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Marketing and Management of Luxury Markets
Luxury Incubator
( #LuxuryIncubator )
The Luxury Incubator project is designed for MBA students in the Chapman Graduate School of Business at Florida International University.
The project is based on Ohri Luxury Index ( #OhriLuxuryIndex ) developed in 2020 by Deepak Ohri (All Rights Reserved).
Project Objectives:
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Analyze and assess marketing strategies of the luxury brands
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Compare and contrast management of entry into the luxury market
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Evaluate the role of luxury brands
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Highlight the potential strengths and weaknesses of luxury brands
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Examine the importance and challenges of customer acquisition, customer retention, and the role of the customer experience
Learning Objectives:
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Recognize trends and developments in the global distribution of luxury goods
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Define characteristics of luxury customers and luxury guest experience
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Identify value perception in luxury goods
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Examine recent developments of global luxury markets
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Examine management of the luxury market
Course Project:
Study of luxury markets in the US. Comparative case of luxury markets in three sectors: hospitality, retail, and real estate.
Residency: March 26 - April 2 (New York City, Los Angeles, Beverly Hils, Newport, Laguna Beach, Costa Mesa).
Eight Inc.
SEC
DIOR
Robb Report
Wilshire Beverly Hills
Montage
Rose Cafe and Bakery
South Coast Plaza
Bacio di Latte
Bear Flag Fish Company
Students completed a hands-on project in groups examining, analyzing, and comparing the design and management of the luxury market and brands in three main sectors: design, hotel/hospitality, and retail industry.