2026/2027
Маркетинг в люксовом сегменте
ID 1161639
Статус:
Маго-лего
Кто читает:
Департамент менеджмента
Где читается:
Санкт-Петербургская школа экономики и менеджмента
Охват аудитории:
для своего кампуса
Преподаватели:
Белякова Наталия Юрьевна
Язык:
русский
Кредиты:
3
Контактные часы:
24
Программа дисциплины
Аннотация
The purpose of the course is to give a systematic view of the luxury market: its functioning, existing marketing models of positioning and promotion. Given the focus of the master’s studies, the focus is on niches related to private collecting, endowment funds, partnership integration programs, art; fashion and luxury collaborations in creative businesses, including tourism. Despite focusing primarily on the luxury industry, attention is also paid to the market for unique manual labor and the creation of masterpieces (“one of a kind”).
Цель освоения дисциплины
- Give a systematic view of the luxury market: its functioning, current marketing models of positioning and promotion
Планируемые результаты обучения
- they will analyze both existing cases and design their own products and services related to the development of luxury culture and luxury in culture.
Содержание учебной дисциплины
- Core constructs. Field of entrepreneurship. Entrepreneurial opportunities, entrepreneurial process, entrepreneurial ecosystem.
- Luxury industry: conceptualization and determinants, historiography of the concept, current state and prospects of development of the phenomenon
- Luxury goods and services from a behavioral Economics perspective
- Luxury marketing in the creative and cultural industries: research and positioning
- Branding of luxury goods and services for the creative and cultural industries
Элементы контроля
- Mastering the theoretical foundations of the coursePreparation of analytics on the issue based on secondary data; presentation of the report at one of the seminars; participation in Q&A section.
- Participation in seminar activitiesActivity during seminars; participation in guest speakers' cases; participation in Q&A sections.
- Course projectThe students split into groups of 4-6 students and develop a project. A group project is created for a product/service in different directions of a luxury segment (Yachting, exclusive tourism, enogastronomy, real estate, work of cultural institutions with patrons and jewelry brands - an incomplete list of topics) using all material and knowledge, gained during lectures and seminars. Final presentation should include the following parts: Cover Slide: name, presenter‘s name, tagline; Description of the idea; Description of target audience; what was the basis/foundation of the project; pricing strategy/policy; possible partners; using of managerial models is welcomed.
Промежуточная аттестация
- 2026/2027 2nd module0.2 * Mastering the theoretical foundations of the course + 0.6 * Course project + 0.2 * Participation in seminar activities
Список литературы
Рекомендуемая основная литература
- Atkinson, S. D. & Kang, J. (2022). New luxury: defining and evaluating emerging luxury trends through the lenses of consumption and personal values. Journal of Product & Brand Management, Vol. 31 No. 3 pp. 377–393.
Рекомендуемая дополнительная литература
- Kapferer, J., & Valette-Florence, P. (2019). How self-success drives luxury demand: An integrated model of luxury growth and country comparisons. Journal of Business Research, 102, 273-287.