STRATEGIC MANAGEMENT AND MARKETING FOR LUXURY GOODS

SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN521855
Module Leader Ruth Marciniak
School Glasgow School for Business and Society
Subject Fashion and Marketing
Trimesters
  • A (September start)
  • B (January start)
  • C (May start)

Summary of Content

By adopting a cross-category perspective on the business type models adopted by international luxury organisations, the module builds upon the individual themes of: environmental type analysis and sustainability, the key components of the marketing mix from an efficient, effective and ethical standpoint, corporate social responsibility and responsible strategic decision. It examines the mechanism that create and sustain marketing value according to an organisations' objectives. It develops students' understanding of the key role of marketing via the luxury sector by providing them the opportunity of exploring and to appraise management tools and procedures that have been developed and which are central to the strategic management of marketing activity in an organisation in an international context. In addition, the module examines the nature and structure of organisations and their impact upon competitive advantage.

Syllabus

Defining and scoping the luxury good market. Luxury organisation business type model. The nature, role and influence of marketing. Market analysis. Sources of competitive advantage and corporate social responsibility. Marketing planning. Managing and implementing responsible strategies.

Learning Outcomes

On successful completion of the module the student should be able to: 1. Recognise and evaluate the factors that shape the luxury environment.2. Recognise and understand the nature and sources of competitive advantage.3. Critically evaluate the value of adopting a strategic approach to marketing management in luxury organisations.4. Critically appraise the tools of strategic marketing management.5. Critically appraise the various theories of international marketing, reflecting particularly upon how these contribute to the process of strategic marketing planning and decision.6. Design, implement and critically evaluate a marketing plan for a luxury organization.

Teaching / Learning Strategy

Lectures shall provide the principle mechanism for presenting the key themes. Supporting these activity are the appropriate directed study, dissemination of academic papers and case studies and the integration of contemporary materials from a variety of media thereby enhancing the contextual nature of the module and providing an opportunity for engaging independent and deeper exploration of the themes. Electronic support is achieved via GCU-learn and e-mail.

Indicative Reading

Aaker, D (2010) Strategic Marketing Management: Global Perspectives, 1 st edition, Wylie, New York Baker, M.J. (2005) The Marketing Book, London, Elsevier Hollensen, S. (2011) Global Marketing, Prentice Hall, UK Keller, K.L. (2011) Strategic Brand Management: A European Perspective, 2 nd edition, London, Prentice Kotler, P. and Keller, K (2011) Marketing Management, 14 th edition, Pearson, New Jersey Kaperferer, J.N. and Bastien, V. (2009) Luxury Strategy, Kogan Page Great Britain MacDonald, M. (2011) Marketing Plans: How To Prepare Them, 7 th edition, Butterworth Heineman ten Have, S., ten Have, W., Stevens, F., van der Elst & Pol-Coyne, F. (2003) Key Management Models, London, Prentice Hall Trott, P. (2012) Innovation Management and Product Development, 5 th edition, Prentice Hall, London Tungate, M. (2008) Branding Style from Armani to Zara, Kogan Page Tungate, M. (2009) Luxury World, Kogan Page, Great Britain JOURNALS -360 Journal of Marketing Brand Strategy European Journal of Marketing Journal of Retailing Retail Business Journal of Retail, Distribution and Consumer Research Marketing www.emerald-library.com www.wgsn-edu.com www.asa.org.uk

Transferrable Skills

Completion of module students should further develop: Written communication; Business research & analysis; Critical evaluation; Creativity; Problem solving; Planning

Module Structure

Activity Total Hours
Assessment (FT) 20.00
Seminars (FT) 24.00
Directed Learning. 27.00
Independent Learning (FT) 55.00
Lectures (FT) 24.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 1 n/a 100.00 50% Report.