Marketing and Management of Luxury Markets
( #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).
Analyze and assess marketing strategies of the luxury brands
Compare and contrast management of entry into the luxury market
Evaluate the role of luxury brands
Highlight the potential strengths and weaknesses of luxury brands
Examine the importance and challenges of customer acquisition, customer retention, and the role of the customer experience
Recognize trends and developments in the global distribution of luxury goods
Define characteristics of luxury customers and luxury guest experience
Identify value perception in luxury goods
Examine recent developments of global luxury markets
Examine management of the luxury market
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).
Wilshire Beverly Hills
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.