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Course Description

Luxury is eternally evolving. In this program, you’ll gain a thorough understanding of luxury service management and the specific challenges of marketing to today’s luxury consumers. Marketing luxury services requires specific principles to enhance and preserve the image of finest quality, exclusiveness, and hedonic value. You’ll sharpen your knowledge in marketing by contrasting traditional versus luxury-specific marketing principles within the service sector. You’ll explore and actively participate with your peers through a mix of cases, readings, and videos.

PROGRAM SCHEDULE

Session 1:

  • What Is Luxury and How Is It Changing?
  • Wednesday, May 4, 2022: 10am - 1pm (ET)

Session 2:

  • Who Is the Luxury Customer and What Do They Want? How to Get Insights Into Their Behavior
  • Wednesday, May 11, 2022: 10am - 1pm (ET)

Session 3:

  • How Is the Marketing Mix for Luxury Different? What Are the Anti-Rules of Luxury Marketing? Can Luxury Be Mass-Produced?
  • Wednesday, May 18, 2022: 10am - 1pm (ET)

Session 4:

  • Elevating Your Service Experience: The Aesthetics of Luxury
  • Wednesday, May 25, 2022: 10am - 1pm (ET)

Faculty Author

Kathy LaTour

Benefits to the Learner

  • Discuss the movie “Generation Wealth” and how perceptions of luxury are changing
  • Review Deloitte’s latest survey research on the luxury consumer and their segmentation
  • Explore how one hotel used social media to gain insights into consumer behavior
  • Examine the “anti-rules” of luxury marketing and relate them to marketing actions
  • Use elBulli as a blueprint for bringing an innovative idea to market

Target Audience

  • General managers overseeing full-service hotels
  • Senior hospitality professionals such as managing directors, assistant general managers, executive assistant managers, and operations directors
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Cornell School of Hotel Administration
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