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 was a Columbia Business School faculty member from 2012 to 2021.