CONSUMER LED LUXURY MARKETING

SHE Level 5
SCQF Credit Points 4.00
ECTS Credit Points 2.00
Module Code MMNY24899
Module Leader n/a
School School of Computing, Engineering and Built Environment
Subject GCU New York
Trimesters
  • A (September start)
  • B (January start)
  • C (May start)

Summary of Content

This module is designed to provide an in-depth and critical understanding of consumer-led marketing practices in the luxury goods sector. Students are introduced to the concept of customer insight and its role in marketing decision making. The aim of the module is to offer critical insights towards and understanding of consumer behaviour and further the students' knowledge of marketing communication theory and innovative practices within a global luxury retail context. A range of models of consumer behaviour, including consumer value, are examined in order to develop effective product, communication, relationship and delivery strategies for the luxury goods sector. The course evaluates the social, economic and psychological roots of the discipline and relates these to contemporary consumers and consumption, while also addressing the issues of technology, sustainability and consumption from a global perspective. It will explore the concept of integration as applied to contemporary international luxury retail businesses and identify and critically evaluate their luxury marketing communications mix. Due to the aesthetic nature of luxury goods, the module pays particular attention to the visual components of luxury communication. The impact of digital technology and social media is also of paramount importance to development in communications and is a central thread throughout the module.

Syllabus

-360b7 Customer insight and creating consumer value through relationships b7 The consumer as an individual (Cognitive, behavioural and experiential models of consumer behaviour; Perception; Attitudes; Personality) b7 The consumer as group member (Reference groups; Culture and Sub Culture; Cross-cultural aspects of consumer behaviour ; Psychographics and Lifestyle) b7 Consumption and Identity (The role of consumption in postmodern society; Self and self-concept; Consumption and symbolic meaning; Consumerism and ethical consumption; Shopping and compensatory consumption) b7 Implications for marketing strategy (Materialism, consumption and sustainability; technology and the 21st century consumer; customer insight and effective strategic marketing practice) b7 The strategic role and models of communication b7 Integrated Marketing Communication b7 The Luxury Marketing Communication Mix; definition, role, process and evaluation of; -360 - Advertising - Sales Promotion and Personal Selling - Visual Merchandising - Exhibitions, Tradeshows and Fashion shows - PR - Direct Marketing - Digital Marketing and Social Media - Sponsorships and Celebrity endorsements . International Marketing Communications

Learning Outcomes

On successful completion of this module, the student should be able to:1. Demonstrate an advanced understanding of the role of customer insight in marketing practice and building strategic customer relationships.2. Demonstrate a critical understanding of the underlying theories and concepts explaining consumer behaviour from a cognitive, behavioural and experiential perspective.3. Critically analyse the social, cultural and technological aspects of international contemporary consumption and emerging concerns regarding sustainable consumption.4. Demonstrate an understanding of the nature, role and processes involved in the visual aspects of luxury communication recognising the increasingly international market context. 5. Critically evaluate the differentiating elements of the luxury marketing communications mix in achieving an integrated luxury communications strategy 6. Critically assess the impact of digital technology and social media on international luxury marketing communications

Teaching / Learning Strategy

Theoretical concepts are delivered through the lecture programme. These concepts are further analysed, elaborated and applied in a series of intensive seminars which encourage students to actively participate, work in teams and present ideas. All class activity requires prior directed reading and preparation. The module promotes independent learning in both class and assessment activities. Assessments are designed to promote reflection, analyse real-life situations and require students to apply ethical and sustainable business thinking and professional skills to present solutions to problems and challenges. The assessment process is supported with custom made assessment workshops created in association with the Learning Development Centre. Both academic and industry speakers are utilised to enhance the teaching and learning strategy, supporting a contemporary, challenging and industry-relevant curriculum. The module incorporates the use of VLE's (GCU Learn) whereby student resources will be served on a dedicated module website. This will provide a range of sophisticated learning resources, including bulletin boards, chat rooms and the opportunity to deliver course materials and a diverse range of learning resources to students through varied devices. GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCU Learn enabled and with the support of the Learning Technologists at the cutting edge of development of online materials. Academic staff and the Learning Technologists will continue to work together to develop and operate all modules on GCULearn to ensure student support and information sharing.

Indicative Reading

Required/ recommended Reading: Solomon, M, Bamossy, G, Askegaard, S, and Hogg, M. (2010), Consumer Behaviour: A European Perspective.Prentice Hall, 4th Edition. Kitchen, P, J & De Pelsmacker, P. (2004) 'Integrated Marketing Communications: A Primer' Routledge Additional reading: Arnould, E, Price, L and Zinkhan, G, (2003) Consumers, McGraw Hill Belz, F. M. and Peattie, K. (2012) Sustainability Marketing: A Global Perspective, 2 nd Edition, John Wiley and Sons. Blackwell, R, Engel, J and Miniard (2005) Consumer Behaviour, South Western, Thomson. Blythe, J (2007) Consumer Behaviour, Thomson Bohdanowicz, J. and Clamp, L. (1994) Fashion Marketing, Routledge Burke, S (2006) Fashion Computing Design Techniques, Burke Corrigan P (1998) The Sociology of Consumption. Sage. Costantino, M. (1998) Fashion Marketing and PR, BT Batsford Cova, B, Kozinets, R, and Shankar, A (2007) Consumer Tribes, Butterworth-Heinemann. Earls, M (2007) Herd: How to Change Mass Behaviour by Harnessing Our True Nature. John Wiley & Sons. Easey, M. (2008) Fashion Marketing, 3rd Ed, Blackwell Science Evans, M, Foxall, G, Jamal, A. (2009) Consumer Behaviour, John Wiley and Sons. Fill, C. (2005) Marketing Communications: Frameworks, Theories and Applications, 4th Eds., Prentice-Hall Foxall G, Goldsmith R and Brown S (1998) Consumer Psychology for Marketing. International Thomson. Funk, D. (2008) Consumer Behaviour in Sports and Events: Marketing Action (Sports Marketing) Gabriel Y and Lang T (2006) The Unmanageable Consumer, 2nd Edition. Sage. Harrison,R, Newholm, T and Shaw, D. (2005) The Ethical Consumer, Sage Publications Hines, T. and Bruce, M. (2007) Fashion Marketing - Contemporary Issues, Edited Book, 2nd Eds, Butterworth Heinemann Jackson, T and Shaw, T (2007) The Fashion Handbook, Routledge Jefkins, F. (2000) Advertising, 4th Ed. Ed by D. Yadin, Prentice Hall Jha, R. (2008) Environmental Sustainability: A Consumption Approach, Routledge. Keaney, M (2007) Fashion and Advertising, Rotovision Lewis, D & Bridger, D (2001) The Soul of the New Consumer. Nicholas Brealey Publishing Morgan, T (2009) Visual Merchandising, Laurence King. Mower, S (2007) Stylist- The Interpreters of Fashion,Rizzoli Parsons, E. and Maclaran P. (2009) Contemporary Issues in Marketing and Consumer Behaviour, Butterworth-Heinemann Percy, L (2008) Strategic Integrated Marketing Communications, Butterworth-Heinemann Pickton, D. and Broderick, A. (2004) Integrated Marketing Communications, 2nd Eds., Prentice Hall. Ritzer, G. (2001) Explorations in the Sociology of Consumption: Fast Food, Credit Cards and Casinos, Sage. Saren, M. (2006) Marketing Graffiti: the view from the high street, Butterworth-Heinemann Schiffman, L., Kanuk, L., Hansen., H. (2011) Consumer Behaviour a European Outlook, Prentice Hall, 9th edition. Shimp, T.A. (2013) Advertising, Promotion and other aspects of integrated Marketing Communications, 9th Edition, Prentice-Hall. Shinkle, E (2008) Fashion as Photograph, Viewing and Reviewing Images of Fashion, I B Taurus & Co. Solomon M, Rabolt, N (2008) Consumer Behaviour in Fashion, Prentice Hall Wagner, S (2003) Understanding Green Consumer Behaviour: A Qualitative Cognitive Approach (Consumer Research and Policy) Yeshin, T. (2005) Advertising , Thomson. Journals: Clothing and Textiles Research Journal European Journal of Marketing International Journal of Advertising International Journal of Research in Marketing International Journal of Retail and Distribution Management Journal of Advertising Journal of Advertising Research Journal of Consumer Behaviour Journal of Consumer Research Journal of Customer Behaviour Journal of Fashion Marketing Management Journal of Marketing Journal of Marketing Management Journal of Marketing Research Journal of Product and Brand Management Journal of Promotion Management Other sources: 'Quality Press' including: The Guarding, The Telegraph and Financial Times Trade publications including: Campaign, Design Week, Drapers, PR Week, Marketing Week

Transferrable Skills

-360b7 Cognitive and intellectual skills including critical thinking, self-reflection, creativity and ethical problem-solving b7 Presentation skills: written communication in a variety of formats; visual communication and oral presentational skills. b7 Planning and time-management; organising and planning work; self-management and independent working b7 Inter-cultural awareness: understanding different perspectives, multi-cultural sensitivity and appreciation and development of a global mindset b7 Inter-personal and group working skills including questioning and listening, influencing and persuading, advising others and giving feedback. Research skills: information retrieval and collection; data analysis and synthesis

Module Structure

Activity Total Hours
Assessment (FT) 40.00
Independent Learning (FT) 116.00
Seminars (FT) 22.00
Lectures (FT) 22.00

Assessment Methods

Component Duration Weighting Threshold Description
Report n/a 40.00 n/a Individual Report (2000 words)
Formal Exam n/a 20.00 45% Closed Book Exam (Multiple Choice and Essay) (Week 35)
Essay n/a 40.00 n/a Individual Essay (2000 words)