Opetussuunnitelmat

Opetussuunnitelma

Osaamisalueet

Arviointikehikko

Tietoa koulutuksesta

Description

KB00BR05	Luxury Marketing (3 cr)
Prerequisites	Not applicable
Objectives	The student is able to understand the concept of luxury markets with its unique characteristics and high-end customer demands. The Student knows how to develop, market and sell services and products in the luxury category. The student is able to plan marketing activities for the luxury market segment.
Content	Applying various marketing theories; market segmentation, customer behavior and service and product development, quality etc. Concepts of luxury. Luxury markets. Luxury marketing and sales activities (concepts). Luxury brand management. Luxury in various categories (for example, travel and hospitality industry, car manufacturing, real estate, interior design, cosmetics and fragrance, fashion, food and drink).
Recommended optional programme components	If necessary, the student advisor will recommend optional programme components for each student based on their individual study plan.
Accomplishment methods	Not applicable
Execution methods	Not applicable
Materials	Material available in Moodle.
Literature	Not applicable
Evaluation Criteria	Not applicable
Evaluation Criteria	satisfactory (1-2) The student is able to: display his/her familiarity with professional knowledge in the field; justify his/her actions with professional knowledge; seek information in diverse information sources; carry out different kinds of duties in different operational environments; participate in group work and bring his/her own expertise to benefit the group; display his/her familiarity with the most important safety practices in the professional field; act according to ethical principles. good (3-4) The student is able to: use professional terminology consistently; critically evaluate the information sources he/she has used; seek information at each stage of the information acquisition process; apply his/her professional expertise in different work tasks; act independently and responsibly in a professional situation requiring consideration for a target group; act towards reaching a common goal in a work group; plan his/her activity, taking into account safety issues; display his/her familiarity with the ethical principles of the professional field. excellent (5) The student is able to: use professional terminology expertly; justify the use of information sources; justify his/her actions with scientific knowledge; act in complicated or unforeseen situations at work; organize and lead the activity of a group; act in a responsible manner, taking into account safety issues; justify his/her activity in accordance with the ethical principles of his/her professional field.
Assessment Frameworks	Assessment framework
Further Information	Not applicable
Responsible persons	Not applicable
Links	Assessment framework

Implementations

Show old implementations

• 11.03.2024 - 03.05.2024 (KB00BR05-3010 | VAI23S24K, DIB21SP, EXK24KBUS, VAP-LIIKE23)
Group(s)
VAI23S24K, DIB21SP, EXK24KBUS, VAP-LIIKE23

Max Seats
Not applicable

Evaluation Criteria
0-5

Language of Instruction
English

Type of Course
Business, Marketing

Responsible Teacher
Not applicable

Mode of Delivery
R&D Studies: 0.00 cr
Virtual Studies: 0.00 cr
Contact Teaching: 3 cr

Teacher(s)
Yanhong Xi

Smaller Group(s)
Not applicable

Evaluation Criteria
0-5

Assessment Methods and Criteria
Students' performance is graded on the following scale: Excellent (5), Very good (4), Good (3), Satisfactory (2), Fair (1), and Fail (0).

Planned Learning Activities and Teaching Methods
This course is for students looking to quickly gain insight into Luxury Marketing. This course will teach you how Luxury Marketing is used to achieve these aims, as well as equip you with industry insights from both the traditional and digital marketing spheres.

Location and time
The course will be in period 4 at the Linnanmaa campus.

Learning environments
Not applicable

Recommended or Required Reading
Online books and handouts will be available.

Further Information
By the end of the course you should have:

Developed an insight and understanding of the luxury marketing world
Gained an understanding as to why the brand value is fundamental
Understood what distinguishes Luxury Marketing
Learned the importance of relevance and storytelling
Gained understanding of exclusivity strategies

Completion Alternatives
Individual work and group work.

Teacher(s)
Yanhong Xi

Work Placement and Working Life Connections
Real business cases will be presented and analysed.

Exam Schedule
Individual assignments and group assignments.
No exam.

International Connections
Not applicable

Student's Time Use and Workload
Not applicable

Learning Progress
Topics:
1) Luxury foundations
2) Brand value and brand Image
3) Luxury marketing principles
4) Storytelling
5) Luxury products and experience
6) International dimensions
7) Digital age.

Evaluation criteria accepted
1-2: Knowledge
You know the key concepts within the course’s scope but are yet to develop the general view and the big picture of the subject matter.
Skills
You can complete given tasks and assignments with assistance.
You need to develop how to apply knowledge.
Competence
You demonstrate some ability to perform skills and have basic knowledge, but you have difficulty managing without assistance.
3-4: Knowledge
You know the key concepts well and can explain how the theories and models function and the tools used. You have a general view of the subject matter.
Skills
You complete given tasks and assignments independently. You apply knowledge in hands-on
Competence
You demonstrate sufficient ability to perform skills and have basic to good knowledge. You can perform independently, but you have some challenges in passing on your skills and knowledge to others. You have an interest in professional development.
5: Knowledge
You have a strong command of the key and related concepts. You can critically evaluate theories, models and tools. You can demonstrate explicit knowledge of the subject matter, and how it relates to other disciplines.
Skills
You apply knowledge in demanding business-related situations. You can prioritize and critically select tools and methods for solving complex problems in the subject matter.
Competence
You execute skills with natural proficiency and you have detailed and explicit knowledge. You can perform independently and you are also able and actively willing to help others develop and pass on your skills. You have an attitude of continuous professional development.


Evaluation criteria failed
Not applicable