International Luxury Goods Marketing

The course aims to give an overview about international marketing with a special focus on luxury goods as one of the most international and strongest growing industries. In the introduction drivers and motivation for internationalization, the selection of foreign markets and market entrance strategies will be examined. It follows an overview about international consumer behaviour and luxury goods marketing. Within the course participants will gain an insight of the luxury code for brands and products, the specialties of the business and its unique framework for strategic planning and the marketing-mix. The understanding of internationalization will be deepened by a wide range of business examples and by demonstrating the case of the fast emerging markets of China and Russia. Trends in the luxury goods industry will be discussed as well as lessons to learn for technical and other industries. Students will be involved in practical case studies.