of international markets:

• Identification of the most attractive markets for the luxury industry
• Analysis of the potential of each market: size, growth, purchasing power, culture and consumer preferences
• Identification of the main competitors in each market

Entry strategies to new markets:

• Selection of the appropriate entry strategy according to the market and the company's resources: franchises, joint ventures, acquisitions, etc.
• Analysis of the legal and cultural aspects of each market
• Selection of the most suitable distribution channels for each market

Brand and communication management:

• Adaptation of the brand and product to the local market: branding, packaging, etc.
• Development of a communication strategy suitable for the market and target audience
• Selection of the most effective media for each market

Supply chain and logistics management:

• Selection of the appropriate suppliers and logistics partners in each market
• International logistics management: transportation, storage, distribution, etc.
• Supply chain management to ensure product quality and customer satisfaction

Human resources management:

• Selection and training of the appropriate staff for each market
• Management of cultural diversity in the company
• Development of human resources policies and practices that promote staff satisfaction and motivation

Evaluation and control of results:

• Establishment of performance indicators and periodic evaluation of results
• Analysis of results and adjustment of strategy based on them
• Risk and contingency management in the process of luxury internationalisation

This module provides a comprehensive analysis of the luxury market in Asia, exploring the key trends, opportunities, and challenges facing luxury brands in the region. Throughout the course, students will gain a deep understanding of consumer preferences, marketing strategies, and expansion tactics to succeed in this dynamic and ever-changing market.

1: Introduction to the Asian luxury market

1.1. Overview of the Asian market

1.2. Economic growth and the expansion of the middle class

1.3. Cultural diversity and its implications

1.4. Key factors driving the luxury market in Asia

2: Trends in the Asian luxury market

2.1. Digitalisation and e-commerce

2.2. The rise of luxury tourism

2.3. The focus on sustainability and social responsibility

2.4. Personalisation and the growing demand for unique experiences

2.5. The role of celebrities and influencers in promoting luxury

3: Analysis of key luxury markets in Asia

3.1. China: the growing giant

3.2. Japan: the blend of tradition and modernity

3.3. South Korea: the rise of the Korean wave (Hallyu)

3.4. India: the emerging luxury market

3.5. Southeast Asia: diversity and opportunities

4: Marketing strategies for the Asian luxury market

4.1. Adapting products and services to local preferences

4.2. Creating a unique and differentiated brand experience

4.3. Digital marketing and social media strategies

4.4. Collaborations and partnerships with local brands

4.5. Supply chain and logistics management in Asia

5: Challenges and opportunities in the Asian luxury market

5.1. Market competition and barriers to entry

5.2. Price sensitivity and the proliferation of counterfeit products

5.3. The importance of corporate social responsibility and ethics

5.4. The impact of geopolitical tensions and economic fluctuations

5.5. The evolution of consumer behaviour and customer expectations

6: Case studies of success in the Asian luxury market

6.1. LVMH in China: a success story in the luxury market

6.2. The growth of Korean beauty brands globally

6.3. The expansion of Indian luxury brand, Sabyasachi

6.4. The positioning of Japanese luxury brands in the global market

6.5. The adaptation of Western luxury brands to the Asian market