Unlock the secrets of luxury marketing with our immersive online course, Luxury Marketing: Technology and Communications, delivered in partnership by Sotheby’s Institute of Art and LARRY’S LIST. Join us this April to gain a comprehensive understanding of the ever-evolving luxury industry and the key elements that shape the success of luxury brands in today’s market with a special focus on the Asian region.
The dynamic and interactive five-class course takes a deep dive into branding, positioning strategies and the power of storytelling as tools to establish luxury brands in the competitive global marketplace. It also explores the art of engaging luxury consumers and leveraging digital marketing, e-commerce, and influencer partnerships to realise luxury brands’ goals. This course is designed not only to educate but also to inspire through lectures and case studies delivered by the course leader, luxury advisor and executive and leadership coach Francesca Danzi, and industry-expert guest speakers.
Here is a sample schedule of the topics covered over the duration of the course:
Session 1: Introduction to Luxury Marketing
Gain an understanding on the definition of luxury through historical and modern perspectives and an overview of the luxury market and its global trends with a focus on Asia. Learn about the psychology of luxury and the luxury consumer mindset.
Session 2: Luxury Branding and Positioning
Discover the art of branding and crafting compelling brand narratives as well as positioning strategies that allow for differentiating luxury brands in a competitive market.
Session 3: Luxury Consumer Behaviour and Customer Engagement
Get to know luxury customer demographics, preferences and behaviours and how the roles of exclusivity and personalization contribute to the luxury experience. Find out the secrets to successfully building long-term relationships with luxury clients.
Session 4: Digital Disruption in the Luxury Sector
Participate in discussions on e-commerce, digital and influencer marketing, social media engagement, blockchain and AI and how to leverage their impact in luxury marketing.
Session 5: Future Trends and Sustainability in Luxury Marketing
Discover how brands are adapting to sustainable future imperatives, find out about the growing importance of responsible luxury consumerism and explore the role of the circular economy, ethical production and regeneration commitments in the luxury market.
Dates: April 10, 15, 17, 22, 24
Time: 6 pm – 8 pm HKT / 10 am – 12 pm GMT
Location: Live online via Sotheby’s Institute of Art
Click here for more information and to secure your place in this exclusive online course.
