New university course focuses on marketing for $300 - leatherbiz: Lea Leatherbiz

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New university course focuses on marketing for $300 billion luxury goods sector

14/01/2013
Boston University Brussels (BUB) has announced a new course in marketing specifically for luxury goods. With the global luxury sector expected to be worth $307 billion by 2015, the university says, the course will provide graduates and professionals a chance to understand the luxury market more fully and to develop skills and methodologies to help them service the sector.

The first term of 11 evening lectures (18.30-21.30 hours) will commence on  January 17. The programme commences by examining the concept of ‘luxury’, followed by an analysis of luxury values and scales. It then moves on to examine a set of luxury industries, including leathergoods, with the lectures examining company size, financials, timeframes, distribution channels and so on.

In addition, the programme will examine the characteristics of luxury brands, their markets, and brand protection. It will then look at communication, including the recent trend exploiting the use of the social media platforms. Finally, the programme will examine the future of luxury brands, with projections of the evolution of individual sectors.

Presentations by professionals from the luxury goods industries will form an integral part of the course. There will also be visits to the Belgian operations of leading companies in the field.

According to BUB, the rapid growth of the luxury goods business at a time of economic stagnation has taken many onlookers by surprise. “Clearly the opening up of the Chinese market has contributed to this phenomenon,” it adds.





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