• Duración:
    6 semanas
  • Dedicación:
    6–8 horas por semana
  • Precio:

    GRATIS
    Agregar un Certificado Verificado por $198 USD

  • Institución
  • Tema:
  • Nivel:
    Intermediate
  • Idioma:
    English
  • Transcripciones de video:
    English, 中文

Programas asociados:

Prerrequisitos

Leaners need to have hospitality and tourism related experiences.

Sobre este curso

Learn strategies and skills for managing luxury brands within the hotel and tourism industry. You will analyze the essence of a luxury brand and learn marketing techniques and trends to better position your services. You will learn how luxury brands are created and how to properly communicate the value of your brand.

Concepts and applications will be introduced through textbooks, selected journal articles and field visits.

Note that this course is priced at USD $198.

Lo que aprenderás

  • Evaluate and discuss the essence of luxury brand management. Address the brand potential that exists in luxury activities, and how luxury-goods businesses should be conducted on a daily basis
  • Analyze and critic the specificities of luxury goods marketing, the long term trends in the luxury industry and the changing shape and definition of the luxury sector
  • Analyze and evaluate luxury brand management research journals
  • Identify luxury brand and experience problems within the hotel and tourism context, and apply research skills and techniques to solve these problems
  • Analyze and appraise related numerical and graphical data regarding managing luxury brand and experience, and develop solutions for industry practitioners
Week 1: Essence of the Luxury Industry
Evaluate and discuss the essence of luxury brand management

Week 2: Luxury Brand Power and Lifecycle
Address the brand potential that exists in luxury activities, and how luxury-goods businesses should be managed

Week 3: The Luxury Client
Analyse critically the behaviour of luxury clientele and the long-term trends in the luxury market. Identify major research areas and issues, analyse and evaluate the literature on luxury brand management

Week 4: Luxury Brand Identity
Understand brand DNA and Codes of luxury brands through case studies

Week 5: Managing Luxury Brand Creation and Communication
Brand creation and communication in the hospitality and tourism industry

Week 6: International Distribution and Retailing
Analyse the trends and systems of international distribution and retailing of luxury brands, and the impact of technology on these trends and systems

Conoce a tus instructores

Basak Denizci Guillet, Ph.D.
Associate Professor
The Hong Kong Polytechnic University
Markus Schuckert, Dr. rer.soc.oec.
Associate Professor
The Hong Kong Polytechnic University

Obtén un Certificado Verificado para destacar los conocimientos y las habilidades que adquieras $198.00

Ver un modelo de certificado de edX en PDF
  • Oficial y verificado

    Obtén un certificado con la firma del instructor y el logotipo de la institución para demostrar tus logros y aumentar las posibilidades de conseguir trabajo

  • Fácil de compartir

    Agrega el certificado a tu currículum o publícalo directamente en LinkedIn

  • Incentivo comprobado

    El certificado te da un motivo más para completar el curso

  • Apoya nuestra labor

    edX, una organización sin fines de lucro, se sustenta con los certificados verificados para financiar la educación gratuita para todo el mundo

¿Quién puede hacer este curso?

Lamentablemente, las personas de uno o más de los siguientes países o regiones no podrán registrarse para este curso: Irán, Cuba y la región de Crimea en Ucrania. Si bien edX consiguió licencias de la Oficina de Control de Activos Extranjeros de los EE. UU. (U.S. Office of Foreign Assets Control, OFAC) para ofrecer nuestros cursos a personas en estos países y regiones, las licencias que hemos recibido no son lo suficientemente amplias como para permitirnos dictar este curso en todas las ubicaciones. edX lamenta profundamente que las sanciones estadounidenses impidan que ofrezcamos todos nuestros cursos a cualquier persona, sin importar dónde viva.