The aim of this course is to familiarize
the students with luxury codes (specificities) and communication, and to
emphasize that luxury marketing is different from the “classic” marketing used
for the mass market .This course explains how the luxury business is built on
strong branding, targeting a niche market, and assuring the long-term success
of these unique goods.Students will understand how luxury travel implies
improved product and service quality—for example, visitors choose to stay in
luxury hotels because they offer larger rooms, pleasant physical settings, and
higher service quality .Students study into the history of luxury to uncover
its core and distinguish it from other industries. This course provides an
insight into the different luxury markets around the world through focusing on
their consumers.