The course has the objective to give a general knowledge of the luxury industry, identifying the key players, the relevant trends and understand the main marketing differences between this market and the fashion and mass market business.

ILO 1 To develop basic knowledge of the luxury industry and key players. ILO 2 To understand the business and the marketing challenges faced by firms in fashion and luxury industries. ILO 3 To understand the road to market that luxury brands may adopt to develop their strategy with particular attention to the role of retail and multichannel implications. ILO 4 To reach a solid knowledge of the marketing variables and their customization to be effective in the luxury market.

The course will give a general overview of the marketing theory applied to the luxury industry. The introductory part is dedicated to the definition of luxury, the key players of the industry and their brands portfolio. The course also focus the attention on the importance of the brand identity, the difference in the purchasing behavior. The central part is analyses the marketing variables applied to the luxury with an extensive review of communication, CRM, pricing and budgeting. A relevant part is also dedicated to the importance of retailing in the luxury strategy and a specific project work on this matter will end the course. During the course the students will have the possibility to exercise with 2 projects, one focused on marketing and the second on retailing.

REFERENCE BOOKS 1 . Luxury Brand Management: A World of Privilege Michel Chevalier, Gerald Mazzalovo 2 . The Luxury Strategy J.N. Kapferer and V. Bastien

- traditional lecture - team works - cases studies - seminars - presentations and assignments

The grading scheme for this course is divided into 3 different parts: 1. Final exam 0 – 30 points Written exam of 21 questions. (17 multiple choice closed question, 3 open questions, 1 exercise). All the questions are related to the program and the slides provided with the course, available time: 60 minutes. 2. Course Projects(2) 0 – 3 additional points Each of the 2 projects will be evaluated on the quality of the analysis, concept(s), project plan and presentations that will be conducted/presented during the course of the semester. The class will be divided in groups and each group will receive 2 assignments during the semester. Each project will be globally evaluated with the following scale 0 points: unsufficient; 1 point: sufficient; 2 points: good; 3 points: excellent. The final evaluation of this component is the average of the 2 projects. The points gained for the projects will sty valid also for students attending other exam session during the 2025 year

In order to be entitled for the final paper in luxury management, the students should comply the following: 1. Show a consistent interest in the luxury industry. 2. Actively propose relevant topics. 3. Receive a final valuation of the course not below 29/30