Graduate Prerequisites: (QSTMK723 OR QSTMK724) - Introduction to the marketing of luxury goods and services. It explores the origin, the history, and the evolution of luxury and gives an overview of the global luxury industry. It highlights the specificities of marketing in the luxury sector. Luxury brands must manage a number of inherent paradoxes and tensions. Differences in a mass versus luxury marketing approach are discussed. Finally, the course focuses on examining the main challenges with which luxury brands are currently confronted. As markets are becoming increasingly polarized, the course is relevant to a wide range of marketing and business professionals who may have to "premiumize" their offerings or revitalize their brands through an upscale positioning. Through a combination of interactive discussions, cases, practical examples, and individual assignments, the course enables participants to take both a theoretical and practical approach to the luxury industry and its marketing practices.

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