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Marketing: Luxury Branding Short Courses

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Key information

Course code:

This Luxury Branding Marketing short course takes a strategic view of the dynamic characteristics and opportunities within the global luxury goods and services industry, one of the fastest growing areas in business.

Why choose this course?

Built upon the principle of creating and developing a luxury brand, this course takes a detailed look into luxury, branding and management across the full value chain.

As the parttime course is taught as 10 weekly evening classes, it provides maximum flexibility and allows students to continue working whilst developing professional marketing skills.

The Luxury Branding course is delivered at City’s campus in the heart of London.

Course overview

Topics include:

  • a review of the three major players in the luxury world;
  • luxury brand positioning;
  • pricing, legal aspects;
  • designing and implementing luxury brand strategies;
  • creativity in luxury brand management.

Through analysis of contemporary fashion companies, you will be introduced to the latest theories alongside professionally oriented implications in luxury brand management.

Upon completion of the course, you will have acquired the ability to successfully develop, implement and manage luxury brand marketing campaigns.

What will I learn?

What will I learn?

Over the course of 10 weekly evening classes on the Luxury Branding short course, you will learn:

  • Brand management Fundamentals
  • The Uniqueness of the Luxury Brand Industry II: Competitive Advantage requirements and successful business models in  the luxury brand industry and a review of three major players (LVMH, Richemont, and PPR Gucci)
  • Luxury Brand positioning
  • The Value chain and management issues: Retail vs. Wholesale, Pricing and the risk of the major key account
  • The Luxury Brand: The value of a brand, Characteristics, Brands and Brand Signs and the legal aspects
  • Designing and implementing Luxury brand strategies
  • Creativity in Luxury Brand Management
  • Luxury Retail Management
  • Luxury Digital Marketing and Analytics
  • Developing a luxury brand equity measurement and management system



Prerequisite knowledge

Please note this is not a beginners course. Student  must have  an  understanding  of marketing concepts and practices.

English requirements

Applicants must have fluency in English.

Teaching & assessment

Teaching & assessment

Informal assessment will take place through group discussion, class room activities and questions and answers sessions as guided by your tutor.

Recommended reading

Recommended reading

  • Chevalier, M. and Mazzalovo, G., 2012. Luxury Brand Management: A World of Privilege, Second Edition, Singapore: John Wiley & Sons

Additional resources:

  • Branding Theories and Models (Text):- Kapferer, J.N., 2012. Strategic Brand Management. Fifth Edition,  London: KoganPage
  • Keller, K.L., 2012. Strategic Brand Management. Fourth Edition, US Prentice-Hall
  • De Chernatony, L., McDonald, M. and Wallace, E., 2010. Creating Powerful Brand. Fourth Edition, London: Elsevier Butterworth Heinemann
  • Brand Luxury (Text):- Kapferer, J. N. and Bastien, V., 2009. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. London: KoganPage.
  • Okonkwo, U., 2007. Luxury Fashion Branding: Trends, Tactics and Techniques. NY: Palgrave Macmillan
  • Tungate, M., 2009. Luxury World: The Past, Present and Future of Luxury Brands. London: Kogan Page
  • Specific Journals Used for this module: Okonkwo, U., 2009. The luxury brand strategy challenge.  Journal of Brand Management, 16(5/6), pp.287-298
  • Han, Y.J., Nunes, J.C. and Drèze, X., 2010. Signalling status with luxury goods: The role of brand prominence. Journal of Marketing, 74 (4), pp.15-30
  • Tynan, C., McKechnie, S. and Chhuon, C., 2010. Co-creating value for luxury brands. Journal of Business Research, 63 (11) pp.1156–1163
  • Berthon, P.R., Pitt, P., Parent, M. and Berthon, J.P., 2009. Aesthetics and Ephemerality: observing and preserving the luxury brand. California Management Review, 52(1), pp.45-66
  • Giacalone, J. A., 2006. The market for luxury goods: the case of the comité colbert1. Southern Business Review, 32(1) pp. 33-40
  • Shukla, P. and Purani, K., 2011. Comparing the importance of luxury value perception in cross-national contexts. Journal of Business Research, Vol. 10 (7) pp.1-8
  • Shukla, P., 2011. Impact of interpersonal in influence, brand origin and brand image on luxury purchasing intentions: Measuring interfunctional interactions and a cross-national comparison, Journal of Business World, 46(2), pp. 242-252
  • Shukla, P., 2010. Status consumption in cross-national context: Socio-psychological, brand and situational antecedents, International Marketing Review, 27(1), pp. 108-129
  • Yoo, B. H. and Lee, S. H., 2009. Buy genuine luxury fashion products or counterfeits? Advances in Consumer Research 36, pp. 280-286
  • Wiedmann, K.P., Hennigs, N. and Siebels, A., 2009. Value-based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), pp. 625–651
  • Vigneron, F. and Lester, W. J., 2004. Measuring perceptions of brand luxury. Journal of Brand Management, 11( 6), pp. 484–506

Leading Journals in Luxury Brand Management

  • Journal of Brand Management
  • Journal of Product and Brand Management
  • Journal of Brand Strategy
  • Journal of Marketing
  • European Journal of Marketing
  • Journal of Marketing Management
  • International Marketing Review (IMR)
  • Journal of Marketing Research
  • Journal of the Academy of Marketing Science
  • Journal of Consumer Research
  • International Journal of Research in Marketing
  • International Journal of Advertising
  • Journal of Advertising Research

Popular Marketing Magazines

  • Brand Equity
  • Brand Edge
  • Business Week
  • Brand Strategy
  • Campaign
  • Marketing Week
  • The Marketer (CIM)
  • Precision Marketing (Haymarket)

Tutor information

  • Saud Ahmed

    Saud Ahmad is a marketing consultant provides services to business clients. Saud holds a Master Degree in International Business from London Metropolitan University. He regularly consults with the executives from variety of fields to help create marketing solutions in today's business environment.

    Currently Saud is teaching marketing at different educational institutions in UK and Europe. His work focuses on how leaders, brands and organizations learn to communicate by telling their stories of identity.

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