COURSE CURRICULUM

This course provides an in-depth understanding of the luxury sector, with a particular focus on emerging markets in the BRIC countries as well as established leaders in Europe and North America. You will learn to develop a framework for creating a distinctive brand concept and identity, supported by a comprehensive branding strategy that delivers commercial, social, and environmental value. The program examines the evolving luxury landscape, exploring its context, scale, and scope, along with the shifts in strategies driven by changing territories, economic conditions, design trends, and experiential influences. You will analyse how these factors shape brand positioning and consumer engagement in a competitive global market. A key element of the course is the exploration of ‘future luxury’ in the 21st century, considering how products, services, and experiences will adapt to meet the demands of a new generation of luxury consumers. By combining strategic thinking with creative innovation, you will gain the expertise to influence brand direction and deliver meaningful value in an ever-changing industry.