This elective half-course provides an in-depth analysis of key issues facing luxury brands over the next decade and is designed to offer different perspectives on the industry. The course is designed to allow students to learn from executives at luxury firms in different industries while discussing emerging issues shaping luxury marketing including:

• Luxury retailing & logistics: managing the online/offline experience
• Digital marketing & omnichannel
• Luxury consumers: how the luxury consumer is evolving
• Global luxury marketing: managing luxury brands in emerging markets

Class sessions consist of lecture and discussion of course readings, site visits to luxury brand companies, talks and panel discussions with industry leaders.  Speakers and panelists will address in particular what changes they foresee, including how jobs in the industry might evolve over the next few decades.

Keith Wilcox

Barbara and Meyer Feldberg Associate Professor of Business

Professor Wilcox’s research examines consumer judgment and decision-making, with a specific focus on the role of feelings in decision-making and self-control. He is also interested in understanding the factors that motivate consumers to purchase counterfeit and genuine luxury brands. He has published articles in the Journal of Marketing Research and the Journal of Consumer Research. Additionally, his research has been featured in...

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