Undergraduate Prerequisites: (QSTMK323) - Creating and leveraging luxury brand equity is a significant challenge. This course will explore luxury entrepreneurship, innovation, and disruptive business models, the role of technology, craftsmanship, and design in the creation and evolution of luxury brands. We will address brand extensions, dilutions, and stretching as well as the ability to expand the brand globally. Tied to these are issues of the critical role of distribution channels, particularly retail channels, and luxury services in delivering the luxury promise. Threats to sustaining the value of one's brand (e.g., threats to the supply chain) will be examined. The course will rely on cases, guest speakers, and a significant project.

Note that this information may change at any time. Please visit the MyBU Student Portal for the most up-to-date course information.